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Harnessing Data To Drive Subscription Revenue Growth for the Financial Review
—Best Use of Data Analytics
WHAT WE DID
With all digital roads to the Financial Review leading to a hard paywall, we created a world-class digital and data strategy to engage our audiences and drive acquisition.
Best Use of Data Analytics—The Australian Financial Review
TheStrategy
Best Use of Data Analytics—The Australian Financial Review
OWNED PLATFORMS
• We analysed existing subscriber data to build out new audiences we could target via programmatic media
• Insights into page depth, pages per visit and time on site across all content verticals on afr.com enabled us to establish the strongest revenue opportunities
• We highlighted six emerging content pillars that were driving strong subscriber engagement: politics, leadership, innovation, luxury, personal finance, and real estate
Owned Platforms: Highlighting revenue opportunities with first party content data
CAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATIC
Best Use of Data Analytics—The Australian Financial Review
NEW AUDIENCES
• We built these six content pillars into defined persona segments
• These personas included the entrepreneur, the real estate investor, the emerging female leader, and the discerning luxury consumer, as well as incremental segments: the modern CEO and the stockbroker
• Combined with third party behavioural data and social channel interest segments, we could find digital audiences at scale and deliver tailored subscription messaging
New Audiences: Augmenting subscriber data to build lookalike prospecting audiences & amplify reach
Best Use of Data Analytics—The Australian Financial Review
RETARGETING
• With a ‘right message, right place, right time’ strategy, we developed bespoke creative relating specifically to our audience’s own daily online habits.
• Then as our prospective customer moved through the funnel into consideration of a Financial Review subscription, we retargeted our audiences to drive engagement with what lay beyond the hard AFR paywall.
Retargeting: Leveraging programmatic targeting capabilities for effective end of funnel messaging
Best Use of Data Analytics—The Australian Financial Review
DRIVING REVENUE SUCCESS WITH DATA
By targeting our media strategy with digital data, we created efficiencies in spend, ensuring that every dollar spent delivered.
• We smashed this year’s revenue targets by an unprecedented 41%
• We accelerated our weekly customer acquisition by 21%
• We lifted total subscribers by 20% year-on-year
Retargeting
Owned Platforms
CAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATIC
$
DRIVING SUBSCRIPTION PROPENSITY THROUGH
ENGAGEMENT
New Audiences
Best Use of Data Analytics—The Australian Financial Review