For 18 years Willis Towers Watson circulated their industry outlook reports in PDF and print format. It was time to evolve.
Willis Towers Watson realised they needed more granular content performance data to help them understand how prospects and clients engage with their content so they could optimise ongoing marketing efforts
In a world which is fast becoming digital-first, Michael Buckle, Managing Director, Natural Resource within Willis Towers Watson, felt it was imperative to provide digital readers with an improved reading experience.
The limitations of the reports' legacy formats meant the business had no insight into which parts of the report people read, for how long or what topics and themes were of greatest interest to different readers.
Without any meaningful data or audience insight from the reports, the commercial team were working in the dark when evaluating interests and opportunities to action.
More insight would allow Willis Towers Watson to understand the impact of their work as well as which topics and features created the most traction – 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.
