CLIENT:
Large U.S Publisher
OBJECTIVE:
- Grow engagement, grow core audience and convert to paid audience
- Refine content strategy that has a 1:1 relationship with their marketing strategy
APPROACH:
- Used Listener™ data to identify key engagement and behavioral traits for all users.
- Next we applied a proprietary clustering model using Kmeans clustering and a proprietary gradient descent algorithm to identify the optimal level of clusters.
- After the clustering was complete, we summarized the results in an easy-to-understand set of infographics that the publisher can use to motivate and align strategy
RESULT:
- Launched in early September
- Singular view of user segments
- Analytics based segmentation will allow Seattle Times to refine how they communicate with their audience via email, ad server, and paywall targeting
- More results to come
