Data

B2B Media Is Leading with First-Party Data – and Unlocking New Revenue

Headshot of Andy Kowl
By Andy Kowl

 

Did you know brand recall increases when viewers see an ad on TV AND streaming? Download "A Practical Playbook for Multiscreen TV" to learn more.

For the longest time I resisted calling website visitors anything but readers. After decades as an editor and publisher, I pushed back on calling them “users.” I still don’t like the sound of it, but resistance is futile.

Individuals you have a relationship with – be they core customers, newsletter subscribers, or occasional visitors – are all users who generate data. As recently as 3-5 years ago, while many B2B publishers talked about the importance of data, few were using it in a sophisticated manner.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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