The challenge of elevating the reader relationship from casual to actively engaged subscribers is common. When paired with also building a robust, insightful data repository that can provide a unified view of the user, one might consider the challenge an elevated one. El País is a publisher that has this well in hand!
El Pais is a family owned company founded in 1918, which has been leading the news industry in Uruguay for decades. It has come to be a reference source of truthful and relevant journalism as well as entertainment across its network of news sites, newsletters, podcasts and social networks.
With the implementation of Viafoura’s Conversations and Auto-Moderation solutions, El País is well on its way to driving first-rate engagement levels on its digital properties. These high levels of engagement lead to the collection of both passive data, being the information gathered on where the reader goes on the website and what content they read, as well as active data, which is taken from the readers’ interaction or engagement with a site – this could be the comments they leave, the likes or dislikes, etc.
Diego Acosta y Lara, Chief Technology Officer at El País, comments, “our goal is to create a smooth user experience. We want our readers to engage with our content and return to our digital sites often. Additionally, with data collection in hyperdrive, El País aims to activate the data to drive both ad revenue and subscriptions.”
Ensuring that El País is successful in achieving its goals is Dalia Vainer, Viafoura’s Director of Customer Success. Dalia comments on Viafoura’s newest partnership: “El País already has an established commenting community but is turning to Viafoura to deliver an elevated user experience that will provide rich, valuable first-party data and insights. We’re thrilled to work with the team to achieve these goals and look forward to celebrating success together!”