With over a century of experience as a leading global news company reporting on China and Asia, SCMP has gone from strength to strength in its journey from a traditional newspaper to a digital-first media organization. As SCMP's global audience continues to grow, the company needs to better understand its readers to ensure that users on its platform are consistently offered content relevant to their interests, drawn from the various publications in its portfolio.
In 2021, SCMP collaborated with the Google News Initiative (GNI) to build a recommendation engine that dynamically creates User Types based on various data sets. This allows it to serve up relevant content and calls-to-action, using algorithms to determine preferences and demographics. The goal of the project was to increase both user engagement across the board and conversions to paid subscriptions.