Client
Our client is a US-based Martech product development company that works with clients specificially in Media Production and Publishing domains. Their clientele includes representatives from the top 10 US media.
Challenge
The client aimed to increase paid subscriptions for their customers — newspaper businesses. Through our partnership, we developed a multi-functional user engagement platform designed to convert visitors through various ways. Here, we’ll explore the remarketing software, which enabled data-driven remarketing via pop-up ads and emails.
Project Description
The web remarketing software includes an admin panel that allows employees to configure remarketing strategies for different segments of both subscribers and non-subscribers. Thanks to its integration with a CDP (Customer Data Platform), which consolidates visitor data from various sources, the ad module offers highly flexible segmentation. Segments can be based on various behavioral, subscriber and demographic aspects: preferred content, location, subscription history (including subscription pauses, terminations, and re-subscriptions), engagement, and more.
Another part of the module was a website plugin, which executes the pre-configured remarketing strategies. The module enables two types of remarketing:
Email remarketing to provide visitors with personalized content digests, remind on abandoned subscription purchase, inform on promotions, and more
Pop up ads remarketing to display relevant content recommendations, discounts, custom calls to action (CTAs), and more
Additionally, the module enables cross-site remarketing, offering an opportunity to share third-party cookies across multiple sites. As the majority of the end–customers were media companies managing multiple newspaper brands, this feature was extremely valuable for them to nurture and convert their audience at scale.
Key Features
Two-channel remarketing through emails and pop-up ads
Flexible audience segmentation based on demographic, subscribtion and behavioral data
Data-driven remarketing strategies enabled by integration with a CDP (Customer Data Platform)
Cross-site remarketing through cookie sharing
Team Composition & Project Duration
The project was completed in 18 months by a team comprising:
1 Tech Lead
2 Front-end developers
2 Back-end developers
1 Project Manager
2 QA Engineers
Major Tech Stack
C#, .NET, MSSQL, TypeScript, REST API C#, NETAzure Cloud
Results
The client reported an increased CTR for ads and emails, as well as improved ad conversions, driven by more precise segmentation and cross-site data sharing. They also noted a rise in new paid subscriptions and subscription repurchases, which they partially attributed to the implementation of the remarketing software.
