Audience Analytics

8 Lessons From Cosmopolitan on Publishing to Snapchat Discover
May 23, 2017 at 2:29 pm

One of the lessons for Cosmopolitan following the brand’s wildly successful launch on Snapchat Discover just short of 2.5 years ago was that “you have to dig beyond analytics to find out what [users] are saying about your editions and what they really care about”. Cosmo now boasts tens of millions of views per month…

Storyful & Ad Measurement Firm Moat Are Creating a Database to Track Fake News and Hate Websites
May 4, 2017 at 1:12 pm

A video creation company has partnered with one of the most prominent ad measurement firms to create a database that could help brands avoid fake or hateful content. Storyful—a division of News Corp.—is teaming up with analytics and measurement firm Moat to launch Open Brand Safety, a database that monitors misinformation and extremist content by tracking web domains and…

What I Learned at I-COM About Cookies, First-Party Data & the Fight Against Fraud
May 2, 2017 at 2:05 pm

For those of us in the media/data/research ecosystem, one of the best ways to geek out is to attend the annual I-COM conference, a global forum on marketing data measurement. This year’s conference was in the very pleasant town of Porto, Portugal. The conference is the brainchild of entrepreneurial Andreas Cohen, an American expat who…

Why All the Hype Around Customer Data Platforms?
May 1, 2017 at 3:10 pm

As someone who follows publishing-industry technology, you’ve no doubt heard the term “customer data platform” (or “CDP”) mentioned over the past year. In short, the technology pulls together audience data from a publisher’s communication tools to form profiles, and then helps a publisher both analyze the audience data (internally, for advertisers, etc.) and feed it back into those communication…

4 Keys to Building an Analytics-Driven Editorial Team
April 27, 2017 at 8:00 am

The B2B publishing industry is surrounded by analytics. From site metric tools to lead-gen platforms to ad analytics tools to advanced business intelligence products, we have a plethora of data flowing our way. If used right, this data can help us make decisions, understand usage, and ensure that we are truly meeting the needs of…

4 Media Tech Trends That Aren’t Going Away
April 20, 2017 at 1:08 pm

Many predictions about how technology will shape the media business were made when we hosted the FUSE Media Summit last year. Yet in the eight months since, a handful of these ideas are proving to have sustaining impact on how publishers do business. Here we revisit a panel discussion featuring three executives from IBM Marketing…

How Publishers Can Use a CDP to Manage, Analyze & Act on Their Data
April 18, 2017 at 11:46 am

Today’s publishers can gather more types of information than ever about their customers: subscriptions, of course, but also pages viewed, content downloaded, comments posted, ads clicked or ignored, products purchased, external audience memberships, opt-in and opt-out requests, and plenty more. Customer Data Platforms (CDPs) are packaged software designed to gather data from all those sources,…