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Boosting Subscription Acquisition and Retention for News Publishers with IoT
技术
- 网络与连接 - NFC
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 水泥
适用功能
- 质量保证
- 销售与市场营销
用例
- 实验自动化
- 时间敏感网络
服务
- 测试与认证
- 培训
挑战
3 月初,美国各地的新闻机构与 Facebook 新闻项目启动了加速器计划。主要目标是协作增强他们的数字订阅业务,特别强调订阅者的参与度和保留率。该举措是 2018 年加速器试点计划的后续行动,该计划的重点是获取数字订户。面临的挑战是提高订阅保留率并让新闻编辑室参与进来以帮助保持订阅者的参与度。参与的出版商包括《奥马哈世界先驱报》、《迈阿密先驱报》、《费城媒体网》、《亚特兰大宪法报》、《丹佛邮报》、《明尼阿波利斯明星论坛报》、《达拉斯晨报》、《西雅图时报》、《波士顿环球报》、《芝加哥论坛报》、《田纳西州报》、《旧金山报》 Chronicle、Newsday 和 Syracuse.com 的 Advance Local 等机构的任务是在接下来的 9 个月内以这些经验为基础。
关于客户
本案例研究中的客户是美国各地参与 Facebook 新闻项目加速器计划的多家新闻机构。其中包括奥马哈世界先驱报、迈阿密先驱报、费城媒体网、亚特兰大宪法报、丹佛邮报、明尼阿波利斯明星论坛报、达拉斯晨报、西雅图时报、波士顿环球报、芝加哥论坛报、田纳西州报、旧金山纪事报、新闻日报以及 Syracuse.com 的 Advance Local 等。这些新闻机构希望增强其数字订阅业务,特别强调订阅者的参与度和保留率。
解决方案
该解决方案涉及为期两天的面对面会议,涵盖的主题包括自 2018 年订阅加速器以来每个新闻发布商的结果,加强其订阅业务,优先考虑衡量订阅者保留率时重要的指标,以及与新闻编辑室合作以帮助保持订阅者的参与度。例如,《芝加哥论坛报》专注于通过每个市场的简单指标“记分卡”以及编辑和报告的单独仪表板来提高新闻编辑室的参与度。他们还通过 Zaius 电子邮件平台中的付费活动和定制内容推荐来吸引订阅者,以推动数字订阅者的增长和保留。另一方面,《西雅图时报》大力推行严格的 A/B 测试、测试价格、支付选项、时事通讯注册和相关报道的再循环等。
运营影响
数量效益
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