Case Study: The Boston Globe achieves double the identified readers and boosts subscriber growth with BlueConic

Boston Globe Media Grows its Active Subscriber Base by Delivering a Personalized Content Experience

The Boston Globe, a major American daily publisher operating multiple digital properties, struggled with millions of largely anonymous readers across browsers and platforms, making it difficult to understand behavior, synchronize customer data, and deliver personalized experiences. To tackle this, The Boston Globe engaged BlueConic and its platform—notably profile merging and real‑time first‑party data capture—to convert anonymous visitors into identified, actionable profiles.

BlueConic implemented profile merging, real‑time browsing and email click tracking (including unique identifiers in URLs), and audience segmentation to recognize users across web, mobile, and email and serve personalized content and subscription messaging. The solution doubled the number of identified readers, increased engagement on tailored subscription offers by 70%, and produced 4x growth in prospects reaching subscription registration pages, improving conversions and subscriber acquisition for The Boston Globe.

The Boston Globe

Peter Doucette

Chief Customer Officer