CAN BIG DATA MAKE YOU A BETTER PUBLISHER?

The growing demand for digital content has led to a big data boom, with huge amounts of new registration, subscription and usage analytics data being processed every day. Publishers need to make the most of this customer information, specifically data that highlights an individual's online behavior. Managing its online advertising inventory used to be a time-intensive headache for the Financial Times (FT). Post-Big Data, the sales team can access that information in about 8 seconds. In addition to streamlining a awkward process, it allows almost real-time visibility into the site and advertising data while allowing the Financial Times to actually raise ad rates while its competitors are lowering theirs. FT's innovative use of Big Data to develop an intimate knowledge of its website visitors allows the newspaper to present potential advertisers with a convincing value proposition. Publishers of all sizes must take advantage of Big Data's capabilities or risk irrelevance.