{"id":3362,"date":"2018-02-13T11:38:29","date_gmt":"2018-02-13T10:38:29","guid":{"rendered":"http:\/\/whatsnewinpublishing.co.uk\/?p=3362"},"modified":"2018-02-13T11:38:29","modified_gmt":"2018-02-13T10:38:29","slug":"schibsteds-success-predictive-subscriptions-model","status":"publish","type":"post","link":"https:\/\/mediamakersmeet.com\/schibsteds-success-predictive-subscriptions-model\/","title":{"rendered":"Schibsted&#8217;s success with its predictive subscriptions model"},"content":{"rendered":"<p><em><strong>The company\u2019s purchase prediction model has been able to identify groups of readers three to five times more likely than average to buy a subscription, and advertise offers to them differently.<\/strong><\/em><\/p>\n<p>Of all news site readers, only a small number typically bother to register an account. And of all registered users, only a small number typically buy a subscription. So Scandinavian publishing house\u00a0<a href=\"http:\/\/www.schibsted.com\/\">Schibsted<\/a>\u00a0is trying to use data to saving its marketing efforts \u2014 and subscription deals \u2014 for the readers who are more likely to pay up.<\/p>\n<p>Schibsted\u2019s subscription-purchase prediction model, developed by the company\u2019s data science team, has been in use at four of the group\u2019s Norwegian sites since last year: national newspaper\u00a0<a href=\"https:\/\/www.aftenposten.no\/\">Aftenposten<\/a>\u00a0and regional titles\u00a0<a href=\"https:\/\/www.bt.no\/\">Bergens Tidende<\/a>,\u00a0<a href=\"https:\/\/www.aftenbladet.no\/\">Stavanger Aftenbladet<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.fvn.no\/\">F\u00e6drelandsvennen<\/a>. The model predicts how likely readers who are already registered and logged into one of these sites are to buy a subscription, based on their browsing behavior and other activities.<\/p>\n<p>So far, the efforts seem to have paid off. Across the sites where it\u2019s in use, the model has identified groups of readers 3\u00d7 to 5\u00d7 times more likely than average to buy a subscription. Sales staff at these news sites are then able to, for instance, target these specific registered users on Facebook with special subscription deals.<\/p>\n<p><a href=\"http:\/\/www.niemanlab.org\/2018\/02\/not-all-news-site-visitors-are-created-equal-schibsted-is-trying-to-predict-the-ones-who-will-pay-up\/\">Read more&#8230;<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The company\u2019s purchase prediction model has been able to identify groups of readers three to five times more likely than average to buy a subscription, and advertise offers to them differently. Of all news site readers, only a small number typically bother to register an account. And of all registered users, only a small number [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":384,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17613,17611],"tags":[336,337,338,335],"yst_prominent_words":[6697,6691,1404,6690,1476,6693,1804,1366,6695,3227,6696,1472,1695,3372,1563,6698,6692,1863,6694,2713],"acf":[],"_links":{"self":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/3362"}],"collection":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/comments?post=3362"}],"version-history":[{"count":0,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/3362\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media\/384"}],"wp:attachment":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media?parent=3362"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/categories?post=3362"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/tags?post=3362"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/yst_prominent_words?post=3362"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}