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The challenge
Johnston Press is one of the largest regional media groups in the UK, publishing titles including Yorkshire Post and The Scotsman. The Group sells over half a million daily newspapers and over 1.5 million weekly paid-for titles. It also enjoys a substantial online audience for its news websites, with around 6.2 million unique users per month.
Johnston Press identified the need for a centralised marketing database to be available as a Group resource, both to drive marketing communications in a consistent manner and as a data source for new revenue generating enterprises.
It chose Alchemetrics to build and manage a single customer view to hold advertising and subscription data from its customers, along with promotional, competition, reader holiday, newsagent, travel agent, coupon, email, web and SMS data. Essential to the project was providing users across the group with access to the marketing database for data counts and campaigns.
The data management platform also needed to include processes for receiving, validating, cleaning and reformatting data alongside PAF address enhancement and database de-duplication to create a single identity for Johnston Press's customers and prospects. It faced...