Learn to read your users data and start selling more content

Shivani Ekkanath

Ever wonder how your users feel about your content? Learn how to track your user’s data from your user database when you use the Publica platform today!

Analytics Insider reported that data analysis is  the “next elixir for marketing strategies.” This is especially true in these times of the so-called "new normal" that we are currently living in. Since the world experienced another pronounced and seismic digital transformation during the pandemic, data analytics remains an important indicator of business success. 

In today’s increasingly globalized and digitized business world, it is important for businesses to be armed with relevant data to ensure they are constantly sustaining and improving their performance. A report by Martech Series concluded that understanding how to use data could boost business profits by 6 percent. Making decisions backed by crucial and relevant data for your business can also further improve productivity by 5 percent. 

According to the Harvard Business Review, organizations that are able to use information and data effectively are three times more likely to report improvements in crucial decision-making than those that do not use data. One can also expect a positive impact on personal engagement as well as customer retention and brand loyalty. 

However, only around 21 percent of global workers feel confident enough to use data. This is, unfortunately, a testament to the inadequate levels of data literacy in the workforce. In today’s virtual working environment, more aspects of business operations and customer interactions are being tracked. This creates more data that can be used to improve and evaluate performance. Businesses now have a greater incentive to take advantage of these opportunities. 

Why user’s data is important for publishers and content creators 

A content creator, organization, or publisher can now have the arsenal of reviewing data metrics in their toolbelt. Publishers are able to use these metrics to inform their sales strategies. They can apply it to understand its implications, evaluate its quality, and communicate data appropriately and effectively. 

With the Publica platform, it is now easier for content creators and publishers to track and interpret their business analytics and content reception. They can use tools such as Facebook Pixel and Google Analytics (to do what?--this sentence is missing information). The platform enables them to easily track and analyze their user data, metrics, and statistics with great ease and accuracy. Instead of spending time trying to figure out how to interpret data for your business, Publica ensures and helps organizations to derive relevant insights from its services.

Tracking users’ data: Setting up your own store vs.  a third-party seller 

Publica helps individuals and organizations set up their own store on the platform. Organizations are able to reap the benefits of launching their own store rather than relying on third-party sellers. By launching your store with Publica, the profits can range from  70 to90 percent. This is compared to the 40 to 60 percent profit margin that third-party sellers offer. 

Many publishers tend to rely on third-party sellers heavily while also having to share the space with other competitors. Setting up a storefront gives publishers the opportunity to perform their own marketing actions, create sales strategies, and customize their store with their own publications. This also allows the possibility of creating new and combined business models. This information may also help businesses eventually grow their revenue. 

Tracking the behavior of users from your user database! 

Publica gives publishers the ability to review analytics and important statistics on their publications and users. Publishers also have the ability to link their Publica store to google and Facebook analytics via their desktop or smartphone to better plan out their marketing strategies. This allows them to gain further clarity and information on their users. 

With the help of Publica, publishers are able to gather their users’ email addresses and analyze engagement. Some of the statistics that Publica offers on publications are: number of sessions, time spent by each user on an individual publication, and the total reading time spent by all users on a publication. The data can be queried into time frames, making it easy to track any changes over a specific time period. Any information provided by the Publica platform can also be easily exported to a CSV file for offline data evaluation and review. 

Benefitting from users’ data 

It is important for publishers to keep their users informed.  This can help improve customer branding and enable publishers to anticipate the needs of their readers in a more timely manner. It is easy to create a community and build engagement by interacting with users. Publishers are able to inform their audience of the latest publications and provide relevant updates on new content. 

Usage statistics can help publishers better focus on content that caters to the needs and interests of a specific reader demographic. Publishers may also gain insights on where users are connecting from. With this information, more targeted subscription models can be offered. Publishers are also able to determine the best channels to reach and communicate with their target audience. Moreover, publishers are able to easily email their users from their Publica store, export all email user databases (to use with other tools such as MailChimp), and share publications on social media in order to expand and diversify outreach even further. 

For example, Sinolingua, a Chinese publishing house increased its sales by using the Publica platform. Sinolingua wanted to extend its outreach globally while still continuing to reach the Chinese readership. The company wanted its digital content to be an effective complement to the print material on offer, especially due to the impact of the COVID-19 pandemic. Sinolingua was able to capitalize on this opportunity by making up for lost print sales by offering an alternative to engage with its users. By utilizing the metrics on hand, Sinolingua was able to determine the scope and nature of its audience. They were able to build a repository of content and showcase their digital book store via tablet, smartphone, or desktop.

Overall, it is important to define who your users are so that you are able to offer your content across different platforms. By getting a holistic view of a reader’s profile, publishers can tailor communication strategies to promote relevant content. As the digital content world continues to evolve and grow increasingly complex, success metrics remain key to unearthing the market. 

Why not set up your own online content store with Publica and even invite your friends? Sign up for an account and get quality metrics and data on your readership today!