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As one of Argentina’s leading daily newspapers, LA NACION has been at the forefront of innovation as the media landscape evolves. With their emphasis on new technologies, the publisher understood the importance of a strong first-person data strategy. Yet, customer information was fragmented across their many media properties, and they had no way to cross-reference data on various sites.

The solution, LA NACION decided, would be single sign-on technology that would help them collect and process user data more efficiently across platforms, and they knew that Google News Initiative’s (GNI’s) resources and expertise could help.

“We’ve collaborated with GNI on various projects over the last four to five years,” says Terrizzi. “Thanks to that close relationship, we were able to work together to quickly move forward with single sign-on implementation.”

LA NACION has seen an increase in registered users and in users browsing across sites, as well as a drop in call center calls regarding registration and login problems. Plus, they see great potential for boosting conversions and subscriptions thanks to their new wealth of data.

“This has opened up a world of possibilities to create segments, personalize content, and offer subscription discounts to remove points of friction,” says Terrizzi. “We’re currently experimenting with the technology to see exactly how far it can take us.”

In the future, LA NACION will implement their single sign-on technology across other sites, and they are already in conversations with GNI to extend their collaboration as they identify new business priorities and areas of potential impact. For now, they’re sharing their message of prioritizing first-party data with media organizations across Latin America.

“What we want to do is inspire other media to action,” says Terrizzi. “Getting to know, in depth, the person behind the user is not only good for LA NACION and our business; it’s good for the industry in general.”