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Success Stories

The Economist

The Economist Reinvents Advertising Sales and Achieves 10:1 Campaign ROI

 

The Economist uses Oracle Marketing Cloud to move from mass communication to 1:1 communication using data to personalize the journey across channels, reduce costs by half, and amplify customer understanding for this iconic publisher.

 

Challenges

  • Growing readership and increasing paid subscriptions across all markets
  • Re-establishing The Economist's original campaigning voice in the progressive reader’s eyes
  • Organizing, parsing, and scaling massive amounts of third-party data to create advertising value
 

Solutions

  • Data management platform (DMP)
  • Marketing automation with CRM integration
 

Results

  • 50% of campaign's initial target achieved in just nine days and 500% within 12 weeks.
  • Cost of acquisition divided in half for a total of 8M re-targetable contacts.
  • 64% increase in US brand awareness and over 22% rise in consideration in the US and UK. 
 
The Economist
 

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“Since we started working with Oracle Data Management Platform, we have access to the Oracle Marketing Cloud portfolio of solutions. All the pieces work together and there are really good synergies between the platforms.”

Stéphane Père | Chief Data Officer | The Economist Group

The Economist

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