Digital Transformation

Going beyond pageviews: how to get a better understanding of your audience



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February 25, 2022 | 5 min read

Any business that relies on ‘content’ needs to have a detailed understanding of how their audience is engaging with it. A granular understanding of audience behavior helps to inform strategic decisions around content, shape product development, and ultimately, drive the commercial success of your organization.

The challenge for data teams today is how to get this detailed view. Many are limited by their current tooling and might not even be aware of the innovative ways they can measure audience engagement or the things this information can power. Quite often, they simply make do; unable to answer questions specific to their business, they have to rely on proxies and workarounds when reporting to other departments.

Other data teams, however, have chosen a different path. They’ve chosen to build a modern data stack with best-in-class tools and answer the questions that matter to their businesses. They’re fueling the growth of their organizations with behavioral data.

Going beyond pageviews

Going beyond pageviews

“By giving us the ability to measure what we want and collect data how we want it, the pipeline now enables us to unlock the power of data science and give our newsroom insights in real-time,” says Ross Fadely, chief data scientist at The Wall Street Journal (WSJ).

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Download Snowplow’s guide to:

  • Delve into the limitations of web analytics platforms and content analytics tools

  • Discover what you can do with a behavioral data platform (BDP)

  • Explore how pioneering media organizations are utilizing behavioral data

  • Feel inspired to gain a deeper understanding of your audience, and realize the potential of your data team

Digital Transformation

Content by The Drum Network member:

Snowplow is a behavioral data platform that collects and operationalizes behavioral data, at scale. We empower you and your team to rise above the difficulties of data delivery and organization, enabling you to focus on your data journey. Organizations used to compete on product, but today the key differentiator is who best understands their customers. With the data industry predicted to increase from $23Bn to $138Bn by 2026, the demand for clean, rich data is on the rise. But traditional tools don’t provide the granular information needed for deeper customer insights. Deep customer understanding begins with high-quality behavioral data. Generate complete, accurate and well-structured event data across all platforms and channels in a common format, with the Snowplow Behavioral Data Platform.

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