Data partnership lessons from Finnish retailer K Group and media owner Sanoma

Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.

Finland is an outlier, and not least due to its location on the north-eastern fringes of Europe. Take its media market: Helsinki-headquartered Sanoma Media reaches an astonishing 95% of the country’s population each week via its 50-plus brands