Client context
Our client is one of the UK’s largest multimedia publishers, a global brand with a product base spanning publications, business events, financial products and spin-off titles. The group needed to rework its business model to understand a new, more diverse audience that increasingly mixes and matches content from multiple sources.
The business problem
The publisher’s original digital sales model assumed the market would be largely self-sufficient. In practice, the contact centre was not equipped to help digital customers manage their subscriptions. The organisation also needed to better understand its readers to promote new digital products and supplementary offerings, while protecting existing subscription income.
What we did
Red Olive extended an existing data warehouse project to cover subscriptions, enabling the group to sell its spin-off products more effectively. We rationalised internal terminology so that definitions of “customer” and “subscriber” were consistent across the business.
We completed a SalesForce transition within a tight deadline, fixing bugs in existing code, cleaning customer data prior to migration and developing a new letter fulfilment programme. The system immediately started generating revenue throughout the group.
The results
The publisher can now target subscribers with a wider range of products than ever before. Data analysis has become one of the group’s strengths, enabling it to devise bespoke publications targeting sub-sections of its audience and build new revenue streams beyond its core news reporting business.
Looking ahead
The publisher can now target subscribers with a wider range of products than ever before. Data analysis has become one of the group’s strengths, enabling it to devise bespoke publications targeting sub-sections of its audience and build new revenue streams beyond its core news reporting business.
Red Olive is now designing a larger data lake that will allow the group to capture a wider range of reader interactions and open up new opportunities for analysis and product development.
