Sanoma and Google set out to develop smart customer analysis in a machine learning based personalisation engine. Machine learning is the study of computer algorithms that improve automatically through experience. A personalization engine is a tool used to collect and analyze customer behavior and data to create a customized user experience, in this instance on the digital front-page of Helsingin Sanomat. The aim of implementing these tools was to improve the subscription income of existing subscription channels. The expectation was that more detailed information on customer groups would help to define the likelihood to pay as each customer group has different sales potential and a reader is more likely to subscribe if the content is relevant to them.