Let’s see: you have no real information on how often your content was used, nor by how many people, and you don’t have figures for all the people in a single organisation that read your expensively-produced research – nor the breadth of topics these people were reading.
How do you renew a subscription if you have no customer usage data?
Well, it’s not that you can’t renew. It’s more about how you can’t maximise the opportunity.
Imagine this scenario: you run a gym with a swimming pool. A local business signs up for a year, agreeing to have no more than three employees attend at once; but you don’t check who people are when they enter.
Consequently, on five occasions last week, there were more than three employees of the business in the pool at the same time. But you didn’t know this. What’s more, no one from the business has ever used the gym – which they are entitled to do. And you don’t know this either because you don’t check who is using what.
If you had this information, perhaps you could offer them a tailored subscription – extra swimming places and fewer gym slots?
To make matters worse, your competitors are already using this kind of information to offer tailored gym and swimming subscriptions – and it’s working!
So, back to research content: how do you renew a subscription if you have no customer usage data?
The answer is: you can, but without ever really making the most of the commercial opportunity.
If you need to understand customer usage data, we can help.