The Economist Group

The Economist is one of the most widely recognised and well-read current affairs publications, with a growing global circulation of around 1.5m readers and a reputation for incisive analysis and opinion on every aspect of world events.

The Economist
The Economist subscriptions

New digital and business transformation

In 2016, The Economist started a new digital transformation initiative, the CASE (Customer-Access Subscription-Ecommerce) programme – one of the biggest technology undertakings in the history of the company.

The project has five work streams undertaken by a cross-functional team of marketing, finance, technology, business analysts, and project managers.

The work streams are (a) Sales Management and Ecommerce (b) Access, Entitlements, and Paywalls (c) Subscription Management and Revenue Management (d) CRM and Customer Service (e) Data Migration, Business Intelligence, and Reporting.

Complex technology stack

The CASE platform has Salesforce sales, service, and Marketing Cloud as a central hub with other products hanging off it.

The other products that were added to the ecosystem are eZ Publish as the CMS and Ecommerce platform, Zuora as the Subscription Management and billing platform, Gluu as a Single Sign-On platform, CyberSource for credit card payments, GoCardless for direct debit, GBG for address and email validation, Piano for paywall, and they are all connected by MuleSoft’s Enterprise Service Bus.


The general goal of CASE is to improve customer experience, increase buyer flow conversions, increase time to market, enable the ability to easily cross-sell, and to provide predictable access control to readers.


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