JPIMedia revolutionised its data strategy by creating and deploying more than 170 segments relevant to their clients in less than 3 months
JPIMedia is one of the largest national, regional and local multimedia organisations in the UK. Founded in 2018, the media company provides news and information services through its portfolio of 200 newspapers and associated websites around the UK.
JPIMedia owns a portfolio of hundreds of websites, making the majority of their inventory relatively broad. As a consequence, JPIMedia was struggling to create behavioural audiences based on their media properties. At the same time, they found it difficult to sell inventory against off-the-shelf segments to their clients.
Furthermore, a large number of campaigns running on JPIMedia’s websites are location-based and for this reason, it was challenging for the media company to scale their data strategy.
JPIMedia used the UserReport survey tool to ask their users specific questions based on the segments they wanted to build and from the answers given, the company was able to build deterministic data sets.
Subsequently, JPIMedia used AudienceHub to grow the data collected via the survey, enabling them to create unique segments relevant to their most valuable clients.