Sample Case Studies

Taking Bonnier Magazines & Brands to the future

Background

In 2013, Bonnier Magazines & Brands turned to us as part of their endeavor to get more out of their subscriber base. Bonnier Magazines & Brands had relied heavily on discounts and offers to attract new customers, and wanted to turn the negative trend around. Together with Kaplan, a strategic journey was undertaken, starting with setting up the targeted communication based on five predictive models of up-sell, cross-sell, churn, extension and recruitment. Kaplan subsequently also worked with service and content development, internal alignment and change management, setting up a new marketing organization, processes as well as becoming Bonnier Magazines & Brands Marketing Technology provider.

Results

Since starting to work with Kaplan, Bonnier Magazines & Brands has managed to increase Customer Life Time in a period where magazine subscriptions are on the decline, as customers reading habits rapidly change in favor of digital channels.

  • 2013: Strategic supplier – customer targeting
    Quick-wins in customer targeting, structured customer base processing based on CRM data, life cycle focus, business case and KPIs.
  • 2014: Internal change journey
    Customer journeys, GAP-analysis, processes and organization, internal change journey.
  • 2015: Marketing Technology supplier
    Omnichannel architecture, campaign tool, PIM, reporting, targeting in email, invoicing (postal).
  • 2017: Further developments of reporting, adding new channels.

Kaplan competencies used


  • Data &
    Analytics

  • Strategy &
    Change

  • Creative &
    Dialogue

  • Marketing
    Technology

Divisions supported at Bonnier

  • Marketing
  • IT
By |2018-06-05T09:25:42+00:00december 14th, 2017|Kommentarer inaktiverade för Taking Bonnier Magazines & Brands to the future

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