Automation spotlight: Content personalisation at the Financial Times (FT)
28 Sep 2023
Campaign Management & Execution Theatre
The FT uses automation to create a 1:1 relationship between their subscribers and their subscription. Data has provided the insight that there is a link between engagement and retention and that the best way to engage their users is via their articles/content - but with thousands of articles published a week, there’s no way to manually build comms that can address everyone's content needs. This session will provide insight into how:
• The FT has used their marketing platform to do just that
• Generate specific, and targeted, content
• Better engage with their subscribers
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