How Lee Enterprises Used a CDP to Tailor Its Monetization Strategy to Unique Audience Segments
Publishers have a limited amount of time and space to monetize online readers. That means publishers need to be particularly savvy about how they drive value from their audience. Should publishers pack an article page with display advertising, or should they present a subscription offer to readers? How can they determine which approach will garner greatest ROI? Kyle Rickoff, corporate director of digital platforms at newspaper publisher Lee Enterprises, says that a Customer Data Platform (CDP) can help publishers make these decisions, while increasing the lifetime value of their readers.
In a recent Publishing Executive webinar, “How Publishers Are Using CDPs to Drive Engagement and Revenue,” Rickoff explains how his organization implemented a CDP to segment its audience into a several groups, ranging from one-time visitors to its most devoted readers. Depending on a reader’s visit frequency, demographic information, and device usage, Lee Enterprises was able to use its CDP to deliver an optimized user experience. For example, a dedicated local reader would see fewer ads on a page and instead receive an offer for a premium subscription package or a promotion for an upcoming event.
In the following video, Rickoff describes how Lee Enterprises implemented its CDP and monetized the various segments within its audience.