Client
Our client was a US-based Martech company. They deliver marketing automation software to large US media production companies that own world-renowned newspapers and magazines.
Challenge
The business goal was to increase paid digital subscriptions for the newspapers our client served. Our task was to build a custom platform for cross-channel engagement of newspaper website visitors. The platform relied heavily on visitor data analytics to ensure data-driven personalization, visitor interaction, and predictive metrics calculation.
Project Description
We developed a white-label user engagement platform that can be seamlessly and invisibly integrated into various newspaper websites. The platform is a system of interconnected parts, each addressing a specific set of tasks. The overall goal is to deliver multi-level, personalized engagement to each visitor to facilitate paid subscriptions.
Let’s overview the capabilities of each functional part:
Recognizes anonymous visitors – those applying VPN, incognito mode, or browser storage clearing – to enable uninterrupted visitor tracking and complete user data profiles.
Centralizes visitor data from multiple sources and creates a user data profile for each visitor or customer. Additionally, it merges anonymous profiles with identified ones, ensuring the profile is comprehensive.
Verifies if subscriber is authorized to view specific content.
Sets limits on free content for visitors to encourage registration or paid subscription purchases. Additionally, it personalizes the reader experience, providing tailored content recommendations, dynamic pricing, and custom incentives (e.g., discounts).
Uses visitor data and activity history to provide personalized paid subscription offerings and conversion page UIs to maximize the subscription rate.
Enables segment-based remarketing via email newsletter and pop-up ads.
Calculates churn rates and churn percentages for each user and predicts their dynamics to increase subscriber retention.
Allows subscribers to manage their profile data, settings, and subscriptions autonomously, facilitating quick and easy issue resolution.
Offers the same capabilities as the self-service portal, but with the assistance of a customer representative.
All the parts are deeply interconnected – they communicate data to ensure consistent, informed engagement strategies for both subscribed and non-subscribed visitors on each stage of interaction with the newspaper website. This increases the likelihood of subscription, boosts the monetization, and makes the newspaper online business management easier.
Key Features
- Centralized visitor data across channels
- Detailed visitor data profiles
- Anonymous visitor recognition and attribution
- Personalized subscription offerings, prices, and incentives
- Personalized content recommendations, UX flows, and remarketing campaigns
- Paywalling and regwalling within a configurable limits
- Subscriber churn and engagement rate calculation and prediction
The Lightpoint team
We delivered the platform within 12 months by the team of:
15 Developers
2 QA Engineers
1 Business Analysts
1 Project Manager
4 Implementation Engineers
1 Delivery manager
As the project entered a phase of rapid scaling, we established a dedicated implementation team. This enabled the product team to deliver new features without disruption and accelerate delivery.
Major Tech Stack
Microsoft .NET Framework 4.6
Microsoft .NET Core 2
JavaScript / TypeScript
Angular
Node.js
Python
Azure Cloud
Google Cloud
