One size does not fit all in digital subscriptions (Round 6)
Summary
The aim of the project is to create a dynamic paywall that treats different user segments in a more personalised way. The dynamic paywall is tailored based on customer data and uses machine learning to predict the most suitable offer to serve to different users.
The solution
Paper subscription income is decreasing. We need more innovative digital ways both to serve the reader with meaningful content and increase digital revenue to sustain our business. Using customer data we can create user segments and tailor the digital customer experience. This personalisation can include the content the user is offered, marketing messages, paywall experience and the products offered.