User engagement, environment are key inputs driving propensity to subscribe

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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