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Targeting, Relevance, Engagement

Charleston Conference
7 November 2013
Presented by Jonathan Hevenstone, Senior VP, Business Development, Atypon

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Targeting, Relevance, Engagement

  1. 1. Jonathan Hevenstone SVP Business Development Targeting, Relevance, Engagement November 7, 2013
  2. 2. An update on Atypon’s Literatum •  Recent launches 2 •  Upcoming launches
  3. 3. Relevance: Getting the right content and tools to the right person at the right time. •  Researchers •  Publishers •  Authors •  Institutional / Library Administrators 3
  4. 4. Example of effective targeting: 4 A medical publisher identifies registered, self-identified gastrointestinal oncologists AND unregistered users who access a defined number of gastrointestinal oncology-related articles within a defined period of time and targets them with an offer to subscribe to gastrointestinal oncology email updates. Ø  This scenario requires technology that can be set up once to operate at scale, automatically, in real time, together with robust reporting that allows you to measure outcomes and optimize results.
  5. 5. Relevance drives engagement •  Turn unregistered users into subscribers and members •  Grow content consumption •  Grow subscriptions and memberships •  Grow usage per subscription •  Grow discovery of other useful content available from the publisher or via the institution 5
  6. 6. Ways to get to know your user 6 •  Collect and manage information about readers and their use of content •  Test different business models such as the Metered Model, shown above o  Offer unregistered users limited access in exchange for personal info o  Target users more effectively to drive registrations and subscriptions PAYWALL SHIFTS
  7. 7. Ways to get to know your content •  Skilled editorial practice •  Skilled collection development and management •  Metadata •  Taxonomies and semantic markup •  Automated semantic technologies 7
  8. 8. 1-4.1 Bullet Points Targeting, Relevance, Engagement Learn more Literatum