Digiday Publishing Summit | The Daily Beast

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The document discusses strategies for driving higher value users by focusing on reach, engagement, and habit-building to increase the percentage of users who are engaging with the site on a monthly basis. It provides data showing that the most engaged users who visit 7+ times per month account for a large portion of overall revenue. Recommendations include prioritizing engagement and loyalty through loyalty-driven products, exclusive content for members, and improving the on-site and app experiences.

Marketing

OurFuture:DrivingHigherValueUsers
REACH
ENGAGEMENT
HABIT
1-4 sessions/month
5-6 sessions/month
7+ sessions/month
2
ofaudience
52%of revenue
94%
ofaudience
5%ofrevenue
2%
ofaudience
43%ofrevenue
4%
ARPU4x
ARPU5x

3
Prioritizing
Engagement
Loyalty
Growth
Launching
Loyalty-Driven
Products

MembersComparedtoNon-Members
PAGES/USERS
6
5x ARPU
146x

ExclusiveCoverage
Members-OnlyNewsletter
EarlyAccess

CasualSiteVisitor
NewsletterSubscriber
DownloadstheApp
7+Sessions/Month
SubscribetoBeastInside

1in5Subscriptions
Comefromnon-member
newsletters

Appusersaverage3X
morepages/session
thanopenwebusers
10
3x

11
1-4SESSIONS
5-6SESSIONS
7+SESSIONS
+1.3x +3.8x

13
1
Acquisition
- Price Testing
- Benefits Messaging
- App as acquisition
2 3
Retention
- Onsite experience
- Product Launches
- App experience
SuperUsers
- Surveys
- Focus Groups
- Product Testing
Editorial
- NewSeries
- TopicalFeatures
- Newsletters

Industry practice has demonstrated that big data opportunities are enormous, but there is a need to (a) reconcile academic ‘big stats on small data’ with practitioner ‘small stats on big data’ and (b) combine deep learning methods with statistical modeling and theory-based models to establish causal effects. Privacy and security concerns will limit collection/retention of data. So there is a need to focus on the development of analytics for anonymized and minimized data and proactive development of methods for protection of customer privacy.

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