The New Vanguard
It is this single view of customers that Rosato believes sets this database apart from the ordinary. “A lot of people [who] do event marketing have all of their different event data piled in event-specific buckets, but they don’t get a single view of the customer across events,” he points out.
The database boasts a regularly scheduled, standardized XML feed of MediaLive event data; MLII’s database vendor processes its data to give it a single view of its customers over time; and the database is integrated with the company’s e-mail vendor so MLII can segment and target relevant customers with offers that might be of interest.
The system also allows for cross marketing. “We’re able to look at the company level or the individual level, the whole holistic picture of what the company is doing, what the individual job functions within that company are doing, and match them with any of our events,” Rosato describes. Although the project is new—up and running since September 2005—thus far, it’s starting to show positive value, particularly in terms of boosting data analytics capabilities and finding and reactivating prospects, he adds.
For Rosato, all of this work really is about building a strong relationship with his customers. “We’re aiming to provide the most qualified leads to an exhibitor,” he says. “Likewise, we want our events to be relevant to our customers. We constantly gauge our audience profile to make sure the right exhibitors are at the right events.”—IC