Benefits & Results

Unified customer perspective by integrating usage data and other insights.
Customized content campaigns delivering personalized recommendations boosted engagement and conversion rates.
Facilitated product development by leveraging engagement insights from existing digital assets.
Enhanced retention rates due to increased content usage and reduced churn.
Higher returns on acquisition spends due to tailored content campaigns.

Background

The Economist is renowned for its insightful analysis and in-depth coverage of world events, politics, and business. Characterized by its opinionated articles, the company aims to influence public debates with a commitment to data-driven journalism. With a large global subscriber base, The Economist seeks innovative strategies to enhance customer retention, optimize marketing spend, and improve overall financial performance.

Challenges

Issue Identification: Data siloes in customer and content usage data limited insights and decision-making for Retention and Customer Service teams. Engagement and subscription data integration was cumbersome, requiring multiple steps before analysis. Product and Data Insights teams spent significant time on data integration and cleansing rather than business actions.

Issue Impact: Low content engagement led to high churn due to lack of content personalization. Inadequate insights into digital product performance hindered customization and development of new products and services.

Solution

NowVertical developed a centralized customer data platform integrating transactional, demographic, and content engagement data across the customer lifecycle. We ingested unstructured data from Google Analytics into the platform, transforming it into usage and engagement metrics. Comprehensive dashboards within Tableau provided integrated customer insights.

Implementation

Discovery: Conducted workshops with Product Retention and Acquisition teams to define metrics and KPIs for digital content usage reporting.
Data Ingestion: Established a data pipeline for content usage data from Google Analytics and content management systems.
Transformation: Developed key usage metrics and engagement KPIs.
Reporting: Created dashboards displaying engagement metrics and customer insights across products and geographies.
Content Recommendation: Laid the groundwork for personalized content recommendations using advanced data science techniques