User engagement, environment are key inputs driving propensity to subscribe

User engagement, environment are key inputs driving propensity to subscribe

26 de novembro de 2019
Última atualização: 26 de novembro de 2019
Helio Gama Neto

INMA – 25/11/2019

Arvid Tchivzhel and Matt Lindsay

Using propensity modeling to identify readers on a Web site that are likely to subscribe is a growing trend in the industry. Pioneers such as The Wall Street Journal have demonstrated the effectiveness of changing the user journey and the acquisition tactics based on an individual’s likelihood of subscribing to maximise subscription sales while minimising lost advertising revenue.

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Helio Gama Neto