What content do people want to read?

Challenge

If customers who have subscribed to a magazine or newspaper do not receive the content they would like to read over a longer period of time, this results in cancellations.

Solution

Of course, it is now possible for publishers to repeatedly ask customers about the desired content and evaluate these results manually. But there are much simpler solutions.

At the FUNKE Media Group, a customer data platform was able to find out how much and which content people want to read in order to be happier and more satisfied with the magazines and newspapers they subscribed to.

A campaign on the Customer Data Platform triggers automated measures that measure how much and what content customers read.

As soon as a critical threshold has been dropped, the responsible team can start a dialogue, deal with the readers' wishes and adapt the content accordingly.

At the same time, this solution allows customers to provide ideas and insights that they would like to read.

The benefits of a solution from The Data Institute

Through these automated campaigns, publishing houses can not only save money on manually following up surveys, but can also reduce the churn rate. Because in this case, it is possible to react before there are reversals.

This extends the life cycle of customers and creates a greater willingness to buy the next issue of the magazine or newspaper as well.