Enhancements to Our Research Architecture

David Schatsky | March 06, 2006, 07:41 PM

Over the weekend, we relaunched jupiterresearch.com to feature our enhanced research architecture. Here are the highlights.

Expanding our Coverage of the Media Industries
In recognition of the sweeping changes affecting the media industries, we've reorganized and expanded our media research into a suite of four coverage areas we're calling Media Focus:

- Music - This research coverage area remains focused on assisting record labels, retailers, music media, and youth marketers in planning and executing digital music strategies.
- News & Information - This new coverage area analyses the news & information business for print, television, and online media companies.
- Online Media and Programming - This coverage area, which supercedes the current Content & Programming coverage, guides companies in how to use online content to achieve audience objectives (e.g., acquisition, retention, sales, ad revenues, steering audiences to other assets or partners), and how to exploit consumer-created content.
- Television & Filmed Entertainment - This research, which supercedes our Digital Television and Entertainment & Media coverage, advises constituencies up and down the supply chain of the television and film industries, from pay TV operators and MSOs to Hollywood studios, on strategy and tactics in the face of rapidly changing distribution paradigms and audience behaviors.

Rationalizing and Innovating Our Marketing Research

Our marketing research is more intuitive to navigate, while also expanding to cover cutting-edge areas.

- E-mail Marketing (formerly Marketing Operations), analyses the burning issues and trends of e-mail marketing, from segmentation, to measurement and optimization, deliverability and improving campaign effectiveness overall.
- Search Marketing (formerly Online Search), helps marketers, agencies and vendors profit from the rapidly changing and growing search marketing arena, from maximizing search marketing effectiveness, to managing search budgets, to competing in a shifting vendor landscape.

Also, in Q2, look for an exciting new stream of research in the marketing vein.

Other Changes Reflect Slight Shifts in Focus or Nomenclature

Some of the other changes are modest in scope and are reflective of changing industry priorities and terminology.

- Advertising & Branding is the new name for the research formerly covered under the areas Online Advertising and Marketing & Branding. This coverage area delivers data and practical advice to help advertisers maximize ROI for their digital efforts, assist publishers with generating ad revenue and enable technology vendors and service providers to position themselves best for prospective clients.
- Consumer packaged goods coverage is integrated into our coverage of Online Behavior & Demographics and Advertising & Branding.
- Following industry consolidation trends, brokerage and banking coverage are consolidated into a new Financial Services coverage area
- Customer Service & Support is the new name for what had been named Customer Relationship Management, in keeping with how the focus of this research has evolved with our clients' needs. Zach McGeary, who leads that research, has blogged on it today.
- European Broadband and VoIP is the new name and focus for the research formerly presented in European Platforms & Access
- European Mobile is the new name for European Wireless, in keeping with the accepted European nomenclature

Thanks for reading.