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2.1 First , introducing or collaborating with innovative business models could solve this apparent dilemma and lead to a win-win situation , as the examples of successful disruptors in the next section of this report illustrate . 2.2 Second , direct collaboration and data exchange with non-retail e-book hardware manufacturers could bypass the positioning and information function that has been occupied by retailers ( see figure 4 ). 2.3 Third , exploiting the potential of public information available in ( social ) networks could further provide the insights that executives need to make well-informed decisions .
3 . Scale : Publishers should leverage multiple data sources and aggregate the sum of small customer insights to create a clear picture of their target groups . Depth and width of consumer insights are directly correlated with the scale of underlying databases . Maintaining data collection and analyses over at least three to four cycles may help identify trends that , in turn , may help publishers anticipate changes in consumer behavior .
Although initial insights may appear trivial , the marginal value-added of new information increases with the amount of information and data already available , as it can be put in relation and context . Process digitization and the implementation and utilization of advanced CRM and ERP systems are crucial factors . Such systems are used only sparingly in publishing houses . Initial efforts and costs to apply such solutions often seem daunting , especially to smaller publishers . But neglecting the potential long-term benefit may pose a higher risk in the long run .
4 . Scrutinize : On the journey to data-driven decision making and planning , the original approach may prove insufficient or unsatisfying at a certain point . Thus , we encourage our clients to critically assess their progress and the quality of consumer insights . The outcome of decisions should be tracked and monitored to identify shortcomings and enhance these processes . Once data , information and decision-making have become resilient and reliable , they can provide a foundation for more insightful and strategic decisions .