How ALM is Capitalizing on Behavioral Data

There is an adage that states “you are what you do, not what you say you’ll do.” But until very recently media companies only considered what people said, relying solely upon self-reported data (such as online registration forms) for marketing purposes. Not only do these profiles quickly become stale, but frequently they’re not even accurate to begin with, as readers had little incentive to properly fill them out. By way of example, the most selected job title for ALM publication readers (primarily attorneys) who filled out an online profile form to access ALM articles in 2012 was “other.”