leveraging data from upper funnel audience to delighted customers

Leveraging Data from Upper Funnel

Audience to Delighted Customers

Mi Li

Marketing Manager at Financial Times

Twitter: @katyli

23%

Readership: Global, Influential and Multichannel

690,000Total circulation across print & online

50% Mobile readership among total traffic

Digital subscribers growth YOY

6.2M FT’s flagship web app users

Awareness

Consideration

Conversion

Advocacy

Loyalty

Audience

Development

Acquisition

Retention

Audience

Development

Marketing Funnel

Anonymous users can

see homepage, all

section pages, video,

markets data for free

Registered users can

read an amount of

articles for free

Subscribers get

unlimited access

to content

Filling the Top of Funnel

Acquisition

Retention

Audience Development Quality Score

Re-engaging

SubsActive Subs

New

Engagement Likely Subs Long Tail

Users

Acquisition Propensity Model

Probability of subscription0 1

Very likely to subscribe;

highlight FT.com features,

content and value

Average likelihood of subscription;

test various messages highlighting

features, combined with smaller

discounts as a ‘nudge’

Unlikely to subscribe, but may

be price sensitive and react

positively to a discount

Position, location, tenure as a

registered user

Content consumption, barriers

encountered

Number of portfolio registered

New Acquisition Targeting Opportunity

7

Engaged Readers (Lower Funnel)

Those who searched for FT.com PPC terms.

Engaged readers are a smaller audience

but carry the largest amount of converting

subscribers and have the shortest paths to

conversion.

Key Message: ‘Buy Now and Save x%’

Passing Business (Upper Funnel)

Those who engaged with our display banners

more than once and reached FT.com to

interact with content. These customers are

less brand aware but are still showing

discernable interest in FT.com content. They

need to be sold on the benefits of subscribing,

and see regular messages from us.

Key Message: ‘This is why you need the FT’

Opportunity

Multi-Channel Attribution Model

Cobalt Attribution

Last Event

100%0%0%0%

Rules-Based

Fixed Weights

25%25%25%25%

Poor

Simple

Actual Data

Driven

43%8%19%30%

Advanced

Comparing digital attribution approaches

Retention – Deepen Customer Relations

Welcome Program

CRM

Cross Sell Upsell

Win Back

Educate Inform Connect

Lifetime Value Proposition for Consumers

Challenges

Willing to pay for

online news content

Not willing to pay for

online news content

FT

is

a p

rim

ary

ne

ws

so

urc

e

FT

is

an

oc

ca

sio

na

l

ne

ws

so

urc

e

Opinionated

Newshounds

Workaholic

Deep

Divers

Non-business

Cultural

Intellectuals

Financially

Focused

Aspirants

Bite-Sized

Business

Flirts

Audience Persona

Generational Gap

Shift in Content Interests

Content Hubs – Attract Millennials

Change of User Consumption

FT Weekend App and fastFT on Wearables

Newspaper Refresh