Fairfax Media Case Study: Creating a Unified View of Each Customer

Snapshot
- NZ division of Australia’s largest publisher
- Required single view of subscribers in order to deliver highly relevant content to them
- Ubiquity solution means editorial and events teams can now easily create, manage and report on all subscriber interactions
“By incorporating all our e-communications into one database, Ubiquity has enabled us to gain additional insights into the demographics and preferences of our readers and respond accordingly.”

Karl Martin
Digital Operations Manager
Fairfax Media

Assist Fairfax Media Business Group (FBG) to effectively manage its many online interactions with subscribers including emails, surveys, and event invitation and registration.

Solution

Top of FBG’s wish list was a platform that would provide a unified view of each customer’s engagement and preferences.

Their events team also wanted to be able to manage invitations and registrations for their comprehensive programme of events and conferences through the same database.

We responded by providing them with self-service access to our Engage platform, with a package that included:

Ability to create and send emails and online customer communications themselves
Full training and support
Flexible suite of branded templates
In-house knowledge of HTML not required
Consolidated database
Single view of all subscribers
Online survey tool
Event marketing and registration tool
New Zealand-based on-call support
Regular reviews for continual improvement.

Results

In 2010, Ubiquity became FBG’s email engagement partner.

FBG editors can now easily create and manage their regular subscriber e-newsletters via one integrated dashboard. They can monitor uptake of those communications to inform future editorial decisions, and also seek direct feedback from subscribers and prospects on their preferences via email surveys. Because the history of interactions with each customer is recorded, trends over time can be observed and responded to, ultimately building stronger relationships with readers.

The deep view of each customer provided by the consolidated database has also opened up additional revenue streams. For example, it assists the FBG event team to identify and segment subscriber audiences by areas of interest, tailor conference content to suit them, and then easily manage the event invitation and registration process, right through to post-event follow-up surveys. Advertiser and sponsor information of interest to the FBG audience can also be circulated to the database where they have opted in.