Predictive Modeling: Can Vast Transactional Data Find Paid Subscribers?
Acquiring subscribers is an ongoing challenge, but implementing a process that tests offers and creative against a variety of available lists can provide not only subscribers but insight for future efforts. AAMP kicked off its 2015 webinar series with a case study of Interior Design’s program to acquire paid subscribers. Kati Tucker, Executive Director of Audience Development at SANDOW, shared her experience and showed actual response data that was used by SANDOW and Wiland, the largest cooperative serving the publishing industry, to evaluate the results of offers targeted to different list sources. According to Tucker, “our acquisition efforts leverage the traditional circulation methods and apply analysis that not only boost sales but give us insight into audience engagement. That’s what keeps us on the cutting-edge.”
Jan Chandler, Vice President, Client Services at Wiland, presented the variety of sources that are available, not just for acquiring paid subscribers but for controlled B2B titles and consumer paid titles. “Kati and I wanted to break down this technical process and show how others can use it for their acquisition efforts,” Chandler said.
Together, Kati and Jan demonstrated how they partnered to achieve Interior Design’s goals of:
- Replacing non-renewing subscribers
- Testing creative to extend subscription length and maximize revenue
- Identifying highest conversion-rate lists to minimize acquisition costs
The full webinar can be accessed here https://event.webcasts.com/starthere.jsp?ei=1056127 .
Join AAMP on LinkedIn to learn of upcoming webinars and get updates on AAMP Conference 2015 which will be held on October 15, 2015 in Los Angeles, CA.