Präsentation der Washington Post zum Thema Audience Development auf den Medientagen München 2016.

1. 1
Data-Driven Audience Development in an
Increasingly Complex World
Beth Diaz
Vice President, Audience Development and Analytics

2. 2
Data Can Drive Customer Behavior
• Before: Data offered a backwards-looking view of company performance
• Now: Data predicts future behavior and drives company actions by:
1. Identifying the users
2. Driving engagement
3. Predicting propensity to pay
4. Converting readers to purchasers

3. 3
BUT…

4. 4
The world has become
far more complex

5. 5
Before
wp.com wp.com
wp.com
Desktop Tablet Mobile

6. 6
Now
Facebook Twitter Yahoo! Reddit
Drudge
Report
Facebook
Instant
Google
Search
Google
News
Google
AMP
Apple
News
Newsletters
Emails
Flipboard Blendle

7. 7
Identifying Users
Knowing who your users are and where they
come from is key to influencing their behavior

8. 8
Identifying users in a increasingly distributed
environment has gotten progressively more difficult

9. 9
Out-of-box solutions fail to identify the source of
much of our traffic
Referral Instances - January 2015 to June 2016
ReferralInstances
0%
25%
50%
75%
100%
1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15 9/1/15 10/1/15 11/1/15 12/1/15 1/1/16 2/1/16 3/1/16 4/1/16 5/1/16 6/1/16
Social Networks Search Engines Other Web Sites No Referrer
35% 43%

10. 10
We’ve now identified 80% of previously dark traffic
1. Isolating true direct traffic
2. Tagging email products (both internal and external)
3. Tagging alternate platforms
4. Pinpointing unique identifiers from incoming traffic
5. Creating a custom solution to tie users to previously dark platforms

11. 11
Driving engagement
Increasing readers’ depth and frequency drives
engagement and propensity to pay.

12. 12
The Washington Post tracks readers throughout the
engagement funnel
100,000,000
12,000,000
3,300,000
2,400,000
800,000
Audience Funnel
Early Engaged
(2+ Visits)
Potential Subscribers
(5+ Visits for 2 months)
Subscribers (Linked Print,
Digital, Rainbow & Partner)
Virtual Subscribers
(20+ UPC)
Paying Subscribers
(Digital and Rainbow) *Data shown in the chart is not real
M/M Y/Y
16% 54%
18% 79%
21% 98%
25% 133%
0.3% 25%
7% 98%
200,000,000
Unique Visitors

13. 13
But moving readers down the engagement funnel is
far more challenging in a world of distributed content

14. 14
On-site, the Post encourages deeper engagement
through page design

15. 15
As well as recommendations

16. 16
The Post’s Clavis technology has led to a significant
lift in engagementPERSONALIZED EXPERIENCE
Segments
• Household with children
• Loves to cook
• Left-leaning
• Enjoys uplifting articles
ART
MUSIC
FASHION
LIBERAL
LABORWELLNESS
FOOD, DRINK
AND RECIPES
TRAVEL
CELEBRITY
RESTAURANTSHOME AND GARDEN
ENVIRONMENT AND NATURE
HEALTH CARE
FAMILY

17. 17
Email is a key engagement factor in both onsite and offsite
In the past year we’ve:
• Added 1.5 million newsletter subscribers
• More than doubled traffic from newsletters

18. 18
We’ve driven the most email growth through Drawbridge

19. 19
Predicting Propensity
By identifying which users are most likely to pay, we can
strategically target them

20. 20
The Month 0 project analyzed subscribers before they
subscribed

21. 21
Converting readers to purchases
By:
• Deepening engagement
• Knowing which users to target, and
• Knowing what resonates with high propensity readers
We spend our marketing dollars more effectively to get
paying subscribers