Case Study
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The medium with the widest reach in northern Germany relies on etracker analytics
Case Study
Content
Overview
The challenge: understanding user habits
The solution: segmentation through clusters
Result
by Katrin Nebermann
Hamburger Morgenpost (MOPO) and etracker have been working together successfully since 2021 to implement a data protection-friendly and precise solution for data collection on mopo.de.
Overview
As the medium with the widest reach in northern Germany, MOPO relies on etracker’s technology, which enables a detailed analysis of user interactions without restricting the privacy of visitors.
By using etracker analytics, MOPO gains valuable insights and at the same time meets the high requirements for data protection and compliance.
Fig.: Dashboard of mopo.de in July 2024
The challenge: understanding user habits
In order to better understand the development of the reach and the interactions of the users on the website, MOPO wanted to segment the users in detail according to the frequency of visits.
The solution: segmentation through clusters
MOPO has created its own segmentation according to the frequency of user visits and named the individual segments accordingly. Visitors and reach can thus be analyzed according to the individual segments.
Fig.: etracker analytics report mopo.de February 2025
Result
“Thanks to the individual segmentation in etracker, MOPO can optimize the funnel for subscription acquisition. It is also used to control which measures on the website contribute to user loyalty. “
Dana Schlünzen, Director Product, MORGENPOST VERLAG GmbH
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