Audience Package Premium: User Clustering
Large U.S Publisher
  • Grow engagement, grow core audience and convert to paid audience
  • Refine content strategy that has a 1:1 relationship with their marketing strategy
  • 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
  • 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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