Publisher taps technology for individualized customer relationships

Boston Globe Media Partners will improve marketing and customer engagement with the help of a solution from BlueConic. The publisher will use the marketing platform to gain a clear view of the customer, enabling it to deliver contextually relevant content to consumers.

BlueConic reports its platform will allow Boston Globe Media Partners to deliver on a vision of driving change through technology. As a result, it adds, the customer experience will be enhanced across all media properties including BostonGlobe.com, Boston.com, BetaBoston.com and Cruxnow.com.

Peter Doucette, VP of consumer sales and marketing at The Boston Globe, says, “We are breaking out of the mindset of traditional publishers by doubling down on technology, and BlueConic is a critical component in moving our business forward. Every day we deliver content to millions of anonymous users. In the changing landscape, it is vital for us to provide a seamless, personalized experience for users across mobile, Web and social touch points. BlueConic gives us individual user profiles for both known and anonymous users, helps us define segments and deliver actions or content that are most relevant on an individual user level.”

Doucette continues, “By leveraging its actionable insights across brands, we take personalization to the next level and provide a user experience that drastically outpaces the competition. The result is a more engaged audience, more subscribers and increased advertising revenues.”

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