In a Data-Centric Age, Many Publishers Come Up Short [PDF]
Special report: Shortsightedness and organizational inefficiency could herald a major missed opportunity.
For all the buzz in the media industry about the mounting vitality of maintaining a unified, organized, and practical audience database, most publishers’ systems for managing such data remain rudimentary at best.
To gain a better understanding of where most publishers fall on the spectrum of data-literacy — and how they expect their needs to evolve in the coming months and years — Folio: surveyed publishers, marketing directors, and editors from across the media and publishing space. The results highlight what could be a major missed opportunity for publishers and media companies looking to stay ahead in a rapidly changing industry.
Also included is our Marketplace Snapshot: a survey of the handful of companies offering data-management solutions to the industry, and a table of the different products and services offered by each.