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Mapp: Heise Online Increases Reader Loyalty with Data-Driven Customer Audience Management
Mapp just released another insightful blogpost:
London/Berlin, 15 June 2021 – Heise Medien is one of the leading publisher for IT and Tech news in German language. The media company has been relying paid digital content offers for some time. The publisher has now designed and implemented a customer audience management system for heise online, the leading online portal for tech news in Germany, together with Mapp and Dymatrix Consulting Group. In a matter of months, they were able to develop an innovative infrastructure based on the technical framework provided by Mapp that can be used to segment users and personalize marketing activities with the aim of strengthening reader loyalty. At the beginning of 2019, heise online launched heise+, a flat rate online magazine subscription providing coverage of IT and technology news, including exclusive content. Since then, their content and technology have been expanded regularly. An interdisciplinary team from Heise Medien set up the customer audience…
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