“An increase of three times the click-through rates in the first few months”
Maria Ressa, CEO and Executive Editor
Surface evergreen content and increase engagement
A lot of existing content sits in archives no one will see without personalization – publishers should surface existing content and deliver real-time recommendations to maximize engagement and ROI
Premium sports content is perishable… Real-time use cases are critical for maximizing revenue in sports publishing where users expect a personalized experience.
In an industry where loyalty to particular sports, teams and players drives engagement, the ability to build audience segments that you can act on in real-time is crucial.
While sports publishers tend to have a huge repository of evergreen content that comprises both traditional and rich media, it’s clear that conventional editorial approaches can’t keep up.
Publishers must layer data layer with actionable user insight to personalize the user experience, drive engagement, and deliver more conversions, but are faced with a number of challenges:
- No real understanding of users. There’s no anonymous user behavioural data.
- Poor user experience and loyalty thanks to little or no personalization.
- Poor use of content to engage your prospects and turn them into repeat customers.
- Lack of relevant recommendations from an increasingly large repository of content.
- Poorly converting promotions. Inability to select and deliver the right promotion to grow revenue and protect margins.
- Big data challenges. There are disparate data sources, you don’t know the value of your own data and you can’t drive digital revenue.
- Understanding of content. Difficulties in tagging, indexing, and distribution of digital content.
- Siloed first-party and third-party data makes personalization, distribution and monetization difficult.
How can we help?
Unlock the value of your first party data
Ensure first party data is right for the best possible segmentation and personalization experience, then enrich your first party data by buying second and third party data. Data exchanges between companies can improve the value of segments. First party data has 80% of the value, but we push data out to other marketplaces and enrich it so that it monetizes your segments and drives revenue.
Analyze people data across devices
Marketers need to collect behavioural user data from their own properties. A Cxense tag, deployed across your network, will collect event data so that you can start to get information about the individual user across all channels. Marketers should also onboard offline records, bring it into the DMP and match it to the individual online user identities.
Surface the most valuable new and existing content
A lot of evergreen content sits in archives no one will see without personalization. There’s a lot of value in surfacing under utilized content to users who do see value in it and who are willing to pay for it. Personalized content recommendations for each individual site visitor, whether they are known or anonymous, brings the most engaging content forward, increasing customer loyalty, page views, and conversions.
Identify valuable users in the paywall conversion funnel
To deliver a personalized experience, you need a deep understanding of your individual users. Publishers must gather data in real-time, from a variety of sources such as websites, mobile apps, CRM, ERP, CMS, and analytics systems. A semantic analysis of content allows you to analyze and understand the meaning of the content your users are engaging with – and from that you can start to deliver what they want.
Build bespoke user profiles and segments
Individual profiles and sophisticated segmentation enable publishers to have a 360-degree view of their users so they can build bespoke segments for targeted ad campaigns and subscription offers. Develop new advertising products that enable you to charge higher rates for precise targeting. Get higher click-throughs by delivering the right ads to the right user at the right time.
Online video management and publishing
Manage, store and deliver video content across all devices. Integrate all of your video advertising and analytics partners to deliver real-time recommendations to maximize video views. Powerful playlisting and programming to build personalized video reels of sports coverage. Aggregate all of your digital content feeds and assets-audio, video, text and image. Powerful search functionality to power editorial decisions.