Video: Publishers Know a Lot About Their Audiences But Fail to Act on The Data
Personalized web experiences can help publishers reach a variety of goals, from increasing event registrations to growing reader engagement. But first, publishers need to understand who their readers are by connecting individuals to a variety of behavioral and demographic data. Deciding which pieces of information are most valuable and translating those insights into a personalized experience can be challenging, says CEO of Decision Counsel Sal Fuentes. And publishers must dig deeper into their data. “So often publishers look at [reader data] from a simple taxonomy topic level, and they don’t realize that there is a ton of insight that they can tap into.”
Fuentes spoke during a recent Publishing Executive webinar about website optimization and explains that publishers can use insights like geographic location, device and browser information, past registrations, IP matching, and more to serve up personalized experiences. Publishers can use geographic location data to provide more targeted event offerings to readers. As an example, Fuentes points to one publishing company that offers discounts to audience members who live further away from an upcoming event. The company found that nearby prospects were willing to pay the full price of admission, but those who lived further away and had more travel costs were more likely to register with the discount.
Watch the video below to learn how publishers can use their audience data to provide more relevant and engaging online experiences to their readers. This video is excerpted from the recent webinar “10 Ways Publishers Can Optimize Their Websites”. Watch the full webinar here.