Date post: | 05-Dec-2014 |
Category: |
Marketing |
Upload: | leap-media-solutions |
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DRIVING ENGAGEMENT & VALUE
Laura Inman, Director of Audience, The Atlanta Journal-Constitution Engagement Group Lead CMG
More Data Viz &
Interactives Creating Value
New Products &
Content Features
Digital Adoption
Subscription Flow:
Print & Digital
Increase Content
Reliance & Value
Increased Relevance
& Frequency
Communicating
Value
Integrated Channel
Messaging
Renewal: Drive Rate
Yield
Transparent
Style & Tone
2X
Retention among registered subs
nearly doubles when compared to
non-registered subs.
170 day period
Retention among registered users- All Markets
Where We Stand
Week ending 8/18/14 % Registered % Actively Engaged
Atlanta Journal-Constitution 51.0% 24.7%
Austin American-Statesman 56.7% 29.5%
Dayton Daily News 38.9% 17.1%
The Palm Beach Post 35.5% 15.3%
The goal for 2014 is to be at 60% of subscribers registered for
digital access and 30% actively engaging with the paid products.
Been Introduced
Anonymous digital
footprint
Acquaintance
Observed behaviors &
subscription relationship
Friendly
Known via transactions,
registration, social sign on
Relationship
Identity sync’d across platforms
Consumer Data Footprint
Capitalizing on Data
Joint
Marketing
MAAX
ijento
Site
Catalyst
Enterprise Information Management
DTI Strong
View Janrain MG2
DFP
Consumer Insights
Nielsen
Prizm
EIM
New Subscriber Onboarding – Live 6/24
Introduction of the Afternoon Email 7/1/14
New Content and Bonus Coverage – Live 7/21
Creating Subscriber Experiences- 1864 in 3D
2015 Optimize Email
Mine Social Referral & Advocacy
Create Engagement Experiences
Leverage Events
Build Content Recommendation Platform & Strategy
Engagement Momentum