AC

Measuring Up: Gaining Customer Insight vs. Getting Lost in Business Complexity

In Metrics and Analytics on May 20, 2010 at 9:07 am

Read my complete post on The Scholarly Kitchen. Excerpts:   

Say goodbye to the days of shipping a hardback in a paper wrapper, cashing a check, and heading to the pub. Today, when content is parsed and customized for dissemination in various formats, to numerous devices, and through disparate partner channels, business analytics, assessment, and competitive analysis are (or should be) the modus operandi.   

As a colleague aptly summarized, “once we had readers, now we have users.”  The digital publishing business is a quickly becoming a content + tools = service business. This brings with it a new requirement to more completely comprehend end-user behaviors, wants, and needs.   

"Article-level metrics at PLoS" by dullhunk on flickr

 

Given the volume of experimentation in the information industry, it’s prime time to ground your business operations by establishing extensible processes that allow for routine evaluation of trends in information output, input, and throughput — not indiscriminately, but closely tied to the particulars of our content and mission.   

If you’re new to the service arena, it’s important to invest in understanding who your customers are (and will be in future), what is essential versus “nice to have,” and how behavior aligns with preferences to establish a use case.   

If seeking new ways to monetize your content, it’s not too soon to peer around corners and establish internal and external expectations that foster clarity and reinforce strategic capabilities despite an increase in business complexity.   

Having the capacity to centralize information from diverse platforms and channels is of greater value than ever to digital information businesses — and will set the stage for the next phase of growth.   

Read more.   

For those interested in joining a live discussion, Ann Michael and I will be conducting a session with Chris Beckett, VP of Business Development at Atypon; Mike Sweet, CEO of Credo Reference; and Marc Segers from iFactory  about digital reference monetization, networked data models, device use, and the underpinnings of a 360-degree customer view at the SSP Annual Meeting, June 2-4 in San Francisco.

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