Friday Aug 22, 2014

Cutting Subscriber Churn with Media Intelligence

There's lots of talk in media and entertainment companies about using "big data".  But it's often hard to see through the hype and understand how big data brings benefits in the real world.  How about being able to predict with 92% accuracy which subscribers intend to cancel their subscription - and put in place a renewal strategy to dramatically reduce that churn?  That's what Belgian media company De Persgroep has achieved with Oracle's Media Intelligence solution.

 "One of the areas in which we're able to achieve beautiful results using big data is the churn prediction," De Persgroep's CIO Luc Verbist explains in a new Oracle video.  "Based on all the data that we collect on websites and all your behavior, payment behavior and so on, we're able to make a prediction model, which, with an accuracy of 92 percent, is able to predict that you probably won't renew your newspaper, anymore. So our approach to renewal is completely different to the people in that segment than towards the other people. And this has brought us a lot of value and a lot of customers who didn't stop their newspaper where else they would have done so."


De Persgroep is using Oracle's Big Data Appliance, along with software from Oracle partner NGDATA to build up a detailed "DNA profile" of each individual customer, based on every interaction, in real time.  This means that any change in behavior - a drop in content consumption, a late subscription payment, a negative social media comment - is captured.  Applying advanced data modeling techniques automatically converts those raw interactions into data with real business meaning - like that customer's risk of churning.

The very same data profile - comprising hundreds if individual dimensions - can simultaneously drive targeted marketing campaigns - informing audience about new content that's most relevant and encouraging them to subscribe.  It can power content recommendations and personalization right in the content sites and apps. And it can link directly into digital advertising networks via platforms like Oracle's BlueKai data management platform (DMP), to drive increased advertising CPMs.

Using Oracle's Media Intelligence solution enables this across De Persgroep's business - comprising eight newspapers and 25 magazines published in Belgium and The Netherlands, and digital properties including websites with 6m daily unique visitors, along with TV and radio stations. "The company strategy is in fact a customer-centric strategy, so we want to get a 360-view about our customers, about our prospects. And the big data project helped us to achieve that goal," says Verbist.

Using Oracle's Big Data Appliance to underpin the solution created huge savings.   "The selection of the Big Data Appliance was quite easy.  It was very quick to install, very easy to install, as well. And it was far cheaper than building our own Hadoop cluster. So it was in fact a non-brainer," Verbist explains.

Applying Media Intelligence approach has yielded incredible results for De Persgroep, including:

  • Improved products - with a new understanding of how readers are consuming print and digital content across the day
  • Improved customer segmentation - driving a 6X improvement in customer prospecting and acquisition when contacting a specific segment
  • Having the project up and running in three months

And that has led to competitive benefits for De Persgroep, as Luc Verbist explains: "one of the results we saw since we started using big data is that we're able to increase the gap between we as the market leader, and the second [by] more than 20 percent."


Wednesday Sep 11, 2013

Why Digital Success or Failure Hinges on the Consumer Experience

Are you making enough revenue from your digital platforms and content?  Are your new digital revenues growing fast enough to offset the decline in traditional sales and advertising?

The answer for many established media and entertainment companies is "no". Yet new digital-native competitors have arrived with fresh content aggregation, social and streaming services, usually based on other people's content, and are making hundreds of millions of dollars in revenue.

The secret? These successful new digital services are based around beautiful and engaging experiences that delight customers and keep them coming back for more. In other words, it's the experience that end users are willing to pay for, not just the content.

In a new paper published today, Oracle's Media and Entertainment team sets out Why Digital Success or Failure Hinges on the Consumer Experience – and how all publishing, broadcasting and digital media companies can compete and create a secure, sustainable and growing digital business by following three principles:

  1. Engage consumers with consistent, connected experiences across digital and social channels
  2. Integrate commerce right into the content using seamless, flexible transaction models to target highly-relevant offers and convert free users into paying customers
  3. Drive data-driven decisions with actionable consumer insights from all channels, products, and devices

Oracle Media Consumer Experience Brief

The connected consumer experience requires connected solutions. Oracle solutions for Media Engagement, Media Commerce and Media Intelligence work together to help media companies improve the consumer experience. With Oracle, media and entertainment companies can personalize content, target ecommerce, and analyze detailed consumer insights to build sustainable digital revenue.

If you're visiting the IBC broadcast industry convention in Amsterdam over the next few days, come and see Oracle's Media and Entertainment team at our booth in hall 9, and we can show you how.

@Oracle_Media

Oracle Media Consumer Experience

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