Telling it like it is: How data brought The Guardian back from the brink

This event report explains how the Guardian, the newsbrand, used opt-in data collection to improve ad targeting and boost its revenue.

Telling it like it is: How data brought The Guardian back from the brink

Jo Bowman

At a time when newsprint sales were plummeting and advertising revenue was being squeezed, Guardian News and Media was faced with a choice: evolve or die.

Andrew Rowe, head of data planning with MRM Meteorite in the UK, worked with the Guardian to deploy consumer data and bring the publisher back from the brink. Their work was the overall winner at the Data Creativity Awards held at the recent I-COM conference in Seville.

"Our challenge was to ensure the future of the Guardian...

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