Adroit developed a Single Customer View and Apteco’s Marketing System with both the FastStats and Peoplestage system to make it possible to contact different audiences. The audiences include individuals, academic institutions, and other organisations.
The underlying BMJ data model is complex; therefore, communication with these different markets requires the integration of different data sources to a complex base of business rules. This meant linking email communication & response history and web information as well as external industry data.
Integration with the Adestra ESP platform has been developed, along with social media, Facebook, Twitter, Instagram, and Google Ads. The social integrations worked across multiple accounts for each Journal title and required whitelisting with each social platform. Adroit has also developed a bespoke content recommendation engine to help promote the most appropriate content for each user using Python and Machine Learning components