Customer Data Management for Publishers

High-quality data leads back to the growth path.


Disruptive changes are shaping the publishing industry; print is losing more and more in favor of digital offerings. Everyone wants everything for free. Publishers are forced to monetize their offerings. High-quality data helps them do this.


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Everywhere you look in the publishing industry, there are cutbacks and enormous cost pressure, publications are on the brink of extinction. The pressure to monetize previously free offerings is now high. This puts off many existing customers, who turn to other, 'still' free offerings. However, it also filters out those customers who are willing to pay for good publishing offers.

In many cases, however, the steps toward monetization are somewhat clumsy and follow their own necessities rather than the credo of creating concrete added value for customers. Which is a pity and avoidable. After all, publishers have plenty of customer data, both online and in print, from their publishing and subscription business as well as their advertising division. If this data is used correctly and its quality is optimized, monetary aspects can be tracked in a much more targeted and customer-oriented way because they are data-based. The decisive factor is the ability to hold the data in such a way that it reveals the knowledge it contains, from which information can be derived and profitably applied.

"Publishers need to prioritize process optimization as well as improvements to their innovation capabilities."

Data quality makes an important contribution to this:
 

  • Personalization:
    Reliable data makes it possible to address customers individually. Customers appreciate this. Personalization strengthens customer loyalty, improves digital sales and additional business in particular, and helps to develop new target groups.
  • Data analytics:
    They often pose challenges for publishers because skills and the right data management are lacking. Reliable data makes analysis easier. The knowledge gained opens up prospects in the direction of new business models and innovation.
  • Process optimization:
    Reliable data ensures that processes can be optimized. Optimized processes, in turn, ensure faster, more precise and thus more cost-effective processes that can be tailored to the needs of the clientele.
  • Cookieless:
    The digital ad business in particular relied on identifying target groups via cookies. Reliable data enables alternative ways of identification, e.g., through privacy-compliant matching in so-called clean rooms.
  • Data governance:
    Reliable data, together with optimized processes and resilient structures, create an architecture in which data management and data competence can be further developed in a focused manner, with the aim of monetizing offers and increasing reader revenue.

"Personalized offers help publishers to expand their digital business. However, this requires appropriate data management of high maturity, based on high-quality data."

Ricardo Becherer, Account Manager at Uniserv

"Personalized offers help publishers to expand their digital business. However, this requires appropriate data management of high maturity, based on high-quality data."

Ricardo Becherer, Account Manager at Uniserv