Usecase: behavioral tracker (data ownership)
Personal Profile
Mediafin (De Tijd / L’Echo) is the leading financial publisher in Belgium, approaching 6 million readers, with different brands in portfolio, covering financial news, company data, investment newsletters, personal finance products, luxury magazines, etc.
What we did
CHALLENGE
Mediafin was one of the first publishers to actively search for solutions to install a business model of subscription & advertising. Personalization evolved from smart paywalls to the philosophy of “the right content at the right time” throughout the customer’s preferred channel of communication. Only an independent provider of behavioral user data which is fully integrated in the typical complex architecture of a publisher could meet those expectations.
SOLUTION
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What started as a pilot with the user behavior tracking of sub brands as netto.be & monargent.be, the tracker quickly became the standard within Mediafin for all departments (editorial, commercial, marketing, …).
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Setting up a data lake in order to feed the internal data team was the next logic step
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Dashboards for business reporting and product insights and a full replacement of Google Analytics by custom dashboards & custom dashboards for single user views
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Auto-segmentation: permanent updating of user profiles, based on real time behavioral tracker
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Actionable user data for marketing and personalization (connectors: Salesforce, Hubspot, Qlik, Froomle, Smartocto, …)
ADDED VALUE TO EXISTING TOOLING OF THE CLIENT
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Agnostic behavioral tracker in full ownership of the client which assures full control over raw data
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(Anonymized) user data circulates in real time within the company & feeds all software that benefits from it (reporting, auto-segmentation, marketing automation, content recommendations, ad distribution, CRM, CDP, etc.)
RESULT
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Content recommendations & channel distribution: the right content on the right channel for the right person
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Performance of the segments increased. Existing segments get permanently updated, new segments get created based on serendipity insights due to the behavioral tracker.
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The latest realization is the silent replacement of Google Analytics by internal custom dashboards, fed by the fully owned raw data