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Having the best possible audience understanding has always been one of the pillars of publishers' success. But are we making the most of the wealth of data offered up by digital? The move away from CPM dependency has allowed different business models to flourish online, with many B2B publishers in particular already finding that leveraging user data is reaping significant financial reward, and some believing it is key to future B2C models too. So what are the lessons to be learned so far, and how can this approach be employed by publishers across the board to even greater effect? This forum brings together case studies and analysis from publishers already successful in this space to examine how UK media owners can profit from data without compromising trusted relationships with their users. We will look at the best techniques to collect, analyse and use audience information. What the implications of selling data are, and which business models are emerging as most successful. Speakers Heidi Thompson, Associate Partner, CACI Mike Shaw, Director, Marketing Solutions, comScore Chair: John Barnes, Digital Strategy Director, Incisive Media