B3: CUSTOMER (Internal)

In this session we will be looking at customers again – but this time rather than potential customers (ie your marketplace) we will be looking at your existing audience – be that long-term subscribers, retail customers or anonymous fly-by’s on your website.

The Deloitte Digital Maturity pillar model focuses intently on the customer, and the importance of understanding everything you can about them.

Inevitably this brings us again to the importance of data: in order to get to know your audience and become more audience-centric, you have to be able to track and understand customers, and the way that is done is by using data management systems.

What you do with that information will play into your planning – this knowledge about your audience should have an effect on everything you do from content selection to product development; from editorial workflows and schedules to strategic decision making and forward planning.

In this session we have a look at customer data, the use of metrics, using data to understand and connect with your audiences.

Your assignment is to think of unifying metrics that would work for your whole business – and we will return to the concept of organisational goals in the strategy module.

Presentation and Assignments for Lesson B3: B3: CUSTOMER INTERNAL

Videos below are also available in the presentation.

Once you go through the presentation, please complete the short individual quiz below to test what you learnt. Access to the quiz is available below the list of videos and it is necessary to pass, you must score 80% in order to progress to the next lesson.