GETTING TO KNOW THE CUSTOMER  

“When is a customer likely to buy again?”; “which cross-selling and upselling activities are most promising?”; “what methods work best with which customers?”  All of these are questions to which targeting and data mining can deliver valuable answers, helping to minimise wastage and increase advertising efficacy. Among other partners, Journal International works with “Global Group Dialog Solutions AG”, which specialises in enhancing and systematising customer data for specific purposes.  

In addition, JI has developed tools which allow us to measure the success of customer magazines using certain important parameters. We carry out reader surveys to research whether publications are reaching their desired target group and how well they are received. We find out whether the key brand messages are being conveyed to the reader and whether a publication contributes to a positive perception of the company in question, and thus to its commercial success.