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

VALUE DELIVERED

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1
Enabled user tracking to understand user conversion rate, helping the business develop effective marketing strategies.
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2
Built video recommendation engine to suggest upcoming best shows and engage users.
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3
Integrated effective advertisement placement platform on unique sites.
 

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