Penguin Random House Understands Its Customers and the Book Market
Insights delivered by Similarweb allowed PRH to keep track of what was driving customers' purchase behavior.
About Penguin Random House
Penguin Random House is the world’s largest trade book publisher. Worldwide, the company comprises adult and children’s fiction and nonfiction print and digital trade book publishing businesses. Their mission is to ignite a universal passion for reading by creating books for everyone.
"Similarweb has a great reputation, and it was already trusted by a lot of our folks internally through the free features they offer."
April Flores
Director, Consumer Insights at Penguin Random House
The Challenge
Limited visibility into what drives web traffic
It was virtually impossible for the Consumer Insights team to keep track of consumer trends without knowing their key audience and what motivated them online. To be able to target them with the right messaging, they needed to comprehend what was driving consumer search. Properly positioning the promoted books would guarantee that they would be relevant to the appropriate audience based on the current topics.
The Solution
Weekly category real-time insights into behaviors
Penguin Random House turned to Similarweb for real-time insight into consumer preferences. The Keyword Generator Tools help to pinpoint trending search terms based on temporal periods and essential cultural or social events, such as graduation season and COVID-19.
The Success
Creating a 360° view of the consumer online
With Similarweb as part of their arsenal of digital tools, alongside survey data and social listening data, the Consumer Insights team built a complete and real-time picture of their target consumers which it could share not only internally with marketing teams but also externally with their authors.
