CLASS EDITORI IMPROVES READER ENGAGEMENT AND DELIVERS EVEN MORE RELEVANT CUSTOMER EXPERIENCES

Class Editori, founded in 1986 by Paolo Panerai, is a leading publishing house in Italy, with its multimedia ecosystem covering financial information, food, lifestyle, and luxury. The company, listed on the Italian Stock Exchange since 1998, is uniquely positioned within the Italian television scene, with thematic channels such as Class CNBC, Class TVModa, Class Life, and UPTv, the broadcaster for subways and airports.

The collaboration with Mapp is extremely important for the digital evolution of Class Editori. Our ambition, first and foremost, is to maximize our use of the AI technology and the expertise provided by Mapp, in order to understand the needs of our users. Furthermore, we would like to offer our readers content that not only exceeds their expectations but is personalized based on their usage preferences. Finally, being able to have a single solution to generate all the necessary insights and activate campaigns in real-time will be crucial in enabling Class Editori to optimize our internal organizational processes.

Roberto Bernabo

Chief Digital Development Manager, Class Editori

ACCELERATING EDITORIAL PROCESSES THANKS TO ARTIFICIAL INTELLIGENCE

Class Editori wanted to accelerate the digitization of its publishing processes and better analyze the behaviors and preferences of its audience using Artificial Intelligence. Mapp, with its advanced technological expertise, was selected by the publishing house to support them in generating actionable insights to enable the brand to establish meaningful connections with users throughout the entire customer journey. 

By understanding user behavior on Class Editori’s websites and proprietary apps, they can tailor their approach to enhance relevant customer experiences.  

LEVERAGING FIRST-PARTY DATA IN REAL-TIME

The partnership will enable Class Editori to turn crucial insights into actions, including: 

• Advanced analysis of user behavior and the purchase funnel 
• Detailed tracking of subscriptions and conversions 
• Tracking of readers' most visited pages, categories, and favorite authors 
• Identifying articles generating the highest conversion and engagement rates 
• Customer journey analysis and evaluation of marketing campaigns 
• Data collection and analysis to provide a highly personalized experience 
• Evaluation of video content performance 

By leveraging first-party data, utilizing Mapp Marketing Cloud’s Artificial Intelligence engine, and tapping into the expertise of the marketers engaged in the project, Class Editori can increase their subscription numbers and sustain the growth trend witnessed in 2023 and beyond.