The Insights of "Big Brother"
Digital publishing takes user analytics to the next level. The product is delivered to the customer and used by the customer on a computer of one kind or another: reader, tablet, phone, laptop, etc. User analytics can not only gain insight into the behavior events leading up to the sale, but also after the sale when the customer is reading or interacting with the product or service. The publisher can, in a sense, watch the reader. While this is an admittedly Orwellian notion, it is no less powerful. User analytics generated from the actual reading or usage of the product may indicate something about how the offering is received by the customer, what is of value, enjoyed or found useful. This may drive a wide array of decisions, from product design to acquisition strategy. Big Brother aside, leveraging user analytics from digital delivery is an essential tool toward maximizing success in the digital marketplace.
- Companies:
- Amazon.com
- Apple
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