Data mining for new markets
As scholarly article output has continued to grow at an exponential rate from emerging territories such as China and India, so author submissions to your books and journals have probably grown too. This makes it […]
Publisher Marketing
Measuring social media marketing
There was an interesting article in Marketing Week this month which neatly exercised most of the usual arguments around social media marketing. The article cited a survey suggesting social media had “little or no value […]
What does Open Access mean for marketing?
Subscription data normally sits at the heart of a publisher’s view of the customer, because it’s crucial to know who has paid for what. But, the same rules don’t apply to Open Access (OA) journals, […]
Can I talk to you or not?
An integrated, single customer view has many benefits but it can often pose a tricky question too if your various data sources harbour different opt-in/opt-out contact permissions for the same individuals: can I talk to […]
In search of the elusive ‘end user’
When selling or marketing subscription journals, you need at the very least to have a firm grasp of who is and isn’t already getting access to your content. Your approach will clearly be different for […]
Why you can’t afford to ignore customer networks
Every publisher selling content to institutions or companies will have encountered the complex topic of customer networks: the relationships between organisations and their parent and subsidiary parts. While difficult to understand and exploit, it’s important […]
Making the most of your institutional contacts
Many of your individual contacts will be affiliated to one or more institutions. Identifying these ‘related contacts’ in your data can be a challenge, but this information is a valuable component of a ‘single view’ […]
More than just a pretty picture
The term ‘data visualisation’ is often associated with unusual or complex (and often artistic) visual representations of data. It’s easy to be drawn to these images, and to overlook the value of more traditional and […]
Understanding institutions at a glance
One of the main benefits to publishers of a ‘single customer view’ is the means to combine data from different sources into a one-page ‘at a glance’ overview of each institution. This might present a […]
What does CRM really mean?
CRM (‘Customer Relationship Management’) is a broad term which can mean different things depending on who you ask and the context in which it is used. Systems described as ‘CRM solutions’ typically reflect this by addressing one or more of the areas listed below rather than all of them. When evaluating this type of software, it is therefore important to understand what you mean by ‘CRM’, and exactly what you want to get out of it.
