Audience Package Premium: User Clustering - Mather Economics

Audience Package Premium: User Clustering

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

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