Summary

A year or so into the implementation of Salesforce at Danish Politiken, it was becoming increasingly clear that they were facing a fundamental issue. While the system was not made to manage data from several data sources, access to solid data was absolutely critical in order to leverage its capabilities. And with a plethora of legacy systems generating data in as many different formats, the solution became obvious: start with the data. The in-house built data lake is now nearing completion, will include AI modelling and will enable significant efficiencies in marketing and customer journey management,
inline with its broader subscription strategy.

Politiken Customer Director Johanne Holm explains the newspaper's journey and transformation, the technologies involved and what comes next.