Mittelbayerische Zeitung: Boosting subscription rates and audience engagement with behavioral data

Mittelbayerische Zeitung
Media & Entertainment

Media & Entertainment

Mittelbayerische Zeitung at a glance

Mittelbayerische Zeitung is one of the leading local news providers in Bavaria, Germany.

Key results

  • 100% increase in subscribers

  • Increased reader engagement online & boost in revenue

  • Able to maintain a lean data team whilst running advanced use cases

“Whatever analysis needs you have, or whatever questions the product team asks, you’ll be able to address them with Snowplow.”

– Andreas Wöhrl, Data Team Lead, Mittelbayerische Zeitung

The challenge

As a leading local news provider transitioning focus to digital channels, Mittelbayerische Zeitung needed to develop a better understanding of their audience. Held back by packaged analytics platforms, their one-man data team, Andreas Wöhrl, lacked the behavioural data to answer questions coming from editorial and product. Without high-quality, event-level behavioural data delivered in real time, Andreas couldn’t effectively optimize the performance of the newspaper’s digital channels to drive revenue.

The solution

By integrating Snowplow BDP into their data stack, Mittelbayerische Zeitung was able to capture the behavioral data they needed to power multiple use cases, including: editorial analytics, a content recommendation engine, and ad personalization. Using rich, granular behavioral data captured, validated and delivered by Snowplow, Mittelbayerische Zeitung was able to double its number of paid subscribers whilst increasing reader engagement.

How Mittelbayerische Zeitung’s lean data team uses Snowplow BDP to increase subscription revenue

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