Buyer's Guide 2015: Audience Data Management
This is a section from the Publishing Executive Tech Buyer's Guide which is a publisher's reference on emerging technology in the media industry. You can find other Buyer's Guide sections here:
Fulfillment providers have always been a crucial part of the magazine industry. As long as readers subscribe to print magazines, circulation files will need to be managed. What has changed is that the data publishers can collect about their subscribers has expanded well beyond basic demographics. As our digital footprints continue to grow, traditional fulfillment and list management services are being supplemented by more holistic audience data solutions.
Audience database services track a variety of entry points to a media organization, including sign-ups for webinars or events, website visits, newsletter subscriptions, and more. A robust database service can track how individuals interact with a business across different platforms and brands.
The vendors here provide a variety of services, some dedicated to certain specialties, while others provide a full suite of services.