This video is excerpted from a recent Publishing Executive webinar, “How Publishers Are Using CDPs to Drive Engagement and Revenue.” In the video Lee Enterprises corporate director of digital platforms Kyle Rickoff explains how the newspaper publisher implemented a Customer Data Platform (CDP) to increase the value of user interactions on its sites. Using a CDP, Lee Enterprises was able to segment its audience into a several groups, ranging from one-time visitors to devoted readers. Depending on a reader’s visit frequency, demographic information, and device usage, the publisher was able to deliver a customized user experience which drove greater revenue from the user.

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