HEARST SELECTS MAPP TO USE DATA ANALYSIS TO PUT THE SPOTLIGHT ON CUSTOMERS

Hearst is a leading global, diversified information, services and media company with operations in 40 countries. The global publisher has a huge presence in Italy with various brands: Cosmopolitan, Elle, Elle Decor, Esquire, Gente, Harper’s Bazaar, Marie Claire, Marie Claire Maison, Runner’s World and Men’s Health. Many of these publications have made history in the publishing industry by becoming a source of inspiration for countless readers. 

Its trusted brands are built on decades of editorial expertise, strengthened by the latest audience insights and data. They’re uniquely placed to understand what people want and when they want it.  

Hearst’s global network includes 33 television stations; 24 daily and 52 weekly newspapers; digital services businesses; and nearly 250 magazines around the world. With such a huge and diverse audience, they needed an easy way to understand their customers and personalize at scale.

We’re happy to begin our collaboration with Mapp, especially as we were looking for support in scaling our marketing. The platform went live in less than a month, and we were immediately able to appreciate its potential: from the depth of analysis to the creation of automated processes. Customer journeys are now increasingly personalized and based on the interests of our users" The incredible dedication of their Sales and Project Team assisted us to define and outline how our project would run, and a lot of genuinely satisfied customers on reference calls speak for themselves. We’re looking forward to seeing a considerable upgrade to our customer experience, and the other future benefits we’ll see from a great relationship that began from our very first call.

Danilo Panella

Marketing Director, Hearst Italia

HEARST ITALY STRIVES TO PROVIDE PERSONALIZED COMMUNICATIONS AT SCALE

With a monthly audience of 28 million people, Hearst’s goal was to gain greater insight into its customers to send personalized communications, based on their profiles and preferences. To do this, their marketing team wanted to prioritize the optimization of their audience segmentation, consultation, and statistical analysis.  

With so many unique publications, each customer profile is unique. This led to Hearst’s main challenge: providing personalized communications to all of its audience, based on user behavior on its websites. They needed a vendor that could give them the tools and support they needed to scale their personalization.

MAPP’S PREMIUM SUPPORT PLANS TO SET HEARST ITALY IN GOOD STEAD FOR THE FUTURE

Hearst will use Mapp Marketing Cloud to design and implement its own cross-channel marketing strategies. By using real-time data, they can send hyper-personalized editorial and ongoing marketing communications from the group’s brands. By using our audience segmentation features to identify users most appropriate for the message content, they can combine this with our email builder to customize email content to suit the user’s interests. 

Our local customer support team will be on hand to help assist Hearst’s team, right from the initial onboarding phase. Hearst will also get the premium support they’ve been looking for in both content design and strategy consultations from our expert team.

Marco Salerno, Sales Director Italy at Mapp, spoke on the new partnership: “We’re thrilled to announce our new partnership with Hearst Italia, especially as it’s a publisher with an outstanding reputation for high-value content of all its brands and focus on its readers. We’re confident that thanks to our team of professionals, Hearst will be able to optimize its customer-facing activities and achieve its strategic objectives”.