TechWeb, a United Business Media division that caters to business technology professionals, has tapped InfoGroup’s National Accounts Division for database, campaign management and analytics work.
InfoGroup’s MarketZone Platinum marketing platform will help the media company consolidate and enhance its user databases, allowing TechWeb to create, launch and track targeted marketing campaigns. InfoGroup’s tools will also help segment TechWeb users by activity and interests and deliver targeted content to users.
“We were looking at expanding our database capabilities and are always looking to be at the forefront of having next-generational, relational databases to enhance our performance marketing capabilities,” Scott Popowitz, senior group director of audience and community development at TechWeb, explained. “One of our companies, the live events group, had partnered with InfoUSA, and it seemed logical for us to expand our relationship with it.”
TechWeb boasts more than 6.3 million newsletter subscribers and 700,000 magazine subscribers, as well as hundreds of thousands of participants in Web casts and live events. Though e-mail is its predominant marketing channel, the company also communicates with users by direct mail and telemarketing and on its Web sites. Popowitz expects the new InfoGroup database to enhance users’ experiences on the sites and better integrate TechWeb’s multichannel efforts.
The first phase of the database project will go live this fall. TechWeb site users should notice results by the second phase, when the database is integrated with the sites, allowing additional customization and preference-based alerts.
“This is about increasing the relationship with our audience,” Popowitz said. “With a lot of the opportunities that the IT universe has with Web 2.0 features, we are trying to be ahead of the curve in having a database that will enhance experiences and give users the ability to update preferences and needs as careers change.”