Publishers are missing out on some remarkable tools to help them know and serve their target markets better. Why? I recently went to Austin for the IIEX conference, which is for the market research industry. I quickly realized how many useful research tools are available, and how infrequently most publishers use them. For example, one…
Does your market put on, wear, or apply makeup? Do they drink soda, pop, or coke? Do they call their phone an Android? How do they pronounce “Versailles”? Those don’t sound like earth-shattering questions, but if you’re doing it wrong, you’re telling your readers you’re an outsider. You don’t know them, and they will erect…
You need to understand your customer’s experience with your brand so you can be proactive and deliberate in how you interact with your customers. One tool to help with that is a customer journey map, or diagram. But if you don’t follow these steps below, you might end up with a vision with no substance….
By adding benefit language to their paywalls! Why are newspapers dying? There are lots of reasons, but one contributing factor may be their paywall and subscription offers. Sorry to be blunt, but they’re pretty awful. I spent a few hours reviewing paywall messages on dozens of newspaper websites, and what I found was uniformly unimpressive….
Customer Data Platform Definition “A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems”. (Source: CDP Institute.) Some analyses of Customer Data Platforms take this general form: they list all the functions that CDPs have, or are expected to have, and then rank various CDPs…
If you’re not developing new products, your business is on (or soon will be on) a downward slope. The New Product Questionnaire and the Product Development Worksheet in this issue of The Krehbiel Report provides a framework in which to think about new products. You’ll undoubtedly need to adjust it to your situation, but it…
You should be A/B testing your offer pages, but in this article I’ll explain one thing you have to keep in mind while you’re doing it. Apparently I’ve read 13 articles from The Guardian in the past year, so they asked me to pony up. Here’s part of the message. An erosion of democratic norms….