While legacy publishing systems lock analysts into cycles of manual updates, new technologies automate tasks, improve workflows, and speed up information retrieval, freeing up analyst time to focus on higher-value activities.
So much information, so little time
Market intelligence consumers are typically time-poor business leaders who require reliable data and insight at their fingertips. They need analysis and data that cuts through the noise and keeps them at the forefront of the latest trends and news.
Discovering high-quality information was already getting exponentially harder with the growing proliferation of dubious information sources on the internet. Now, the rise of AI-generated content will allow those without expertise to quickly generate seemingly accurate content and make it harder to distinguish from genuine analysis.
It’s easy to understand why research carried out and authored by market analysts is such a highly valued and trusted information source. The strength of analysts’ reputations is shown in the Financial Times chart below.
Thousands of hours lost
Given how valuable analyst expertise is, the organisations they work for must ensure they are spending as much of their time as possible researching and curating cutting-edge market analysis.
We recently carried out research detailing how a typical analyst might divide their time over the course of a year without the help of a progressive publishing system.
We estimate that a typical business information firm spends around 1300 hours each year manually reformatting charts and tables. That’s roughly equivalent to 0.80 full-time analysts doing nothing but drawing up new data exhibits every time an update is issued.
Our modelling (pictured below) suggests manual reformatting on an annual basis costs around $120,000. When you move to quarterly updates, the cost grows to $478,000. Continual manual reformatting would cost in the region of $1.43m – that’s before you’ve even considered the cost of conducting the research. A research business that continues to make manual updates will see analysts becoming an increasingly expensive resource.
As consumers demand increasingly frequent updates, these costs will only keep rising.
The power of publishing technology
So, what’s the answer to combatting this huge drain on your organisation’s time and money?
Publishing technology, such as Publish Interactive, automates repetitive tasks, streamlines workflows, and speeds up information retrieval. Reducing friction during content production enables analysts to reclaim time, strengthen customer relationships, and increase revenue generation.
Here are three ways publishing technology can help your analysts reclaim time in their day:
Digital publishing platforms remove inefficiencies in the authoring and production cycle and utilise more dynamic content formats. Typically, analysts build charts and graphs from scratch, manually inputting new data into the analyst’s data exhibit creation tool of choice.
However, automation is now transforming analysts’ day-to-day tasks. By liberating them from tasks such as changing text, updating tables, and redrawing charts and graphs, automation in the content production phase is enabling analysts to maximise the quality and depth of their research.
As a content portfolio increases in size, search becomes increasingly important – and not just for end-users. Analysts can waste valuable time searching for previous research or articles published by certain authors. Dashboards and intuitive search built into publishing platforms make it easy to discover previous content by theme or author.
Furthermore, subscribers frequently ask account managers to help them find specific reports or information. But they’re not analysts, so they must refer these queries to experts. Intelligent search reduces the number of calls on an analyst’s time to answer customer queries.
Data-led content planning
System data can also help publishers identify slow and fast-moving topics and reallocate analyst time accordingly. Our research reveals that 80% of the customer experience typically comes from 20% of a publisher’s content library, suggesting hot topics do not currently receive enough analyst time.
By leveraging the data integrated into Publish Interactive, analysts can focus their energies on creating content that delivers the highest value. The same breadth of coverage can be maintained, but a more proportionate allocation of an analyst’s time is allotted across the entire portfolio.
The impact of freeing analyst time
Your analysts are your intellectual heart, yet traditional publishing systems restrict rather than empower them.
Automation, powerful search, and usage tracking are transformative for analysts. By freeing them from frustrating searches for information, manually re-drawing data exhibits, and spending time and effort on content that is not valuable for the business, they are able to focus their efforts on creating high-value, high-quality analysis.
With this reclaimed time, information organisations can re-deploy some of this analyst time towards deepening engagement with subscribers. Stronger subscriber relationships mean analysts have more time to create more personalised content. They can also spot opportunities to sell higher-value or additional products, such as working on consulting projects or 1-to-1 sessions with subscribers.
Focusing resource on value-generating activities provides the framework to grow and scale your market analysis business.