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Shaping Content Strategies with User Analytics and Identities: How User Analytics is Shaping Editorial Strategy, Driving Marketing, and Generating New Revenue
Abstract
User data has become the foundation of many businesses. The ability to increase the breadth and depth of user data to analyze trends is now the roadmap for information companies – providing direction for new business, content strategy, print to digital shifts and overall retention and engagement. In this chapter, the author will explore user identity and the three key core data buckets – Profile, Activity, and Behavioral – that define how to decipher audience members and their ‘user records.' The chapter will specifically showcase how user identity shapes editorial strategy, marketing messaging and drives revenue. It will look at the impact specific technologies are having on what data can be captured as well as the complexities around data capture in general – standardization, preservation, storage, relational data opportunities and data optimization.
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