David Kirkpatrick

[Video] How The Boston Globe used customer insight to create new strategy

MarketingSherpa and MarketingExperiments Optimization Summit 2013 is rapidly approaching, and today’s video excerpt offers an exciting preview for one of the sessions, “Boston Globe: Discovering and optimizing a value proposition,” featuring Peter Doucette, Executive Director of Circulation Sales & Marketing, The Boston Globe.

At last year’s Summit, Peter’s presentation was titled, “The Boston Globe: Managing a transition from free to paid product,” covering an ongoing and relatively early-stage testing and optimization program. This year’s presentation will discuss part two of that process.

In this excerpt, Peter and Pamela Markey, Senior Director of Marketing, MECLABS, talk about how tablets became an important digital form factor for The Boston Globe’s new online subscriber strategy, some of the customer insight that began informing the strategy and the new direction insight created at The Boston Globe.

Also, if you would like to hear the entire process Peter and his team at The Boston Globe undertook to transform the way it approached both its online and offline audience, watch the full presentation from last year’s Optimization Summit from the MarketingSherpa Video Archive.

 

Related Resources:

How The Boston Globe Lifted Electronic Edition Subscriptions 145%

The Boston Globe: An inside look at launching a paid content site

Even Marketing Experts Can Be Wrong (A behind-the-scenes example)

Marketing Optimization: The 3 phases of evidence-based marketing

Test Planning: Create a universal test planner in 3 simple steps

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Consumer Marketing