MWM platform positions German ZGO to digital growth
The German newspaper group ZGO has successfully undertaken a digital transformation, from zero to a data driven decision making platform, in six months and is ready for the next step.
In June last year the newspapers Ostfriesen – Zeitung (OZ), Ostfriesische Nachrichten (ON) and General-Anzeiger (GA) run by the German Zeitungsgruppe Ostfriesland, ZGO, started a collaboration with MWM Insight as the process of merging ZGO’s different systems into one system was commenced. The MWM Media 365 cloud-based data platform was implemented, as it offers a framework for the customer journey by providing the key for customer acquisition through insights and analytics. A driving force is email marketing automation – low cost campaigns, whereby new subscribers are enticed. Recently a second subscription campaign was launched targeting customer retention.
Philip Thiemann, Project Manager at ZGO, concludes:
“The subscription ordering process and the introduction of subscription for low costs have, since we optimized our paywall, increased the number of online subscribers by approximately 33 percent, in just three weeks. At present this is our marketing focus.”
Today ZGO has the platform, the tools and real-time dashboards running to measure, visualize and accomplish the digital revenue journey. The process of collecting and refining more data is proceeding as to give customer and content insights.
Emma Bakovic, MWM Project Leader, entitles the process as digital transformation at high speed:
”Getting to a data driven platform in six months from zero, is an achievement. ZGO has already seen positive results from the first marketing automation activities. We are now ready to turn insights into actions to reach the goal of 15,000 digital subscribers within two years.”
MWM Group supplies IT-solutions and support for the publishing and printing industry. MWM is Microsoft software certified. The company has its own industry leading solutions that keep 200 media customers on five continents at the leading edge of systems support.