How Forbes hopes to use data to build something better
Max Willens of Digiday examines ForbesOne, the business publisher’s first party data platform.
Willens writes, “While the earliest version of ForbesOne began with 22 audience segments built using user behavior across its website, the platform now synthesizes data from 70 different datasets, allowing every part of the organization to have a nearly real-time picture of how content, users and customers are all behaving across Forbes’s products.
“Leadership hopes ForbesOne can help insulate Forbes from the revenue crunch coming with the end of third-party cookies. But there are also hopes the visibility and insights available from ForbesOne can be used across the organization: A product manager might use the way people consume Forbes content before and after virtual events to change the experience future attendees get, or an editor might use content consumption reports to inform future coverage or distribution strategies.
“‘This is not to replace [our existing products], but to build something better,’ Forbes chief revenue officer Jessica Sibley said.”
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