The QLD Government Business & Industry portal is a cross-departmental franchise portal aimed at making it easier for QLD Businesses to operate, grow and create jobs for Queenslanders. They do this by offering industry-specific news and advice to business operators. The only problem was that there are a lot of different business types to cater to, and what is of interest to one market sector is of no use to another. With Government spending under scrutiny it was important for DTESB to ensure they had a demonstrably successful website which included prioritising expansion to deliver forms and other transactional services online, reducing the regulatory burden on businesses and making it easier for them to find information and obtain licences, registrations and permits.
The obvious key to this success was being able to serve industry-specific content to different users from the same web site. But there was also a resource waiting to be tapped into. This resource is the Australian Business Account (ABA), which is essentially a CRM of business operators owned and managed by the Australian Federal Government.
DTESB identified that there are about 80 attributes, some of which have up to 6,000 possible categories to select from. As users can be identified by multiple combinations of 6,000 industry options, postcode, business stage, business size, and many other options, there is an almost infinite combination of fine grained segmentation being recorded, which DTESB wanted to tap into in the future, as they continue to develop more and more targetable content.