Many publishers use data analytics tools to identify reader interest and pinpoint trending topics. But what is the best way to put these insights into action? How can publishers translate reader interest into new revenue opportunities? Omeda CRO James Capo says that reader interest creates an opportunity for publishers to collect more data about their audience. During a recent webinar, Capo explained how the website GEN (Genetic Engineering & Biotechnology News) tracked reader activity and used those insights to launch an impressive lead generation initiative. If a reader viewed two or more articles on the topic of genetic sequencing, for example, GEN sent an automated email to the reader, offering a downloadable PDF on that topic. The reader gained access to the PDF after providing some information about themselves, says Capo. That allowed GEN to fill in the blanks of user profiles and develop lead generation for advertisers.
“While the email address is important, it’s the additional demographic and behavioral data that really can build out additional products and services for you,” says Capo. In the following video, Capo explains how GEN executed this initiative.
The video is excerpted from the recent webinar “5 Ways Publishers Can Harness The Power of Demographic & Behavioral Data.” Watch the full webinar here.