Building an engaged audience
An engagement tool used by some of the world’s most famous media companies, focusing on making using clients’ sites immediately rewarding and facilitating multiple modes of interaction with clients’ content.
Delivered to the client as a user engagement module, designed to be integrated into any infrastructure and to share data with subscription management, user analysis, payments, support and other modular elements of a comprehensive user engagement platform.
A key component of a comprehensive user engagement platform
The user engagement module is adaptable and can be sold and used either as a standalone
module, or as a component in more comprehensive user engagement systems that address
payments, subscriptions and user management. Designed to support digital transformation in
publishing and media companies, the tool provides the functionality required to build a
highly-engaged audience for a digital publishing business, including:
Flexible communication
The module provides the opportunity for flexible, rapid, two-way
communication with subscribers and site users, driving customer satisfaction
and conversions.
Integration and branding
Deep client site integrations put the user engagement tool at the heart of
the business, while branding makes using it seamless for visitors and
subscribers.
User behavior analysis and predictions
User behavior is tracked and used to compile reports and drive predictions,
allowing a data-driven approach to content creation and distribution.
Integrations with third-party content hosts
Hassle-free integration with major third-party content providers such as
Google and Facebook.
Used by:
Managing over 1.1 million new subscribers annually
HTTPS throughout for security
GDPR, CCPA, and PCI compliant
Digital publishing challenges: data, customers, advertising, targeting
The nascent digital publishing industry faces key challenges related to interactions with
customers and with advertisers, its two sources of revenue, as well as with managing data
and targeting content.
Data management and analysis
Most publishers aren’t set up to handle the quantities of data a modern
digital business produces. And they don’t have the tools to analyse it and
extract meaningful, actionable insights from it.
User engagement
Beyond the newsstand, publishers lack experience, skills and tools for
effective user engagement. Knowing which content and marketing is effective
requires complex data analytics.
Conversion optimization
Turning casual readers into lifelong subscribers is the goal of content
businesses. But with complex multi-touch user journeys, publishers struggle
to encourage, incentivize, track and optimize their content for these
conversions.
Content targeting
Which content do readers want? What is sticky? What generates traffic,
subscriptions, revenue, advertising impressions, and ROI? It’s difficult to
know without effective user and advertising data analytics.
There’s a clear market need for a solution that links customer behavior and identity across
the customer lifecycle, providing insights to power organization, department and
campaign-level decisions.
Creating a user engagement system
We created a tool that addresses the major problems faced by key players in the space,
resulting in enthusiastic uptake from some of the largest players in the US market as we
supplied an out-of-the-box, customizable and compliant solution to success in the
digital marketplace.
Key features of the system
The system we built solved major problems in the space, utilizing these key modules:
User behavior module
User behavior data management and analysis
Paywall management module
Ability to identify anonymous users after browser cache clearance or within
social network In-app browsers to ensure correct data collection from every
pageview
Key features include:
For clients:
- Conversion optimization and flows
- User behavior analysis, measuring content views, prediction likelihood to subscribe and unsubscribe, and more
- Personalized content recommendations
- Marketing campaign design and targeting
- Content management
- Newspaper information storage
- Retention and acquisition campaigns, customizable for company strategy
- Deep client site integration
- Branding
- Integration with Facebook Articles, Google AMP
For consumers:
- Registration
- User recommendations based on users’ interests
- Single Sign-On integration
- Integration with subscription access tools
Platform features include:
- Permissioned access to resources both inside and beyond the system
- Data processing powered by Machine Learning
- Performance monitoring of the user engagement module
- Multiple integrations across industry-standard tools
- Contemporary technology stack
- Intruder detection and blocking system
- Subscription activity monitoring
Lightpoint built the system with:
1 Data Science Expert, 4 Developers, 1 Automation QA, 3 QA
Tech stack:
Microsoft .NET Framework 4.6
JavaScript / TypeScript
HTML
CSS
C#
Python
Go
Node.js
Microsoft Azure
Google Cloud
Results: predictable revenue and subscription growth
The system was delivered to the client as a solution to the key challenges faced by publishers engaged in digital transition, digitally native or building out digital arms of an extant offline business.
Its success was far greater than forecast, such that our initial client was promptly acquired by a major player in the space, largely on the basis of the competitive advantages and ease of use offered by this system. Customers reported 30% increases in new subscriber numbers, and significant growth in predictable, repeating revenue as permanent subscriptions increased
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