leveraging the data science tool-kit to drive customer acquisition, engagement & retention
TRANSCRIPT
[email protected]@thisisbeaker
Leveraging the Data Science Tool-kit to Drive Customer Acquisition, Engagement & Retention
Mark BeckwithHead of Campaign Management
Some context….
About the FT
– One of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy
– Combined digital and print circulation of 665k
– Mobile drives almost 50% of traffic, 20% of digital subscriptions
– FT education products now serve 37 of the world’s top 50 business schools
About my team
– Sit within a Customer Analytics & Research team of 25
– Six Campaign Analysts, spread across the globe
– Stakeholders include, Marketing (B2C, B2B), Product, Customer Services, Data Technology, Communications, Financial Publishing
– Responsible for the full campaign cycle from a data perspective – from ideas gathering and briefing right through to evaluation and optimisation
About me
– 2.5 years at FT
– 14 years experience in Database Marketing and Analytical roles
A bit more context…..FT data
Our data
– Metered access subscription model
– Every user interaction captured = incredibly rich data
– Allows precision targeting of communications with users and subscribers
• On-site
• Social
• Outbound
• Direct Mail
How the team is successful….
The benefits of being ‘Data Bilingual’
The benefits of being ‘Data Bilingual’
Building capability/gaining buy-in…..it’s a journey
From here……
…..to here
The end result
“Having worked alongside with many database teams in the past, working with the team at the Financial Times was an absolute dream. Here was a team who understood exactly what I was trying to achieve and was very motivated to make it happen”
Finding the right tools for the job
RFV + + ….driving acquisition with propensity modelling
…..the outcome (plus the benefits of collaboration)
Methods of driving engagement….segmentation
Using segmentation in a traditional way…..
….and a new approach
Behaviour comes in all shapes and sizes…
The components
There are two key components
– Seasonal component
– Trend component
Identifying changing behaviour….
Constant trend
Change in trend
‘Break point’ identified
…and what is their subsequent behaviour
Let the data drive the comms strategy
Engagement activities…..onboarding
…and some results….
Who will stay and who will go?
Model scores drive help determine
– Frequency
– Content
– Send time
Looking to the future
Do more stuff like this, but quicker…
