Bloomberg Media launched a digital subscriptions business with a paywall in May 2018. To drive subscriptions and maximize revenue, the Data Science and Engineering team applied machine learning techniques to model user behavior and build a subscription propensity model and a real-time paywall. In this talk, we will present details about the challenges we faced and approaches we considered to implement the subscription propensity model. We will also talk about how we combined this model with user’s engagement, lifetime value (LTV), and user’s content interests to build a real-time paywall. Finally, we will share some results that demonstrate the success of these approaches in increasing Bloomberg Media’s revenue.
Tech and Product Innovation Series is a DCN members-only series of events designed to dig deeply into how DCN’s premium publisher members are managing various aspects of the technology and product areas of their businesses. DCN members will have time during the event to share their insights and expertise and to help each other with practical, in-depth information for their businesses.
