2014 Audiences and Analytics: Data for Direct-to-Consumer Marketing
Segments, fragments, preferences, and behaviors: the fact is, no publisher truly has one "audience." They have dozens of them. What kinds of information can a university press—or the scholarly publishing community as a whole—collect to learn about its audiences and to evaluate its efforts to reach them directly? How do we actually collect that information? And what have we already learned from the analysis? Panelists will discuss their efforts to gather data, share findings so far, and identify opportunities to learn more. This panel will include a summary of the findings of the Mellon-funded study on university press websites and direct-to-consumer efforts.
Chair: Jeff Colosino, Online Outreach Specialist, National Academies Press
Panelists: Dean Blobaum, Electronic Marketing Manager, University of Chicago Press
Joseph Esposito, President, Processed Media
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D2C @UCPbooks - Presentation (in PDF) by Dean Blobaum of data about Chicago's individual customers, particularly new customers, and direct-to-consumer sales generally.
"The University Press D2C Opportunity", Joseph Esposito