Johnston Press renews database outsourcing deal

Local newspaper and website publisher Johnston Press has renewed its outsourced marketing database arrangement, first established in 2007. Alchemetrics will continue to provide marketing services solutions until 2014.

Since the partnership began, Johnston Press has expanded its database by 31 per cent and seen a 243 per cent increase in opted-in email addresses.

Under the deal, the publisher gets a centralised marketing database of customers across the group via Informa, the toolset provided by Alchemetrics. Business users within Johnston Press are able to query and retrieve data relevant to their line of business, while centralised control and reporting of access supports oversight.

Zoë Eastwell, marketing database manager, Johnson Press, says: “The Informa front end is perfect for our users within Johnston Press, many of whom have limited analytics or data experience and find it intuitive and easy to use. It has delivered consistent results and has marked a step change in the marketing of our titles.  With these results, the decision to continue the partnership with Alchemetrics was an obvious one.”

The company is also to trial the Dynamic Question Service solution from Alchemetrics which will allow the publisher to serve data collection questions dynamically to customers at each website visit. “Informa DQS, which will enable us to improve our understanding of our readers, enhancing the relationship we have with them, while at the same time allowing us to tap into the additional revenue streams this greater understanding of our readers can deliver,” says Eastwell.

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