NEW YORK, Aug. 18, 2015 /PRNewswire/ -- Penton, an innovative professional information services company, today announced that Tricia Syed, Vice President, User Marketing & Marketing Analytics, has contributed to the newly published Contemporary Research Methods and Data Analytics in the News Industry (ISBN-13: 978-1466685802) book, which highlights the research behind the innovations and emerging practices being implemented within the journalism and content services industry. The book was co-authored by, William J. Gibbs, PhD. and Joseph E. McKendrick, and was published by IGI Global.
"The advent of digital technologies has changed the news and information services industries drastically. While shrinking newsrooms may be a concern for many, journalists and information services professionals are working to reorient their skills and capabilities to employ technology for the purpose of better understanding and engaging with their audiences," said Gibbs. "Having someone with Tricia's expertise author a chapter with first hand information on how user data has become the foundation of business is invaluable to our readers."
Syed's chapter "Shaping Content Strategies with User Analytics and Identities" specifically focuses on how user analytics is shaping editorial strategy, driving marketing and generating new revenue. Syed outlines how to increase the breadth and depth of user data to analyze trends, which has become the roadmap for information services companies by providing direction for new business, content strategy, print-to-digital shifts and overall retention and engagement. She explores user identity, the core data buckets that define how to decipher audience members and user records as well as how user identity shapes new business strategy. In addition, Syed showcases the impact specific technologies have on data capture as well as the complexities around data capture, in general.
"It's an honor to have been given the opportunity to offer a 360-degree view of user data and be published along side industry thought leaders like MailChimp and BostInno," said Syed. "With a robust database of 18 million business professions, user data has become the foundation of Penton's business. This deep understanding of our audience allows us to drive more effective marketing programs and enhance lead generation."
Penton drives performance for more than eighteen million professionals each and every day. They rely on us to deliver: Insights, information, data & workflow tools to inform critical business decisions; networking & community to engage them with industry peers & partners; and marketing services to advance their business performance & deliver ROI.
Penton is a growth company with a track-record of strong performance and success and is backed by its co-owners: MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP.
For additional information on the company and its businesses, visit www.penton.com.