Enterprise Media Company
Our client is an enterprise media company with a portfolio consisting of two content websites, an online newspaper, and plans to expand into radio. The company needed a way to centralize user-generated data while simplifying subscriber access. They also wanted to drive new revenue through audience segmentation to enable more targeted advertising, while incentivizing readers to spend more time on-site by engaging with them in new ways.
The company’s existing system consisted of a hodgepodge of point solutions — many with their own login solutions and data stores — which led to information being siloed across websites and the tech stack, with no effective way to build anything like unified user profiles. In short, the business knew very little about its customers. This setup also resulted in poor customer experience on the front end with, for example, no less than six different logins for various services on their newspaper site alone!