Jeffrey Litvack is the Conference Chair of FUSE: The Convergence of Technology & Media. Learn more about this one-of-a-kind tech summit here. Nearly three years ago, as chief digital officer at ALM, I led the development of ALM’s native content program -- ALM was one of Polar’s earliest clients (now the dominant native platform) and…
ALM's Big Data initiative started more than four years ago -- before the term Big Data was even coined. It began with the editorial team setting up a content taxonomy. The goal at that time was to provide users better search capabilities and allow advertisers to target users broadly based on a content subject matter (i.e., display a particular ad for all content that is labeled e-discovery).
There is an adage that states "you are what you do, not what you say you'll do." But until very recently media companies only considered what people said, relying solely upon self-reported data (such as online registration forms) for marketing purposes. Not only do these profiles quickly become stale, but frequently they're not even accurate to begin with, as readers had little incentive to properly fill them out. By way of example, the most selected job title for ALM publication readers (primarily attorneys) who filled out an online profile form to access ALM articles in 2012 was "other