Monday 30th January 2017
Incisive Media, whose innovation and forward thinking has won them multiple awards, took the opportunity to sell “one-to-many” on digital platforms early. One magazine to many users. In fact they went further and found a model that enables them to sell news and insight across many related sectors to many users. A “many-to-many” model that fueled enterprise subscription success based on understanding individual use.
The new challenge is how to manage individual relationships within an enterprise or institutional subscription.
One thing is clear – IP recognition as a means of authenticating and authorising enterprise subscriptions is not fit for purpose. A lack of security and a lack of transparency are just the most obvious problems.
It is the relationship between the individual institutional user and the publisher that fuels engagement. It enables personalisation. It builds associated commercial opportunities like conferences, awards or professional services. It creates the data for successful advertising campaigns – programmatic or otherwise.
But managing the data comes with an administrative headache.
But it doesn’t need to be like this.
The user data – attributes like usernames, job titles, roles, groups, sites, passwords – can all be managed by the enterprise themselves.
If the publishers have the confidence and the bravery to let go of the authentication process – they will gain so much more.
All enterprise accounts active. All nominated individuals have access. No forgotten passwords. No dead records.
Instead authentication is managed by the enterprise themselves. The publishers focuses on authorisation.
And provided the appropriate permissions are agreed when the subscription licence is signed all the valuable individual data can be passed within the meta-data of that authentication and authorisation process.
Does the publisher want to build personalisation around the user? No problem.
Does the publisher want to set access based on job roles or location? No problem.
Does the publisher want to understand the usage patterns, engagement and content consumption of the individual? No problem.
The publisher has to pivot their perspective and realise that the institution itself is the best agency to control their subscriber data in a digital world.
And then follow these seven simple steps:
But the hardest thing to do is to let go of control.
Once the publisher realises they are not best placed to manage their customer data – but the customer is – then the publisher can focus on the most valuable indicator of success. Engagement.
Or download our whitepaper that discusses the inherent risks in IP recognition as a substitute for authentication.
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