Applied Info Group Named to Maintain and Develop the Advanstar and Questex Customer Databases

Postal and eMail Data Joined to Create Multi-Channel Marketing Opportunities

Kenilworth, NJ — Applied Info Group has been awarded the database development, list fulfillment, and email delivery for Advanstar and Questex. Both firms serve multiple B-to-B markets with leading publications, conferences, and electronic media. While Questex purchased several publications from Advanstar earlier this year, Applied Info Group maintains the Advanstar and Questex databases separately.

Advanstar Communications provides an array of integrated marketing solutions for the fashion, licensing, life sciences, powersports, and automotive industries. A portfolio of 87 events, 58 publications and directories, and 127 electronic products contribute data to the Advanstar database.

Questex Media Group, Inc. is a global, integrated media provider, serving the technology, travel, beauty, home entertainment, landscaping, industrial, and specialty industries. A portfolio of 23 trade publications, 25 conferences and tradeshows, and a host of databases and online media brands contribute data to the Questex database.

Most publications in both databases are distributed via controlled circulation, which requires subscribers to submit qualification forms. Applied Info Group databases key demographic and qualification form data for each subscriber and overlays each record with SIC, sales volume, and employee size and consumer demographic and psychographic data for consumer files.

Applied Info Group maintains postal and email files in the same database which accounts for all postal and email coding in a de-duplicated file. According to Mitch Rubin, Applied Info Group President, the Advanstar and Questex databases now offer a unique ability to strategically utilize both email and postal channels.

“Because all records are maintained in a unified database, marketers can plan campaigns utilizing both touch points,” says Rubin. “Strategies can be developed that immediately follow-up responses to postal campaigns with email messages and vice versa.”

Marketers can also use Applied Info Group’s global search function to identify prospects across all data sources by any criteria. For example, a mailer may seek to reach computer professionals at small businesses on every file to generate larger universes.

In addition to database and fulfillment processing, Applied Info Group handles third party email campaigns for both companies including message assembly. Message opens, clicks, and opt-outs are tracked on a real time basis on each day of a campaign to accurately measure the results. A database profile of those who clicked-through or opened the email message is delivered in the resulting reports. Applied Info Group also runs each email campaign through its email filter software, which identifies potential issues with each email creative.

“We provide a full-service approach so that the manager and list owner can focus on selling the lists while we assemble, test, and execute each email campaign,” says Mitch Rubin, President of Applied Info Group. For more information on Applied Info Group's database and email marketing service capabilities, please contact Mitch at (908) 241-7007. Visit www.appliedinfogroup.com to learn more.