Reed Business Information

Profiling leads to niche targeting for European publisher

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Reed Business Information (RBI) is an international online and offline B2B publisher. They provide a multitude of web products and data services, host conferences and publish magazines applicable to many business sectors including the electronics, construction, media, manufacturing and hospitality industries.

Objectives

RBI wanted to identify prospects with the highest propensity to subscribe to one of their UK titles ‘Estate gazette’, a leading commercial resource for property professionals.

Solution

Utilising the Estate Gazette readership data to its optimum, we identified, segmented and synchronised lapsed and current subscribers data with our own business universe. An accurate data profile emerged enabling us to build a sophisticated ‘look-alike’ scoring model and benchmark companies and individuals most likely to read and subscribe to Estate Gazette. This formed a high quality marketing base of primary prospect purchasers.

Results

On the back of the profile analysis we compiled three sets of prime niche targeted data records which formed the foundation of direct marketing campaigns conducted by the company. Going forwards this model will be replicated on a global scale for RBI’s Euro property publication. Using our management information systems, profiling and analysing services benefitted the client with invaluable insight into the response behavior of their customers, which has been quickly reapplied to future campaigns. It has provided invaluable insight for RBI who wanted to understand their customers and identify their best potential customers.