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With over 93 different publications…
…including a mix of B2B, B2C and controlled circulation—plus 10 events, 60 newsletters and more than 80 merchandise products, Kelsey Media was managing a vast and dynamic portfolio. Their titles cover a wide range of passionate interests—from fitness and wellbeing to motoring, machinery and smallholding—each with its own audience and rhythm.
But with over a million customer records spread across disconnected systems, they were missing the full picture. They knew it was time to take a step back and ask:
Where are we now?
The answer? “Build for today and realise quick wins.” That meant getting practical—tidying up what was already there, gaining immediate visibility, and creating space to make smarter, faster decisions.
And the longer-term goal? “Choose technology and partners that will grow with you.” Kelsey didn’t just want a short-term fix—they were looking for a foundation. Something stable, scalable and built to support the future of their business.
With the expertise of data consultant Debbie Stenning from Database Vision and a trusted partnership with ESco, Kelsey began their journey towards a Single Customer View—bringing every strand of customer data into one place, fully connected, clean, and ready to unlock deeper insights and more meaningful engagement.
From fragmented data to actionable insight
The team started by thoroughly reviewing their systems, customer journeys and internal capabilities. Together, we scoped out what would be needed—not just in terms of tech, but also people, process, and planning.
ESco then migrated and cleaned the data, making sure it was structured correctly and ready for action in Apteco Orbit. This powerful platform gave Kelsey the ability to visualise, explore and segment their audience like never before.
Marketing teams could now build interactive dashboards, analyse customer behaviour, spot opportunities, and create personalised, multi-channel campaigns—all from one place.
Louise McHale, Deputy Managing Director, ESco“This project with Kelsey Media is a great example of the kind of work we love doing at ESco – helping clients get clarity from their data. By pulling everything into one place, we’ve made it easier for them to understand their audience and make better decisions. Data can be so frustrating when it isn’t giving you what you need and we thoroughly enjoy immersing ourselves into the detail, cleaning it up and delivering clients’ data back to them in a way that’s clear, intuitive and genuinely impactful.”
Real results, real momentum
Since launch, the transformation has been clear. Kelsey’s contactable marketing prospects have increased by over 2.5 times. Event sales are up, club ticket sales have jumped by 17%, and advance ticket sales for 2023 beat the previous year by over 5%.
Perhaps most tellingly, they’ve achieved these gains while sending fewer emails—cutting costs, improving targeting, and reducing complaints. The marketing team is now fully trained on the system, using it with confidence and clarity, and all data protection preferences are centralised, ensuring full compliance with GDPR and PECR.
Product Manager at Kelsey Media, within the first month of using the new system“A 17% click-through rate is unheard of! The best we’ve ever done on a Bookazine email is 6% on a flash sale, so it just goes to show—it’s quality, not quantity.”
A shared vision for the future
Throughout the process, collaboration was key. From regular meetings to early platform access and tailored training, the project was built on transparency, teamwork, and a clear shared goal: to create a smarter, more connected, customer-centric business.
Now, Kelsey Media is empowered to campaign with confidence, engage with precision, and grow their audience with insight at the heart of every decision. Their vision was clear from the start: smarter data, smarter decisions, stronger relationships. And with the right tech, and the right people, that vision is now a reality.
