Customer segmentation and targeting for media conglomerate

Client: US-based media conglomerate with interests in digital consumer acquisition, with an app-based revenue model driven by subscriptions

OPPORTUNITY: The client wanted to segment the users starting from free to paid subscribers based on the viewership behavior. The client wanted a business strategy to increase the user engagements and paid subscribers. The challenge was building a clear strategy to move the digital users up the value chain.

SOLUTION:

SG Analytics DA team analyzed the data to understand the real-time scenario of the user behavior.Accordingly, SG Analytics devised a solution using clustering and segmentation methodologies to help the client:

• SG Analytics collected clickstream data for android and iOS mobile platforms in order to understand content consumption behavior of users
• SG Analytics removed invalid records via data cleansing and transformation
• SG Analytics analyzed the response rate, i.e. customers that have used/watched the app through the advertisement in the Test and Control groups
• SG Analytics helped the client sort new content based on the user interest/viewership behavior

VALUE DELIVERED:

• Enabled user tracking to understand user conversion rate, helping the business develop effective marketing strategies
• Built video recommendation engine to suggest upcoming best shows and engage users
• Integrated effective advertisement placement platform on unique sites