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IndianExpress.com achieves 95% improvement in CTR with Customer Data Platform

The Indian Express also launched a personalised content section "MyExpress" on indianexpress.com, further demonstrating its commitment to delivering a customised user experience.

Prior to implementing a CDP, The Indian Express faced a challenge in delivering personalised content across various platforms.

The Indian Express, India’s leading news publication, Thursday announced a remarkable 95 per cent improvement in click-through rate (CTR) and a significant increase in engagement and pageviews following two key experiments using a Customer Data Platform (CDP) in partnership with Google. This strategic technology adoption has enabled The Indian Express to deliver a personalised user experience.

Prior to implementing a CDP, The Indian Express faced a challenge in delivering personalised content across various platforms. By integrating a CDP, the publication gained a unified view of its customers, allowing for tailored content recommendations and targeted messaging.

“This project was a critical step in our journey to transform The Indian Express into a truly reader-centric digital platform. Google’s partnership was instrumental in helping us build the powerful data infrastructure needed to achieve our personalisation goals. The results have been compelling, with significant increases in user engagement and pageviews. We are excited to continue this collaboration and explore new ways to enhance the reader experience together,” said Sanjay Sindhwani, CEO, IE Online Media Services Private Limited.

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The Indian Express also launched a personalised content section “MyExpress” on indianexpress.com, further demonstrating its commitment to delivering a customised user experience. This feature, initially rolled out to 0.1 per cent of users, generated an additional 300,000 monthly pageviews, demonstrating the potential for increased engagement through personalisation.

This early success in the implementation of a CDP highlights the growing importance of data-informed strategies in the media industry. By leveraging customer data, news organisations can deliver personalised content that resonates with their audience, leading to increased engagement and loyalty.

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