Data doc­tors launch game changer in so­cial me­dia

Jamaica Gleaner - - NEWS -

WHEN IT comes to data­base de­vel­op­ment and mon­eti­sa­tion, Ron McKay, chief ex­ec­u­tive of­fi­cer of Mon­tego Bay, St James-based contact cen­tre Au­di­ence Data Strate­gies (ADS) Global, la­bels their new prod­uct, So­cial Ad­van­tage, a ‘game changer’.

“It’s def­i­nitely a game changer for our clients,” said McKay of their process that en­hances data drawn from vary­ing so­cial me­dia plat­forms to suit cus­tomers.

“Year af­ter year, one of the largest bud­getary line items for our clients is rent­ing third-party data. Ev­ery year the re­turn on in­vest­ments (ROI) on that data goes down. Ev­ery­one has been talk­ing about how so­cial-me­dia is a solution for that. And it should be. But no one’s been able to pull it all to­gether for the me­dia in­dus­try to give com­pa­nies what they need for a high ROI. Un­til now.”

WHAT IS THE FOLIO EVENT?

The com­pany re­cently show­cased its of­fer­ing at the Folio event in New York, United States, where McKay was one of nine in­dus­try lead­ers in­ter­viewed. The Folio event is the mag­a­zine me­dia’s most com­pre­hen­sive in­dus­try trade show and con­fer­ence, hosted in as­so­ci­a­tion with its par­ent com­pany, Ac­cess In­tel­li­gence.

Com­ment­ing fur­ther on So­cial Ad­van­tage, McKay said: “First off, it is very new data, very up­dated. On av­er­age, we can query peo­ple who have up­dated them­selves on so­cial net­works within the last six weeks. And you own the data. If you get so­cially sourced data, it’s a mar­ket­ing in­vest­ment. You’re not rent­ing a list.”

He added, “An­other as­pect is that ADS’s prod­uct in­ter­faces with sources of data for LinkedIn and Twit­ter and over­lays its own data­base sources to ap­pend, to bring you a com­plete record. So our data is highly tar­geted. It’s busi­nessto-busi­ness (B2B)-fo­cused, in­cludes phone num­ber and email ad­dress and is up­dated on av­er­age in the last six weeks. And with So­cial Ad­van­tage, it’s more than just the pub­lic pro­file – we’re able to pull data from the pri­vate pro­file too.”

MATCH­ING NEEDS

McKay, who is also pres­i­dent of the New Kingston-based Amer­i­can Cham­ber of Com­merce of Ja­maica (ACHAM), ex­plained that, “You’re a com­pany whose re­sponse rates to an event, say, are de­clin­ing. You, (a) tell us what the pro­file is of the per­son you’re looking for; (b) tell us what you’re go­ing to use it for; and (c) we tell you how many records we have. So we match your need to our data and you get all that in­for­ma­tion.”

He con­tin­ued, “Com­pa­nies right off the bat get a much greater con­ver­sion for what­ever they’re us­ing the data for. And they get to own the data. They can ap­pend, up­grade, en­hance as they see fit.”

This year’s event up­loaded a record high of 700 pub­lish­ing, ad­ver­tis­ing and mar­ket­ing pro­fes­sion­als from across the globe, with 50-plus ses­sions span­ning six tracks, four key­note ses­sions, two colo­cated sum­mits and an ex­hibit hall fea­tur­ing more than 40 in­dus­try sup­pli­ers.

CON­TRIB­UTED

Data Doc­tors: The in­no­va­tive ADS (Au­di­ence Data Strate­gies) team. From left: Se­bio De­laPena, head of sales; CTO Mario Ur­banic; Chief Op­er­a­tions Of­fi­cer John Spencer; and Chief Ex­ec­u­tive Of­fi­cer Ron McKay are all smiles as they launched the com­pany’s ‘Data Doc­tors’ pro­gramme at the FOLIO Show in New York City re­cently.

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