Leveraging Data from Upper Funnel Audience to Delighted Customers Mi Li Marketing Manager at Financial Times Twitter: @katyli
Jul 15, 2015
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