Findlay Media is a leading UK business media company for the manufacturing and engineering industry. It was looking to boost its data analytics capability to support its ambitions for growth beyond its core business-to-business publishing activities. It had a requirement for a flexible database marketing solution that would allow it to manipulate and analyse data in-house.
With BlueVenn’s blueANALYZER solution, Findlay Media is now able to provide internal and external clients with fast, actionable intelligence.
Findlay Media: Meeting The Challenges Of Growth
Findlay Media offers a broad portfolio of brands across a diverse range of manufacturing and engineering sectors. Recently it has become part of the Mark Allen Group, a progressive media business that delivers high quality content through market-leading journals, magazines, books, events and websites. Findlay Media has shown significant year-on-year growth and is constantly evolving with the development of new products and a continuous improvement programme for established brands.
In the past Findlay Media was primarily a business magazine publishing company and its circulation list, with names and addresses of people in the industry who received the magazines, was key to its marketing operations. As the business grew, the media company faced the challenge of providing effective marketing data derived from the circulation database and enterprise solutions such as advertisement and customer relationship management systems.
Supporting Business Ambitions
At Findlay Media, Paul Creber, Database Operations Manager, was developing an integrated circulation and advertising solution with a third party who recommended BlueVenn’s product for analysing and extracting data. BlueVenn’s blueANALYZER has supported Findlay Media’s growth ambitions ever since.
“Visually it’s great. If you sit someone in front of it, they can see you can extract data really, really quickly, analyse, build up queries and create Venn diagrams that bring the data to life.” Creber is keen to keep data manipulation and analytics capabilities in-house rather than subcontract them out, so that his team can be responsive to the needs of a fast-moving business: “Our team creates normalised views of a few existing tables alongside the main database tables. A data extraction routine runs every night and blueANALYZER normalises those tables, so that every day Findlay Media’s marketers have an up-todate version of the database.” Paul Creber, Database Operations Manager, Findlay Media
High Quality Data Drives Business Expansion
Now Findlay Media is using BlueVenn’s blueANALYZER to make sure that its business-to-business magazines reach all the relevant people in the industry. In business-to-business publishing, it is vital that controlled circulation magazines go out to the correct recipients and at Findlay Media the Circulation department is the main user of blueANALYZER.
A team of people phone every single manufacturing company in the UK, collecting high quality data, finding out and recording who the key individuals are in each sector.
“We build up a family tree. For example, we know there are around 300 people at one location at Jaguar Land Rover. We know who reports to whom and we know what those individuals do. We know what the company does and we have demographics against both the company and the individuals. It’s that database that blueANALYZER then accesses to identify qualifying individuals to whom we should send our magazines. That data is used to produce a CSV file that we will then put into various sortation programmes to produce final output to send to the printers who dispatch the magazines.” Paul Creber, Database Operations Manager, Findlay Media
High Quality Data Drives Business Expansion
While the Circulation department remains the key user of the analytics capabilities of blueANALYZER, increasingly Findlay Media is extending the analytics to provide market intelligence services to external clients. On request, the Findlay Media direct marketing team can easily extract data based on defined criteria and create a file of email contact details. The team offers a marketing service and will send marketing emails on behalf of a client or, in some cases, give clients access to that data for a year.
Data quality is key: “We have a data in blueANALYZER that we are going to analyse is of the highest standard and the highest quality,” explains Creber.
Findlay Media’s dedicated in-house teleresearch team Benchmark Research also taps into blueANALYZER. A forklift manufacturer might approach the sales team for the magazine ‘Works Management’ and request contact data on forklift truck users/buyers, along with information such as how many trucks they have, where they use them, what sort of contracts they have or how they go about the buying process.
“A client may want to know how many people there are selling forklift trucks in the North and who are the key individuals in those organisations. Using blueANALYZER we can find that information in about five seconds.” Paul Creber, Database Operations Manager, Findlay Media
Flexible Platform Adapts to Change
Last year Findlay Media became part of the larger Mark Allen Group. “They could see our strength in maintaining data and manipulating and analysing data and that is one of the main reasons they bought us,” says Creber. “When the Mark Allen Group came in prior to buying us I remember sitting in this room explaining what we do and showing them blueANALYZER Venn diagrams.”
Now Findlay Media looks after the circulation for all Mark Allen Group controlled circulation magazines.
“The flexibility that blueANALYZER has given us, the ability to change it very quickly, to add new data fields and then be able to very quickly analyse these new data fields has been critical to us.”
Paul Creber, Database Operations Manager, Findlay Media
Looking to the future, Mark Allen Group is reviewing its group-wide approach to data analytics and considering migrating to the cloud to enable consistent delivery of an analytics facility accessible to all parts of the group.
Creber has found blueANALYZER so intuitive and easy to use that even nonspecialists can use it so he is hoping to extend the platform to more users, including sales people. He works closely with BlueVenn account managers who keep him up to speed with planned developments for blueANALYZER, taking on board Creber’s suggestions for useful features.
The Wow Factor
The rest of the Mark Allen Group is using a different system for data analysis: “We have seen how difficult it is to use and seen them struggling with it. We’ve been taking over data sets and the sales guys who used to have to wait two or three days to get the information they wanted are flabbergasted that we can turn it around in half an hour.”
Findlay Media marketers are finding that BlueVenn’s blueANALYZER arms them with all the information they need to sell effectively as well as provide an impressive analytics service to external customers. Creber describes the impact of blueANALYZER’s highly visual interface: “It has that great wow factor. It did for us when we first saw it and nothing has changed – every time we introduce new clients to it, you always get that wow factor.”