How The Economist Drives Campaign Performance with Supermetrics & LinkedIn
The Economist, a weekly publication covering politics, economics and society, has turned to Supermetrics to streamline its LinkedIn advertising operations. Senior analyst Miky Slavov explains that LinkedIn is a core channel for the outlet, and the partnership with Supermetrics enables automated data feeds and a unified reporting view. By pulling LinkedIn metrics into a single source of truth, The Economist cut the time required to collect data for marketing‑mix modeling from several days to a single day with one analyst. Custom fields and data blending allow the team to merge platform data with internal datasets that LinkedIn alone cannot provide, freeing scarce data‑engineering resources. Slavov notes that Supermetrics was among the first vendors to embed AI capabilities into data transformation, accelerating tool deployment compared with rivals. He predicts that these AI features will become even more central to the publication’s analytics workflow. The efficiency gains translate into faster campaign insights, lower reliance on limited engineering staff, and a stronger ability to optimize spend on LinkedIn—a platform that drives a sizable portion of The Economist’s digital audience.
From Reporting to Real-Time Customer Journeys
The webinar titled “From reporting to real‑time customer journeys” introduced Supermetrics’ data activation layer, positioning it as the bridge between aggregate marketing intelligence and instant, individual‑level actions. presenters Yan Lillum and Jasmine highlighted how the classic top‑mid‑bottom funnel is increasingly...
