The publishing industry is currently experiencing the biggest upheaval in its history. Circulation figures in the print trade continue to drop while online business is not sufficiently equipped to cope with commercial demand. These days, only a minority of users is prepared to pay for journalistic content online.
But digital transformation does not just represent a series of threats. This is an opportunity for publishers to successfully design the transition from print to online, from a tailor-made, individual approach through optimum personal capacity usage to new ways of offering customer-specific offers and business models. However, for this to happen smoothly and successfully, a high-quality data collection is imperative, one which is specifically interlinked with an up-to-date analysis platform and can contribute to continuous knowledge provision on customers, markets and internal processes.
A 'clean' customer database is the foundation of every successful publisher. Linking internal sources, like order management, online registrations or newsletter subscriptions, allows you to continually 'clean' your address database, thereby improving its quality. This cuts down on having several database entries for one customer. You can also conduct comparisons by means of successful feeds, public listings or campaign data.
The high-quality database can ultimately be used for a well-segmented, individualised customer approach with relevant offers. This leads to a high level of customer satisfaction and loyalty. Simultaneously, it represents a reliable source for further analysis. More sturdily structured and automated processes for entering and qualifying data also facilitate prompt access to existing customers and potential new customers, in particular. The stream-lining of subscriber acquisition processes ultimately increases success rates and reduces the associated costs.
The customer value (Customer Lifetime Value - CLV) is extremely important when it comes to determining development potential and specific measures of any description. It also represents an important indicator for further analyses. With the help of a modern data platform, you can carry out substantiated customer value analysis based on clearly defined classifications. The linking of movement data and purchasing patterns means that the customer can actually be represented throughout his entire (subscription) life cycle. Prognoses of future behaviour patterns are carried out in real time and can be integrated into specific development plans for the customer at the time the contract is signed.
Potential candidates for changing providers can also be reliably identified. Accordingly, you have the opportunity to take counter-measures in advance by introducing individualised offers and the use of targeted campaigns. It also guarantees that you exclusively approach lucrative customers.
Detailed knowledge of the customer means you can significantly increase the success of your campaigns. And intelligent linking with other data sources is, in turn, the ideal starting point for successful knowledge gathering. For example, you can add data from market and competition analyses or from previous campaigns. As a result, you have access to reliable information for planning parallel as well as multi-level campaigns from potentials leads to fully subscribed customer. These measures can be coordinated across different channels. You will receive information on campaign potential and the likelihood of customers "churning" in advance and can thereby generate reliable prognoses on the success of future editions. And: Planning campaigns can be automated to take into account all internal and external sources of information.
Finally, you can monitor and assess the efficiency of your measures in real time: By linking campaign costs, revenue data and leads and customers generated, the costs per lead can be accurately determined. The total value of the campaign is simultaneously determined.
Far too often, order management suffers from quality issues during the data import as well as from slow and unreliable processes. Automated preparation and validation means that your database will be of the highest quality. Internal processes are optimised at the same time. This means that manual effort is reduced and with it the associated staff requirements and costs. Digital products can be directly activated for increased customer satisfaction.
While monitoring the online shops will reveal any irregularities regarding the campaign periods and the current offer. Meanwhile a systematic fraud recognition system for subscription assignment means that you can identify any 'undesirables' quickly and efficiently.
In order to guide a publisher through the rocky road of digital transition, we keep a constant eye on a number of performance indicators. Modern Analysis Tools provide you with the necessary support to do this. This begins with campaign management: Daily reportings provide detailed progress controlling of costs, income and editions. In-depth analyses can be made for individual campaigns, customer groups, orders and even for change processes. Beyond that, a forecast will produce - automatically if required - a review of ongoing as well as future measures which provides a solid basis for further budgetary and revenue planning.
You can also generate a daily automated forecast of editions, costs of distribution and sales revenue. The options of Self Service BI solutions available today will enable your department to generate independent and ad-hoc reports. This means you will constantly receive new knowledge, in order to adjust strategies and individual measures in a targeted manner.
Address selection is a constant and huge drain on time and staff. Publishers can benefit massively from a modern data model in this regard. The department in question has the option of using independent and automated selection processes for defined purposes, email campaigns or delivery to internal or external bodies. This does not simply reduce costs, it also improves quality.
Additionally, you can carry out analyses on the best candidates for a particular campaign. And: You maintain full transparency on where and when an address is used.
In the context of social media, the benefits of modern analysis platforms are displayed to their full advantage. With the help of high-performance Social Listening Tools, you can capture a picture of prevailing moods in real time, assess it and represent it in clear diagrams. So, not only do you receive valuable suggestions on topics, products and services, you will also receive constantly updated information for creating increasingly accurate customer segmentation. Linking webpage and Facebook log-ins will add considerable value to this stream.
In addition, you will be able to identify influential opinion leaders and approach them directly. An alarm function will indicate relevant statements, so that you can react directly and take any counter-action required in the event of any negative developments. By linking several performance indicators, you will be able to differentiate between individual levels of user commitment. This allows for a substantiated performance measurement which differentiates between visibility, commitment and recommendations.