Developing a Single Customer View for BMJ

British Medical Journals (BMJ) needed a state of the art analytics and campaign system to support the broadening and deepening of their long-standing relationships with large healthcare organisations, clinicians and medical professionals both in the UK and internationally.

The problem

BMJ’s journal division publishes more than 65 titles of the world’s leading medical and allied science journals, which are accessed and read by medical professionals and organisations globally. Over 23m unique users accessed these journals online with over 66 million page views. Because of this, BMJ needed state-of-the-art analytics and campaign system that both attracts new customers and helps to retain existing subscriptions.

The solution

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

The outcome

By implementing a powerful data management and SQL layer, for the first time, the FastStats design can pull through the appropriate entities and their related information to support marketing communication programmes, including triggered and behavioural uses, across a range of channels.

Global access can be provided to users scattered across international markets by hosting the production system in a Class 1 data centre, with customisable access and security controls.