Case Study: Haymarket Media Group achieves 10x higher email clickthroughs and personalized reader targeting with Lytics

How insights into doctors’ on-site activity led Haymarket Media to prescribe better content for its readers

Haymarket Media Group is a leading publisher of specialized medical and healthcare content used by millions of clinicians. Although its niche sites promised precise advertising opportunities, growing clinical specialization and the limits of Google Analytics (which showed what content was popular but not who readers really were) made it hard to match the right messages to the right practitioners.

Haymarket deployed the Lytics customer data platform to uncover reader-level content affinities, create lookalike audiences, personalize site modals and integrate targeting with Facebook and Google DFP. The result: immediate gains (10x higher email clickthroughs in week one), more ad impressions and value from expanded audiences, newly discovered reader segments, and broad internal adoption with dozens of decision-makers using Lytics-driven insights daily.

Haymarket Media Group

Chris Bubeck

Vice President of Marketing and Digital Operations