Your customers and prospects hold all the information you need to make your business a success. Fulfilling their needs profitably is what business is all about, and understanding more about your audiences enables you to identify new opportunities, minimise risk and fine tune your messaging. So, what can you do to increase your audience and market understanding?

Fill in the gaps

Valuable information can be gained through business intelligence services. The information gathered can be explicitly targeted to fill in the holes in your current knowledge. Whether it’s a customer questionnaire, a large-scale industry study or a market opportunity analysis, using the expertise of an organisation like Publishers Communication Group can help you better understand the opportunities available to your organisation.

Look at current behaviour

We all leave a data trail whether we like it or not. Where we go online, what we read and download is all critical information to help information providers make better decisions, and provide a better service. It should be standard practise to analyse this information and to fine tune your activities. Integrated tools in our content systems help you build reports on customer behaviour. Usage reports, turn away data, and google analytics all help you to identify what your customers are doing, and what you can do to improve their experience.

Profiling

What happens when we start to combine customer sample questionnaires with behavioural data gathered through your site? We get enriched customer profiles which give us a deeper picture of their wants and needs. Ingenta Audience gives you a clear picture of the type of person accessing your content, and how you might improve your offering to better cater for their needs. Whether it’s suggesting additional content, or maximising the value of your audience with streamlined and contextually targeted ad sales, Ingenta Audience ultimately opens up new opportunities for your business.

 

Using tools and services effectively to increase your market and audience understanding can put you a step ahead of the competition. At Ingenta, we understand how to best use people and technology to these ends. Contact us to speak to one of our experts, or make an appointment at an upcoming event.