Star Tribune Media Co. engages LEAP to enrich data culture

Industry innovator takes commitment to data-driven audience growth and monetization to a new level


Star Tribune Media Company, LLC, publisher of the Star Tribune in Minneapolis-St. Paul, Minn., has engaged LEAP Media Solutions to engineer, manage and deploy a state-of-the-art marketing automation and analytics platform (MAAXTM) to drive the company's ambitious audience initiatives.

Star Tribune Media Company is widely considered to be among the most innovative, forward-thinking major-metro news organizations in North America. Under the leadership of Publisher and Chief Executive Officer Michael Klingensmith, Star Tribune has pursued a strategy of revenue diversification which has included continued investment in print; increased consumer revenue; the expansion of ad-driven niche products; and rapid growth in digital marketing services, including its Star Tribune Advantage audience platform. The LEAP partnership is intended not only to enhance these initiatives, but to support the company's plans for audience growth, activation and engagement.

As with other LEAP partners, the underpinning of this initiative will be a comprehensive customer intelligence and campaign management platform, integrating the Star Tribune's extensive print and digital data assets with relevant third-party data, including individual demographics and lifestyle behaviors. LEAP's analytics team will leverage the platform in the development of a proprietary Targeted Growth Model – designed to optimize the return on sales investments by calculating the profitability of customers and prospective customers.

The LEAP approach extends well beyond analytics. It includes operationalizing those analytics through the design, execution and automation of targeted, multichannel communications that optimize consumer volume and value. The Star Tribune will have direct access to its data through both MAAX and LEAP Dimensions – the Tableau®-powered solution enabling a story-telling approach for advertisers by defining, displaying, measuring and delivering audiences.

The Star Tribune joins a coalition of nearly 100 newsmedia firms pursuing audience growth through LEAP's intelligence-driven marketing automation curriculum. The coalition's shared investment in marketing technology, professional services, data acquisition, email/direct mail executions and more makes the economics of intelligent marketing particularly appealing. LEAP leverages these resources on behalf of its coalition partners to enable the optimal implementation of multichannel campaign initiatives based on industry best practices.


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