Pan Macmillan gains more readership insights to personalize the literary discovery experience

Pan Macmillan is one of the largest general book publishers in the UK, with imprints including Macmillan, Mantle, Pan, Picador, Tor, Kingfisher, Macmillan Children’s Books, Two Hoots, Bluebird, Campbell Books, Macmillan Collector’s Library, Macmillan Business and Harriman House.

We believe Mapp Marketing Cloud will really assist in our knowledge of our consumers here at Pan Macmillan. The insights we can start to gain using real-time web analytics will be invaluable in shaping our product launches and creating a personalized approach to our marketing. Our onboarding onto Mapp Marketing Cloud has been super smooth and we were fully up in running really quickly! We’re looking forward to understanding our consumers further and increasing our engagement rates.

John Duncan Browne

Technology Director - Pan Macmillan

Pan Macmillan are a globally recognized Publisher with a large portfolio of well-renowned authors under their stewardship. We’re excited to bring innovative solutions to Pan Macmillan to drive automated customer engagements as well as enhance the personalization capability to pique the interest of a varied audience set looking for books for children through to crime thrillers.

Joshua Beale

Principal Account Director - Global Retail & CPG - Mapp

PAN MACMILLAN COULDN’T READ INTO THEIR CUSTOMERS CLEARLY

Due to not selling directly on their website, Pan Macmillan’s marketing team lacked a clear understanding of their consumers eCommerce journey when ultimately clicking out to buy on third-party retailers such as Amazon, Waterstones, and Foyles.

As a result, the team wanted to truly understand their customers, while providing their distributors and sellers with the correct data about their audiences. This included insights into their likelihood to purchase and subject matter interests.

Pan Macmillan turned to Mapp to:

• Gain customer insights across all digital channels
• Use this real-time data to better communicate their marketing messages
• Personalize their content using best-in-class recommendation technology

Pan Macmillan was inspired by the possibility of using a Customer Data Platform to unify, segment, personalize and deliver autonomous messaging around new product launches to the right audiences. With Mapp Marketing Cloud, they were able to unlock insight-led marketing to bolster their personalization.

LEVERAGING REAL-TIME INSIGHTS TO UNLOCK PERSONALIZATION FOR FUTURE SUCCESS

Pan Macmillan is embracing technological solutions to truly better the experiences of their readership. With personalization being a core focus, Pan Macmillan is using Mapp Marketing Cloud to create truly tailored recommendations at scale. This capability allows for an enhanced customer product match and ensure that the most relevant content is displayed to the customer. This is an exciting differentiator in the publishing space which, powered by real-time insights, will help push their marketing efforts to new levels.