The Economist Proves the Power of Marketing

August 8, 2019

In an industry challenged by rapidly declining advertising revenues, leading publishers like The Economist have pivoted to a subscription-first business in order to drive growth. The publisher uses a mix of traditional and digital marketing tactics to capture new subscribers, but had trouble understanding the true impact of its growing marketing spend amid an ever-increasing number of consumer touchpoints. Simplistic, last-click attribution models were easy to use and understand, but offered limited visibility into the effectiveness of upper-funnel investments like TV and display with branding messaging, or when to time marketing activities to optimize performance.

So, when the publisher sought to expand its subscriber base in the US and UK, find out why they turned to Nielsen to understand how to best allocate their growing marketing budget to maximize subscriptions going forward.

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