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.
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: