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HarperCollins appoints AgilOne to help with data-driven, real-time marketing efforts

Consumer book publisher HarperCollins has revealed plans to work with cloud-based predictive marketing platform AgilOne in order to strengthen its customer relationships.

Nick Perrett, group director of strategy and digital at HarperCollins UK, said the partnership will enable the publisher to “create more personalised, relevant experiences for our readers across the huge variety of titles that we publish” and that HarperCollins was “increasingly focused on helping readers find the right books for them”.

HarperCollins US CMO, Angela Tribelli, added: “In order to be a 21st Century publisher, we need to be able to recommend the right book to the right reader at the right time. Data-driven consumer marketing will help us best serve our authors, readers and bookselling partners.”

AgilOne’s platform will now collect data from multiple sources in the UK and US, including online shopping channels and a range of marketing activities, to gain a single view of individual customers as well as trend prediction analysis across different regions.

Omer Artun, CEO at AgilOne, commented: “HarperCollins recognises that we are in the middle of a digital revolution, which has given companies the opportunity to use data and predictive marketing tools to build stronger relationships with their customers. We are delighted they have chosen our platform for this, both in the UK and US.”

The information gleaned from the data will be used to allow HarperCollins to make marketing decisions based on real-time data.

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

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