Guardian to Revamp User Data Strategy for Improved Digital Communication

As part of its digital-first transformation strategy, Guardian News & Media is revamping the way it gathers and stores user data.

The aim of their data overhaul is to integrate currently disparate sources of user data into one system, from which GNM will build commercial and content products and services that are tailored to individuals across an increasing range of popular digital platforms. These will include online, connected TV and mobile channels.

Andre McGarrigle, GNM Customer Insight and Data Strategy Director, explained that the creation of a "single customer view" will help avoid duplication of marketing and communications with users.

He commented: "Part of our digital-only strategy is moving to a 'direct model' and in order to facilitate that we need to treat user data properly to ensure that distribution [across platforms] is correct. What that means is tailored, targeted subscriptions, timely content and more appropriate offers and services."

Mr McGarrigle also said that their data enhancements will make compliance to the ePrivacy Directive, which will come into effect in the UK next year, easier.

In addition, GNM will look to launch more cross-media offerings, as well as to boost their communication capabilities using social media.

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