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CanWest Interactive: Understanding The MultiMedia Audience

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Case Summary

CanWest Interactive, a division of CanWest Global Communications Corp, is Canada's leading international diversified media company. At the beginning of 2001, CanWest Interactive embarked on a project to bring over 100 newspapers, multiple specialty Web sites and their globaltv.com network together under a common platform.

The challenge facing the company was that with over 130 million page views each month, there was a significant amount of traffic and audience data that needed to be analyzed and distributed to appropriate company representatives. Their goal was to continue to improve the site and thereby increase profitability. In addition, the sales team was looking for more detailed audience information to share with potential advertisers.

SiteCatalyst has become an invaluable tool in helping CanWest achieve their business objectives. “We have been able to move faster by having a better understanding of our audience. A lot of companies are still fighting with multi-platform issues. We aren’t.”

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CanWest Interactive: Understanding The MultiMedia Audience

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