harnessing data to drive subscription revenue …...harnessing data to drive subscription revenue...
TRANSCRIPT
![Page 1: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/1.jpg)
Harnessing Data To Drive Subscription Revenue Growth for the Financial Review
—Best Use of Data Analytics
![Page 2: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/2.jpg)
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
![Page 3: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/3.jpg)
TheStrategy
Best Use of Data Analytics—The Australian Financial Review
![Page 4: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/4.jpg)
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
![Page 5: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/5.jpg)
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
![Page 6: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/6.jpg)
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
![Page 7: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/7.jpg)
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
![Page 8: Harnessing Data To Drive Subscription Revenue …...Harnessing Data To Drive Subscription Revenue Growth for the Financial Review — Best Use of Data Analytics WHAT WE DID With all](https://reader033.vdocuments.us/reader033/viewer/2022050523/5fa63683baccf43fa8523c3f/html5/thumbnails/8.jpg)