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How to Understand your Audience

A discussion with the CEO of Cxense

Posted:
04 June 2014

Author:
@LaureNouraout

What if all the data from your audience was accessible in one click? That is what Cxense tools are offering. Some of the teams from our Reuters Hackdays had the opportunity to play around with it. To understand how it works and how it can help you interact with your audience, we had a talk with Raman Bhatnagar, Chief Executive Officer at Cxense, one of our partners. 

Raman Bhatnagar (1)

Can you explain to us what Cxense does?

Raman Bhatnagar: Cxense helps publishers succeed in a digital world by enabling them to better understand their audience, and act on this insight in real time. Our tools give publishers the ability to leverage big data so they can deliver highly-targeted content – both ads and editorial – to readers instantly, whether they are on a computer, tablet or mobile. Not only does this result in a better user-experience, it also allows publishers to better monetize their services. We work with some of the world’s leading publishers, such as Yomiuri and Tamedia, who use Cxense technology to create unprecedented personalization for readers, boost reader engagement and loyalty, increase advertising revenue and grow digital subscribership.

What is the technology behind it?

Raman Bhatnagar: Cxense uses a Software-as-a-Service (SaaS) model, which makes getting started very easy. The foundation of our technology is the Cxense Extraordinary Insight Engine (EIE), a data-driven platform that gives publishers the ability to capture, analyze and act on audience data. Around the Big Data engine we have 5 applications: Cxense Analytics, DMP, Advertising, Content and Search. Publishers can take advantage of some or all of Cxense’s sophisticated tools, in order to increase audience engagement, increase digital ad revenues, convert readers to subscribers and gain audience insight.

What are the key data that publishers can gather?

Raman Bhatnagar: Using advanced Big Data analytics, publishers can develop anonymous user profiles based on behaviour, interests, devices, subscriber vs non-subscriber, previous purchases, location and more. They can also analyse the content on their sites, using sophisticated contextual and semantic analysis to match the right users to the right content. Publishers can start by finding the answers to critical questions such as:

  • What content is each reader most likely to engage with?
  • Which of your readers are most likely to subscribe?
  • Which ads are readers most likely to engage with?

How can publishers leverage the insights they have access to?

Raman Bhatnagar: That’s an important question, and it’s at the heart of what Cxense offers to publishers. Our tools don’t just help publishers gather the data, but also to act on the information in real time. Cxense technology analyzes what each user does across a publisher’s online properties – whether they are on a computer, tablet or mobile – and combines this information with other first- and third-party data sources, such as CRM systems, marketing tools, and subscriber lists. Publishers learn which users are most likely clicking on select ads, which readers are most likely to turn into subscribers, and which new article an individual on the site will most likely read. This big data analysis can be used instantly to optimize and personalize websites and marketing communications, leading to an increase in revenue. Cxense enables publishers to personalize content and remove noise from the content experience by providing relevant editorial recommendations, highly-targeted advertising, advanced search, relevant product promotions, and tailored communications across a multi-channel marketing plan. This kind of personalization makes online visitors stay longer on sites, click on more ads, buy recommended products and sign up for subscriptions. All in all, user actions that help publishers boost digital revenue and grow their audience.

See also: Cater News to Your Habits, a recap of the EditorsLab - Reuters Hackdays