Mediahuis NV Belgium has spent much of the past few years focusing on identity, according to Annick Deseure, head of analytics and digital manager of data, explained at Big Data for Media Conference in New York City in 2016. 

“Which seems a bit different than what other companies are doing,” she said. “We’re really making sure that we recognise people, not only working on anonymous cookies. We’re focusing a bit on making sure we knew what zip code people were from so that we have good targeting advertising. And also doing a lot of triggered campaigns for our readers market, acquisition modeling, churcn modeling, and segmented campaigns.”

The focus now is on targeting advertising. What’s next?

“The next big thing our CEO is asking about is personalisation.”