Questex's Data-Driven Approach to Media and Events

We are a people-based business and it's our people, our ideas, how they are able to communicate that actually gives us a competitive advantage.

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Paul Miller, CEO of Questex, has led a remarkable transformation of the company over the past six years, focusing on three key areas that offer valuable insights for leaders in the media and events industry:

1. Centralizing Data and Operations

When Miller joined Questex, the company operated as 20 small, independent businesses with disparate data systems. He recognized that this structure limited the company's potential and took decisive action:

- Consolidated databases into a single, centralized Questex database

- Implemented a unified customer data platform (CDP)

- Centralized key functions like product development, brand and experience, data management, and event operations

This centralization allowed Questex to:

- Hire higher-caliber talent by offering roles within a $120 million operation rather than $5 million units

- Enable cross-pollination of ideas and best practices across the organization

- Force market-focused teams to concentrate on customers rather than operational tasks

Miller emphasizes that this was not a simple process, stating, "When I talk about it, sounds kind of simple, it really was a rip the company down to its studs and rebuild it as a fit for purpose for the new generation, really".

2. Leveraging Data for Content and Customer Engagement

With a centralized data infrastructure in place, Questex now uses real-time audience insights to drive content creation and customer engagement:

- Editorial teams receive reports on trending articles across Questex properties and the broader internet

- Content creators use this data to steer interviews, panel recruitment, and conference programming

- Sales teams leverage audience interest data to identify relevant accounts for targeted outreach

Miller provided a concrete example: "They now see that there's a huge surge in people reading about affordability of prescription drugs. Actually happens to be a real thing. And once they get that, the editors can then steer their content, their interviews, their panel recruitment, their conference programs to affordability as being a key section".

This data-driven approach allows Questex to:

- Deliver highly relevant content across digital and event platforms

- Personalize marketing messages based on demonstrated interests

- Increase the value proposition for advertisers and sponsors

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3. Adapting to Evolving Private Equity Expectations

Having worked with private equity-owned companies throughout his career, Miller has observed a shift in focus from PE investors:

- Board meetings have become increasingly data-driven, with members demanding supporting data for strategic decisions

- While EBITDA remains important, there's a growing emphasis on top-line growth

- PE firms are more willing to invest in growth initiatives based on data-backed strategies

Miller notes, "I'm certainly finding that growth, top line growth, is actually a much more significant part of my current conversations with private equity. And I'm not saying it never was, I mean, it was always there. But now it's almost like a, listen, let's invest for top line growth based on the data".

This shift has led to new types of data requests from PE owners, including:

- New logo performance metrics

- Customer churn analysis

- Pricing strategy evaluations

By aligning with these evolving PE expectations, Questex is positioning itself for sustainable growth and increased enterprise value in a rapidly changing media landscape.