The company behind the London Evening Standard, The Independent, Independent on Sunday and its compact sister title i is planning to ramp up its data strategy to get closer to its readership.
ESI Media, the commercial team for the four titles, has hired Beta to make offerings more relevant to the readerships and generate greater returns through ecommerce and partnerships. The work was previously handled in-house.
The agency will help to develop insights for marketing and communications through collecting, collating and optimising data generated from the newspapers’ online, offline, mobile and tablet news coverage.
Last year Beta strengthened its direct marketing credentials by merging with Barraclough Edwards Chamberlain (BEC), the agency co-founded by former Proximity creative chief Chris Barraclough.
Beta managing director Paul Gardener said: “Understanding how to manage and leverage insights from customer data is fundamental to an effective communications strategy.
“We’re proud to be working with the teams on the Evening Standard and The Independent to help them get more out of their relationships with their readers.”
Andrew Mullins, the managing director of Evening Standard Ltd and Independent Print, said: “With the continuing growth of our digital platforms and the launch of London Live, it is obviously paramount that we use our data to drive engagement with our brands and products and Beta has demonstrated a clear understanding of the importance of this big task.”
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