Last Word Media is an independent financial media solutions provider based in London, with offices in Singapore and Hong Kong. The Challenge Last Word Media wanted to know more about their customers – who they are, what they do and where they are located. They wanted to use this information to: Create personalized email content that would be more relevant and engaging for their readers. Better tailor services and product offerings. Give their customers a better experience and uphold their position as the leading source of industry information. From a commercial point of view, email engagement is crucial to Last Word’s business to drive traffic and pageviews on their websites and to attract and keep advertisers. The Solution Firstly, they decided to identify what data was import

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