By now, deep (or big) data is fully on your radar. You know it has value for your business. You know it requires your attention (or that of someone on your team). You know it's not about betting on the fastest pig. And, you know that publishers experiment with it daily—you may be one of those publishers. But, what’s working?
First, publishers who don’t let the hype around data overwhelm their strategy are the publishers who are seeing results. Deep data tells you what is working in your business and helps inform the direction of your content. It can serve as a catalyst for changes to your strategy, but it isn’t your strategy.
Secondly, publishers who remove data silos and combine advertising and audience data with content creation and editorial are gleaning the most meaningful data and actionable insights.
Now that we’ve addressed those two foundational items,
How are publishers using proprietary and 3rd party data to build engagement and revenue?
There are ample ways to use data in your content strategy. If you incorporate these five, you’ll start seeing changes in engagement and revenue. Just watch—and adjust accordingly.