The Next-Generation Database: Making the Leap from Demographics to Behavior
IDG Connect, the database and lead-gen division of IDG, is a strict departure from the demographic database model. General manger Frank Cutitta takes Audience Development (AD) on a tour of how a behavioral model works, and how it can give circulators a dramatically deeper understanding of their audience.
IDG launched IDGConnect three years ago in an effort to build acentralized customer database and lead-generation business fed by the databases of the various business units of the $3.2 billion tech media company. It represents a next-generation database in the sense that it achieves continuous growth not just by customer growth, but by combining behavior and laser-targeted content delivery to derive more revenue from an existing base.
