Monetizing anonymous reach is limited, especially for regional newspapers that cannot compete on scale. mh:n is the leading regional newspaper group in Northern Germany and we believe in identifiable and engaged users. In this project we set up a high-speed Live-CRM with our partner CeleraOne, which connects to all our digital platforms. There we consolidate all readers´data from different sources and segment them along a loyalty funnel. We identify opportunities on each step to make our users more engaged. Our goal is to convert a part of our audience into registered users and test business models with the data we gain.
A new data-driven ecosystem for journalism and commercial departments at mh:n based on a highly advanced live CRM.
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