As dissimilar as the book industry and the insurance industry may be, they are linked by a key digital trend: the increasingly manifest potential of personalized, direct-to-consumer marketing. This thesis didn’t just take keynote speaker and digital strategist Klaus Driever from Weltbild to the Allianz Group, it also introduced a word that neatly connects disparate aspects of the 2018 Publishers’ Forum agenda.

Successful personalization requires the latest technological foundations. Personalization of publishing products presupposes that the processes are organized in such a manner that it is possible to generate data on customers, their preferences and purchasing habits for analysis.

Read the full text on this topic at the Forum 2018