In 2025, the biggest opportunity for leveraging data lies in breaking down silos to create a unified, organization-wide view of customers, enabling personalized engagement, predictive analytics, and improved decision-making across departments. Publishers can use data to enhance the author and peer review experience, develop new revenue streams, and connect research with real-world impacts to demonstrate value and drive collaborations. By integrating qualitative and quantitative insights, organizations can anticipate user needs, target untapped markets, and optimize content strategies, ultimately fostering stronger connections with their audience and increasing operational efficiency.
What do you see as the biggest opportunity for leveraging data in 2025?
“Connecting siloed user data from platforms for content, members, and meetings and targeting individuals in new ways” – Mike Di Natale, AACR“Streamlining article triage to limit reviewer exposure to poor content that would have been rejected anyway and leveraging data about the coming publishable manuscripts to micro target to the right audiences day of launch.” – Paul Gee, AMA/JAMA Network
“Connecting customer and audience data across the entire enterprise isn't just about marketing - it's about driving organization-wide business intelligence. When customer data flows freely, every department gains insights that improve decision-making, from content strategies to author recruitment to data-driven selling.” – Colleen Scollans, C&E
“Predictive analytics: Anticipate trends and customer needs before they arise by leveraging data for predictive analytics. By analyzing historical data and identifying patterns, make more proactive decisions that align with market demands. This forward-thinking approach not only enhances operational efficiency but also positions you as leaders in the community.” – Lou Peck, The International Bunch
“It is clear from the delta between our subscriber usage and the amount of traffic being generated that there are as yet untapped markets out there for the content we produce and publish. Using that data, in parallel with tools that allow us to identify organizations regularly using the content, has potential to open up additional revenue streams that we simply would not have considered in the past as they haven't traditionally been understood as users of scholarly content.” – Alistair Reece, GeoScienceWorld
“It’s about becoming proficient in working with data. This has become an increasingly important area, and publishers must either hire experts or partners with companies that have the necessary capabilities. Just as publishers have a content or publication lifecycle, they should also have a clear strategy for managing the data lifecycle.” – Christian Grubak, ChronosHub
“Building a comprehensive 360-degree view of researchers and wider research communities: By integrating data from various sources, publishers can gain deep insights into researchers' interests, behaviors, and needs. This enables personalized content recommendations, targeted marketing, and tailored support services, enhancing researcher engagement and satisfaction. Tying publications to real-world outcomes: Leveraging data to connect research publications with real-world impacts can demonstrate the real benefits of scholarly work. By tracking how research influences policy, innovations, and societal advancements, publishers can highlight the value of their content. This not only enhances the credibility and relevance of publications but also attracts funding and collaboration opportunities.” – Josh Dahl, Silverchair
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