There is little doubt that big data has an increasing influence on digital publishing. The online environment is ideal for providing a world of industry data, related resources and media to users and advertisers, so that they can gain broader knowledge of their area of interest. In this capacity lies great potential for publishers to drive deeper content engagement and monetization. What’s more, user data—the information gathered about each user—provides publishers a tactical understanding of the audience and their needs. The more data you have about your customers, the more you can present relevant data to them in the proper context. Incorporating more data into both layers of your publishing strategy should be a priority.
We know that readers are looking for more immersive, interactive experiences across multiple devices. The availability of data that they can not only access easily but also analyze and share, creates a richer reader experience and presents an opportunity for publishers to further personalize content and showcase expertise and resources. Providing reliable data with key, unique insights can build on your existing content and engage your audience more deeply.
Yet, incorporating data still presents some challenges, as the technology continues to evolve. Namely:
The good news is you have time to consider the future implications of the data/content evolution and prepare for when data isn’t just appreciated, but expected from your readers. Start with these foundational steps:
If you consider these steps carefully, you will find yourself poised for when big data gets even bigger in online publishing.
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