Digital Subscriptions in a Regional Environment
2020 Finalist

Digital Subscriptions in a Regional Environment

Grupo Clarín

Córdoba, Argentina

Category Best New Digital Subscription Initiative or Concept

Media associated with this campaign

Overview of this campaign

BUSINESS MODEL BASED ON AUDIENCE DATA

During 2019, two major objectives were worked on, based on advanced analytics models: accelerate the conversion of new subscribers and retention of existing ones.

For capturing new subscribers, a predictive model was developed, which allowed to give a conversion probability rate to each registered although not subscribed user. With a range of 10 to 100%, a conversion probability was associated by user ID, integrating this information to its own tools, from which customized messages were offered to meet the goal.

Regarding retention, a case of descriptive advanced analytics (clustering) was implemented, from which 15% of site users were identified as loyal core. From then on, 5 groups were identified according to their degree of link to the environment: occasional, interested, friends, lovers and fans. A descriptive x-ray of each one was performed, to interact with direct marketing, commercial and editorial initiatives.

FIDELIZATION AND RETENTION

Premium Content: it represents 20% of the conversions generated from newspaper articles every month.

Newsletter, exclusive for subscribers: it is sent every day from Monday to Friday with a summary of news, photos, analysis and exclusive content.

Facebook Group: dedicated to a direct relation with subscribers. The editors of the newspaper, journalists and the audience team interact around topics of discussion and speak with users.

Club La Voz benefit card: it allows access to benefits and discounts of up to 50% in more than 300 affiliated stores. Makes available to subscribers a series of special experiences and exclusive events, highly valued by the general public.


Results for this campaign

> Total subscriptions as of December 2019: 24,711

> Total revenue for subscriptions as of December 2019: 400,000 US dollars

Advanced Analytics :

> Clusterization: 15% of total users are the most loyal audience and the outlet is working hard on them.

> Propensity: after the work done in 2019, 40% of the subscriptions generated today have an associated propensity.


Contact

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