Using leads in publishing in a targeted manner

Challenge

In publishing, leads are usually generated through dialogue measures or competitions. Here you ask for consent (opt-in) in order to be able to make offers and to be able to target or write to the potential customer.

However, if you do not contact potential customers within a certain period of time, then the opt-in loses its validity and you have to delete the lead. As a result, you not only lose potential turnover, but people who have signed up for a dialogue campaign or a competition are also surprised that they are not being targeted — as mentioned above.

Solution

One solution to this challenge is to manually structure this data and the associated opt-ins. But this solution requires time and resources.

At FUNKE Media Group, this challenge is solved by a customer data platform. With the help of these, leads automatically aggregate from the various sources and are contacted automatically. This contact also matches the source from which the respective lead comes. For example, a lead took part in a travel competition. He will then be contacted with information on the subject of travel.

The benefits of a solution from The Data Institute

With this customer data platform solution, companies can address the personalization of users in a more targeted manner. Increasing customer centricity is leading to a more adequate use of leads and thus also an increase in conversion.