For 18 years, Willis Towers Watson circulated their industry outlook reports in PDF and print format. It was time to evolve.
Willis Towers Watson realized they needed more granular content performance data to help them understand how prospects and clients engage with their content so they could optimize ongoing marketing efforts
In a world that was fast becoming digital-first, Michael Buckle, Managing Director, Natural Resource within Willis Towers Watson, felt it was imperative to provide digital readers with exceptional reading experiences.
The limitations of the legacy formats of their outlook reports meant the business had no insight into which parts people actually read, for how long, or what topics and themes were of greatest interest to different audiences.
Without any meaningful data or audience insight from the reports, the commercial team was working in the dark when evaluating interests and opportunities to action.
Better reader insights would allow Willis Towers Watson to understand the impact of their work and know which topics and features kept their audience engaged – knowledge required to improve their strategy.
Willis Towers Watson is a leading global advisory, broking, and solutions company that helps clients around the world turn risk into a path for growth.
