March 5-6, 2019

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Using Cross-Disciplinary Insights to Understand Your Customer’s Journey

Room 1 | 2:15-2:45 | Tuesday, March 5, 2019

We leveraged behavioral data to first identify target audiences. Once these customers were identified, we sent them a custom survey that explored media preferences, content preferences and live journalism formats. The goal of this research was ultimately to help us understand how to speak with top management readers and what kind of stories and live journalism would be compelling for them to read.

This presentation will show how we used behavioral data (page views, cross-over analysis) as well as results from a primary survey (in a clear simple narrative) to provide a more robust understanding of consumer media preferences in order to inform content strategy and engagement.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Data integration/big data
  • Storytelling/data interpretation
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • New techniques – qualitative and quantitative


  1. It can be done ethically.
  2. It can be more precise. You don’t have to survey everyone in your database.
  3. You don’t have to ask basic questions in your survey since you can leverage behavioral data or you can validate results.


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