A Swiss-media staple since 1780, the Neue Zürcher Zeitung (NZZ) is synonymous for high-quality publishing and a liberal world view. Its goal is to report current events, explore topics of interest, and deliver information to the public. The media group stands for freedom of information and decisiveness of action. The increase of digitalization brings risks and opportunities alike, and the media industry is no exception. The NZZ data analysis team, led by Markus Barmettler, used a Microsoft Excel-based reporting solution in combination with ad-hoc analysis when necessary. In October 2014, the team replaced its system in an effort to be able to quickly react to market opportunities and chose to migrate to a modern Tableau solution. Today, 35 people in the marketing and product departments use Tableau analyses and dashboards to:
- Discover irregularities and quickly take corrective action.
- Quickly recognize readers’ topical preferences and optimize editorial content accordingly.
- Analyze completed and running marketing campaigns by target audience, appeal, offers, and timing.
Markus Barmettler, Head of Analytics and Market Research at the NZZ competence center for data-driven and analytical value generation, says the user feedback is positive: “We highly appreciate the flexibility, simplicity, and performance of our new Tableau solution.”