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»The Economist

The Economist Drives Results by Combining CRM, DMP And Site Data

The Economist collects plenty of data, but until recently each type, including browsing or subscriber data, could only be analyzed in a vacuum. That meant The Economist didn’t know the types of content viewed by its most loyal subscribers and couldn’t identify the behavior of readers at risk of dropping their subscriptions. For advertising, those... Continue reading »
by Sarah Sluis // March 13th, 2017 //
»
The Evolution Of The Programmatic Salesperson

The programmatic salesperson only came into existence about five years ago. What started out as an outsider position in the sales organization has become more mainstream as programmatic adoption increases. But the very people holding programmatic sales roles are already predicting its extinction, as the role gets absorbed into the entire sales process. “In three... Continue reading »
by Sarah Sluis // November 9th, 2016 //
»
The Economist Adds Video To Its Product Portfolio

The Economist is still mulling the particulars around how it’s going to monetize its just-launched video initiative, Economist Films, but one thing is sure – native advertising will have nothing to do with it. “There will never be a native element to our films because they have to stand alongside the newspaper as a purely... Continue reading »
by Allison Schiff // June 12th, 2015 //
»
Data: Still An Albatross For CMOs?

Data, to the marketing organization, is like a vitamin – good for your overall health, but sometimes an afterthought (or you forget to take it entirely). That was a core theme at The Economist’s Big Rethink conference in New York City Thursday, where marketers gathered for a day of discussion at the Time Warner Center.... Continue reading »
by Kelly Liyakasa // March 6th, 2015 //
»
The Economist Makes First Impressions With New Multiplatform Ad Units

The Economist has rolled out "First Impression" multiplatform ad units to let advertisers grab a weekly premium spot across all Economist channels, including its website, tablet and smartphone apps, as well as its print edition. The publisher has also debuted a new weekly reader measurement called “Total Economist Weekly Audience” (TEWA) in partnership with PricewaterhouseCoopers to help... Continue reading »
by Don Willmott // June 16th, 2014 //
»
Visual Revenue Lets Editors Use Audience Data Like Publishers

Add "holistic yield management" to the list of buzzy terms content companies are sorting through in trying to determine what's real and what's hype when it comes to building audiences and ad revenue. Over the past few weeks, Visual Revenue, which bills itself as the operator of a "Bloomberg terminal" for editors, has expanded into... Continue reading »
by David Kaplan // February 14th, 2013 //
»

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