Going Beyond Transactions to Learn More

Sales, marketing, branding and ROI drive much of today’s conversation about how to use social, content marketing and interactive. Yet it’s a missed opportunity when companies and nonprofits don’t use their sites to learn more about their stakeholders.

Surveying customers, harnessing data, and determining topical interests can help organizations better understand their customers, serve them with better information, and in turn, increase many desired marketing key performance indicators. Lower cost technologies make learning easier today, whether that’s using interstitial survey technologies, CRM tracking tools, or analytics.

I talked recently with Everyday Health VP of Market Research Carolina Petrini about how they are using Crowd Science to learn more about their stakeholders. They wanted to go beyond knowing that their readers were predominantly women to:
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