Audience monetization

House Editorial El Tiempo is the newspaper with the largest circulation in Colombia, and for one hundred years it has been a leader in news and content generation.

Challenge Our objective was:

Implement a business proposal focused on a data strategy that allows to maximize the monetization of audiences.

Project 15 months in 3 cycles:

• Cycle 1: Definition and structuring of the taxonomy of campaigns.
• Cycle 2Enrichment and activation of audience profiles.
• Cycle 3: Audience Monetization and Campaign Performance (Adoption and Workshop).

Solution Demystifying the promise of data and performance

Data collection and exploitation strategy

• We defined and implemented the data collection strategy, with information from the data layers, also restructuring the taxonomy with a commercial approach, seeking to broaden the scope of audiences.

Monetization strategy through data

• Find the best data sets for each business and define the best way to monetize audiences in private and public marketplaces.

Optimization

• End-to-End optimization service, considering analysis for campaign ROI.

Knowledge Transfer

• Having an experienced team focused on Data Management, helping to establish project priorities and using the best practices in each industry.

Results