AI Use Case

Optimise website paywall proposition to maximise subscriber conversion rates

Building subscriber income is a key part of many media publisher strategies - especially as print disappears, online advertising pricing pressure increases and 3rd party traffic generators like social media sites or search engines change their algorithms at will. Whilst these conversion rates are typically in low single percentage points any increase can drive significant revenue to the bottom line. Typically the models will score customer propensity to respond to different types of advertising and commercial propositions, perhaps at different times, and offer these up accordingly. For many sites this will also drive the cut-off moment for free access. This is a shift to a more flexible variant on traditional Freemium (some content is free, some paid for), Metered (a certain amount is free) or Hard (everything is charged for) models.

Function

Marketing

Digital Marketing

Benefits

Revenue - Sales effectiveness improvement,Revenue - Customer engagement,Revenue - Customer proposition optimisation (content)

Case Studies

Wall Street Journal~Wall Street Journal improves visitor to subscriber conversion rates by optimising experience to match machine learning modelled propensity to subscribe

Industry

Consumer Goods And Services

Media And Publishing

Data Sets

Structured / Semi-structured

AI Technologies

Machine Learning (ML),ML Task - Prediction - Regression,ML Task - Action Selection - Reinforcement Learning

Potential Vendors