Northstar Travel Media Dives Deep into Audience Data

In the travel industry, real-time data and information istravelweekly critical to the success of many of the world’s top travel brands.  Enter Northstar Travel Media, the #1 B2B Information & Marketing Solutions Provider to the Travel Industry.  Northstar delivers an award-winning portfolio of integrated platforms, including magazines, websites, databases, online subscription resources, and conferences & events.  Northstar is a leader providing marketing services, content licensing, and database management.

But while quality research, data, and content is always the goal at Northstar, so too is the speed at which they achieve it.  How have they continued their excellence and value to this important niche market? Northstar knows its audience and carries a willingness to apply different strategies and techniques to serve their markets.

It’s this willingness to use all strategic tools that makes Northstar a leader in their Niche, according to Len Roberto, Northstar’s Director of Audience Data.

In order to create and produce world-class data and be the best in their industry, Northstar enlisted the help of Open Look, a solutions provider to the Media and Publishing industry.  This investment provides Northstar with a clear solution to an ongoing problem – Cleansing and Demographic Capturing in their Databases.

Specifically, Northstar had a particular database of over 8,000 records and needed to identify the profile makeup of these folks as well as determine if these businesses were still operating. The goal was to capture demographic information on a minimum of 1,000 records within a deadline of 6-weeks.

By identifying the specific demographics of the database it allows for Northstar to better target their marketing messages to specific clients based on their needs, business type, and job functions. In addition, it provided an opportunity for them to further market their product, Travel42, which is a subscription-based data resource providing travel professionals with a wealth of information.

In all, Open Look helped Northstar accumulate thousands of demographic surveys in a short window of time, allowing Northstar the flexibility to narrow their target market using the most updated data possible.



About the author: Brad Hastedt is managing partner of Open Look Business Solutions.


This article appeared in Niched Out News and is sponsored by Open Look Business Systems.


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