Delivering a cutting-edge suite of offerings across print, online and events, Computerworld is the largest IT media network in the world. Miller Systems has been helping to market custom publishing and event properties for Computerworld for over three years. Specifically, Miller Systems completed work on multiple properties, including event site development, maintenance and registration for domestic events Premier 100 and Mobile & Wireless World and the domestic and international Storage Networking World events. Helping Computerworld to meet the information needs of IT leaders, Miller Systems also developed webzines and subscriber registration for Storage Networking World and WindowsAdvantage.com.
Miller Systems' overall challenge for Computerworld was to secure opt-in subscribers and distribute integrated content to help drive online subscriptions and event registration. Additionally, Miller Systems was charged with determining the overall success of online marketing efforts for each outlet with the development and implementation of accurate measurement tools. More specifically, Miller Systems' challenge was to:
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Design and produce event web sites and webzines
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Integrate event registration with event web sites and webzines
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Create and manage email campaigns to drive registration to events and traffic to webzines
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Provide secure, web based registration for events
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Provide success measurement capabilities and tools for event registration
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Provide webzine sponsors with valuable market intelligence based on the corroboration of web traffic stats and subscriber survey results
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Provide ongoing strategic and tactical support and counsel for online marketing objectives
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Provide reliable, scalable hosting
TECHNOLOGIES USED:
1. Webtrends Intelligence Suite 2. dataDriver ePush 3. TSCentral e-commerce event registration 4. Microsoft SQL Server 5. Macromedia ColdFusion
With its objectives clear, Miller Systems set to work, crafting an overall framework for the development and integration of each Computerworld-owned event site and webzine, as well as registration, and reporting. Miller Systems provided strategic insight and tactical execution for all properties' information architecture, creative, production, and engineering services. To power each site's registration process, Miller Systems employed an e-commerce event registration system, which it had originally developed as the Web's first secure e-commerce registration system for tradeshow in 1996 and sold to TSCentral, a tradeshow resource company. What's more, Miller Systems deployed its own dataDriver ePush marketing communications engine and integrated it with each web property for the creation and management of opt-in, content-rich email campaigns and surveys. Miller Systems also implemented Webtrends Intelligence Suite to corroborate the results of each properties' email marketing efforts with event site and webzine traffic patterns, collecting important subscriber-based market intelligence for sponsors. Finally, to keep all systems scalable and reliably running, Miller Systems selected, configured, and managed each properties' necessary hardware and software in its own collocated hosting environment.
With appealing site design and easy to digest content, Miller Systems helped attract visitors to each Computerworld property. More importantly, Miller Systems helped to convert these visitors into tens of thousands of opt-in subscribers for each of Computerworld's webzine programs. Likewise, having reached out to this broad audience of subscribers, Computerworld was able to increase and conduct online event registration as well. Finally, demonstrating the link between site content, traffic and email marketing, the improved analytics implemented by Miller Systems helped to showcase the resulting increased awareness of webzine and event sponsors' products and ultimately, enabled Computerworld to increase sponsor revenue.
Miller Systems, Inc. • 31 St. James Avenue, Suite 948, Boston, MA 02116 • Tel: 617.266.4200 • info@millersystems.com
