This week our guest is Adam Jones, who is the head of marketing insights at Springer Nature, a public of many well-respected periodicals that include Nature and Scientific American. Jones is probably one of the few digital marketers that doesn’t hate click-through rates and page view numbers. Rather, he things we have to reinterpret them in new contexts to better understand what readers do after they click or view a page. “We get tons of data from every click, and create stronger calls to action as a result,” he told us during our interview.
Jones talks about why marketers are scared of data and analytics, but says you have to build a solid foundation in these techniques if you are going to be successful in marketing these days. He also discusses the unique challenges Springer faces catering to a highly educated and technical audience. Loyalty and longevity of readership are two of the company’s greatest assets.
Also on the podcast, David recounts his recent trip to the Bletchley Park museums where modern digital computing was born during WWII. He blogged about it here.