The majority of Mediafin’s digital content is behind a paywall. Visitors can read one article anonymously, after which they have to register, and to read more than 5 articles in any period of 30 days they have to be paying customers. The business goal of this project is to improve the customer experience and to consequently increase conversion from anonymous to registered to paying visitors.
Mediafin will achieve this by offering visitors a real-time personalized experience both varying the paywall parameters (number of free/registered articles, paywall display offers) and by tailoring the content shown and its form. Specifically, instead of taking on a segmented approach to personalization, Mediafin will design mechanisms where this happens on an individual visitor basis. Also, Mediafin will be specifically focusing on delivering contextually relevant offers, related to the visitor real-time behavioral patterns (or deviation thereof) and reading preferences.
Finally, Mediafin wants to provide the editorial team a cross-channel newsroom dashboard to provide better insights on audience behavior, in order to educate them on what works and what doesn’t in terms of conversion optimization.
The technological component is twofold and provided by Adhese and NGDATA. Adhese will collect all available data about users and site usage and transfer this data to NGDATA. NGDATA will process this data and use it to enhance existing profiles or create new ones, based on real-time acquisition propensity scoring and preference learning. Mediafin will also user pattern detection algorithms to detect readership consumption patterns and to highlight deviations from the detected patterns, and enrich their profiles with these insights.
These profiles – audience centric instead of page/visitor-centric – are transferred back into Adhese where they are used for targeting and delivering tailored content to individual site users, and to control a personalized paywall. Mediafin will use the tool developed by Adhese and NGDATA to quickly explore a number of different scenarios, in close cooperation between the editorial and business side.
Data Exchange and Platform Integration:
Mediafin is integrating three different platforms (Mediafin CMS, Adhese server, NGDATA’s Lily Enterprise). The data needs to be exchanged in a secure and trustworthy manner; responses must be in real time.