April 2-3, 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.
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