Delivering industry-leading analytics capabilities
The Guardian’s ability to know their visitors, treat them as individuals, and organise database marketing for maximal return plays a big role in keeping the publication profitable. It’s a story years in the making.
TAP CXM contributed data management expertise in the early phases of the project, helping The Guardian to orientate towards reader-centricity.
In 2017, advertising revenue was diluting around the online media landscape like ink in water. Subscriptions were in freefall as readership moved online, and GDPR restrictions loomed large. More publications every day were implementing paywalls to keep afloat.
But not the Guardian. They remained – and remain – “available for everyone, funded by readers.”
The Guardian charged TAP CXM with transforming their vision for reader centricity into a roadmap encompassing data management strategies, technology solutions and people organisation.