Nikkei partners with Krux to build data-driven strategy
Japanese publishing house Nikkei, which acquired the Financial Times last year, has appointed Krux to help it build a new data-driven strategy for itself and its advertisers.
It’s taken on a data management platform with the aim of creating insights to inform its publishing strategies and new products and services for its advertising clients.
According to Krux, the newspaper brand will use data from multiple sources to have a holistic view of its audience, including readers’ content preferences, usage patterns, and interactions with its publication.
For advertisers, Nikkei will build audience segments to deliver ‘more valuable and engaging data-driven advertising products and packages’.
Masahiro Kano, country manager at Krux Japan, said: “Nikkei is a leading global publication, and its data is one of the company’s most valuable. Leveraging the power and flexibility of the Krux enterprise platform, Nikkei will be able to deliver more engaging experiences to its users, drive greater value for its marketing partners, and create new data-driven revenue streams.”
The deal relates to the Japanese Nikkei business and it’s not yet known whether this will be broadened out to its global publishing brands, such as the Financial Times.