Case Study: Gannett boosts subscriptions and reduces churn with Adswerve

Gannett - Customer Case Study

Gannett, a leading digitally focused media and marketing solutions company, needed a better way to understand audience behavior and use data to grow digital memberships, reduce churn, and recommend the right content. The company partnered with Adswerve to use Google Cloud tools, including BigQuery, Google Analytics 360, and related data warehouse and modeling capabilities, to turn its audience and membership data into actionable insights.

Adswerve built a set of advanced machine learning workflows for Gannett, including propensity-to-subscribe scoring, churn-risk modeling, content recommendation, and audience intervention identification. The solution helped Gannett create dynamic audiences and marketing actions, retrain models regularly, and support real-time personalization and retention efforts, giving the team a stronger foundation to boost revenue and improve member engagement.

Gannett

Rich Forsgren

Director of Corporate Consumer Data Strategy