We don’t want to brag, but we go way back with Utah Business Magazine. Since 2010, we’ve helped them understand their 20,000 print subscribers and 150,000 monthly followers through multiple readership studies.
The editorial and marketing teams at the magazine wanted to collaborate on optimizing their content to the preferences of their c-level audience to increase reader loyalty and recommendation of the magazine. A secondary goal was to drive higher advertising value through more targeted ad placement in their magazine and online channels based on individual reader preferences.
Like any good quantitative project, we started with a qualitative focus group with some of Utah’s most elite C-level readers to learn about their engagement with the magazine and their article preferences. With this information, Emperitas created a discrete choice experiment through an omnichannel survey with the entire readership base; whether they touched the company online, through the magazine, through their app, or at the magazine’s monthly award events.
Using the preferences and personas found through the readership survey, Emperitas built a simulator that allows everyone at the magazine to align content to specific demographics, business characteristics like industry, individual job titles, and personal reach/influence within the community (to name a few options). Utah Business Magazine has used this reader insight to hyper-target personas by article type on behalf of their advertisers while simultaneously improving the editorial content for their individual readers. Win/Win.
Our team is continually delivering the most accurate business intelligence for B2B & B2C companies in the financial, e-commerce, health, SaaS and consumer product verticals. Below are more case studies that illustrate our unique capabilities. If you’re interested in a more in-depth explanation let’s talk.