Hearst hopes this move helps it bring together siloed customer information. Finding the overlap between Hearst newspaper and magazine subscribers, for example, is a manual process under the current system.
“If a customer engages with us in one channel, we can bring that into another channel. We can do direct mail with email follow-up, or take the fact that you’re a digital subscriber and bring that in,” explained Charlie Swift, VP of strategy and marketing operations at Hearst.
“That same database, used traditionally for offline, becomes far more accessible for online advertising,” said Atanas Popov, senior managing director of media for Acxiom, which has partnerships with Facebook, Twitter and Amazon, among others, allowing its clients to target subscribers beyond traditional channels like email and direct mail.
Hearst will also be able to combine offline and online data with greater ease thanks to the cloud infrastructure. Open APIs offer opportunities for personalization. (more…)