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A Data Science Based Frame Work to E...

Fernandes, Elizabeth Silva,

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A Data Science Based Frame Work to Enhance User Engagement, Acquisition and Retention in News /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A Data Science Based Frame Work to Enhance User Engagement, Acquisition and Retention in News // Elizabeth Silva Fernandes.
作者:	Fernandes, Elizabeth Silva,
面頁冊數:	1 electronic resource (150 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-11, Section: A.
Contained By:	Dissertations Abstracts International85-11A.
標題:	Subscriptions. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30982258
ISBN:	9798382490038

A Data Science Based Frame Work to Enhance User Engagement, Acquisition and Retention in News /
Fernandes, Elizabeth Silva,

A Data Science Based Frame Work to Enhance User Engagement, Acquisition and Retention in News /Elizabeth Silva Fernandes. - 1 electronic resource (150 pages)

Source: Dissertations Abstracts International, Volume: 85-11, Section: A.

In the last decade, the decline of print advertising revenue, the distribution of free digital content and the change of reader's behaviour induced a need of new sources of revenue. The Portuguese newspaper Publico was no exception. The digital subscription business model become a solution to assure profits. In the digital landscape, each second of time results in millions of readers interactions across digital platforms, which provides huge volumes of data to be collected and stored. This new Big Data era demanded the development of new technologies and brought Data Science (DS) capabilities to the newsrooms.Motivated by the increasing interest in DS methods, and the necessity to drive value from data at Publico, the present research provides a framework to enhance user engagement, acquisition, and retention. This research presents exploratory and empirical research using DS methods applied to real-world data. In particular, by focusing on a multichannel strategy, editorial and/or marketing data-driven actions applied, namely: an Instagram strategy that resulted in an increase of 156% on website visits and +5 p.p. on subscribers from Instagram; a reader's segmentation model that avoided the provider's costs and helped the marketing team to improve the subscriptions strategy; an automated newsletter for readers with high propensity to churn that induced an engagement increase on 55% of those subscribers. Several of these DS actions produced an impact at Publico, contributing to the global company goals to become the national leader of readers website visits (2020 and 2021) and keeping a sustainable increase on subscriptions.

English

ISBN: 9798382490038Subjects--Topical Terms:

3564189
Subscriptions.

A Data Science Based Frame Work to Enhance User Engagement, Acquisition and Retention in News /
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520 $a In the last decade, the decline of print advertising revenue, the distribution of free digital content and the change of reader's behaviour induced a need of new sources of revenue. The Portuguese newspaper Publico was no exception. The digital subscription business model become a solution to assure profits. In the digital landscape, each second of time results in millions of readers interactions across digital platforms, which provides huge volumes of data to be collected and stored. This new Big Data era demanded the development of new technologies and brought Data Science (DS) capabilities to the newsrooms.Motivated by the increasing interest in DS methods, and the necessity to drive value from data at Publico, the present research provides a framework to enhance user engagement, acquisition, and retention. This research presents exploratory and empirical research using DS methods applied to real-world data. In particular, by focusing on a multichannel strategy, editorial and/or marketing data-driven actions applied, namely: an Instagram strategy that resulted in an increase of 156% on website visits and +5 p.p. on subscribers from Instagram; a reader's segmentation model that avoided the provider's costs and helped the marketing team to improve the subscriptions strategy; an automated newsletter for readers with high propensity to churn that induced an engagement increase on 55% of those subscribers. Several of these DS actions produced an impact at Publico, contributing to the global company goals to become the national leader of readers website visits (2020 and 2021) and keeping a sustainable increase on subscriptions.
520 $a Na ultima decada, a queda das receitas publicitarias da versao impressa, a distribuicao de conteudo digital gratuito e a mudanca de comportamento dos leitores induziram a necessidade de novas fontes de receita. O jornal portugues Publico nao foi excecao. O modelo de negocio de assinatura digital (AD) tornou-se uma solucao para garantir receita. Neste cenario digital, a cada segundo acontecem milhares de interacoes dos leitores nas plataformas digitais, o que origina um elevado volume de dados. Esta nova era de Big Dataexigiu o desenvolvimento de novas tecnologias e introduziu as competencias da Ciencia de Dados (CD) nas redacoes.Motivados pelo crescente interesse dos metodos da CD e pela necessidade de gerar valor a partir dos dados no Publico, a presente dissertacao visa fornecer uma estrategia para melhorar a fidelizacao, aquisicao e retencao do leitor. Esta investigacao apresenta analises exploratorias e empiricas utilizando metodos de CD aplicados em dados reais. Em particular sao aplicadas acoes editoriais e/ou de marketing baseadas em dados, nomeadamente: estrategia de Instagram que resultou num aumento de 156% em visitas ao site e +5 p.p. em AD do Instagram; modelo de segmentacao de leitores que evitou custos de fornecedor e permitiu a equipa de marketing melhorar a estrategia de AD; newsletter editorial para leitores com propensao de churnque induziu um aumento de fidelizacao em 55% desses assinantes. Estas accoes produziram impacto, contribuindo para os objetivos globais da empresa em ser lider nacional de visitas ao site (2020 e 2021), e mantendo um aumento sustentavel de AD.
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