Harnessing Data To Drive Subscription Revenue Growth for the Financial Review

—Best Use of Data Analytics

WHAT WE DID

With all digital roads to the Financial Review leading to a hard paywall, we created a world-class digital and data strategy to engage our audiences and drive acquisition.

Best Use of Data Analytics—The Australian Financial Review

TheStrategy

Best Use of Data Analytics—The Australian Financial Review

OWNED PLATFORMS

• We analysed existing subscriber data to build out new audiences we could target via programmatic media

• Insights into page depth, pages per visit and time on site across all content verticals on afr.com enabled us to establish the strongest revenue opportunities

• We highlighted six emerging content pillars that were driving strong subscriber engagement: politics, leadership, innovation, luxury, personal finance, and real estate

Owned Platforms: Highlighting revenue opportunities with first party content data

CAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATICCAMPAIGN - CONTENT PILLARS. CHANNEL - PROGRAMMATIC

Best Use of Data Analytics—The Australian Financial Review

NEW AUDIENCES

• We built these six content pillars into defined persona segments

• These personas included the entrepreneur, the real estate investor, the emerging female leader, and the discerning luxury consumer, as well as incremental segments: the modern CEO and the stockbroker

• Combined with third party behavioural data and social channel interest segments, we could find digital audiences at scale and deliver tailored subscription messaging

New Audiences: Augmenting subscriber data to build lookalike prospecting audiences & amplify reach

Best Use of Data Analytics—The Australian Financial Review

RETARGETING

• With a ‘right message, right place, right time’ strategy, we developed bespoke creative relating specifically to our audience’s own daily online habits.

• Then as our prospective customer moved through the funnel into consideration of a Financial Review subscription, we retargeted our audiences to drive engagement with what lay beyond the hard AFR paywall.

Retargeting: Leveraging programmatic targeting capabilities for effective end of funnel messaging

Best Use of Data Analytics—The Australian Financial Review

DRIVING REVENUE SUCCESS WITH DATA

By targeting our media strategy with digital data, we created efficiencies in spend, ensuring that every dollar spent delivered.

• We smashed this year’s revenue targets by an unprecedented 41%

• We accelerated our weekly customer acquisition by 21%

• We lifted total subscribers by 20% year-on-year

Retargeting

Owned Platforms

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DRIVING SUBSCRIPTION PROPENSITY THROUGH

ENGAGEMENT

New Audiences

Best Use of Data Analytics—The Australian Financial Review