Audience monetization
El Tiempo Publishing House 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 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 2: Enrichment 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 datasets 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
- To have an experienced team focused on Data Management, helping to establish project priorities and using the best practices in each industry.
