Why is simpler better when it comes to measuring audience engagement? Because it’s actionable for everyone. 🧠
This week on Francesca's virtual sofa, we're getting super actionable with Jessica Bulthé, Chief Data and Insights Officer at Mediahuis! 🚀
She oversees data for 6 countries, 20+ editorial rooms, and 8+ B2C teams – meaning she knows a thing or two about what truly drives audience engagement.
Jessica reveals that while complex formulas like FT Strategies' Recency, Frequency, Volume (RFV) have their place, Mediahuis's extensive research led them to a simple and powerful measurement that could bring together and work for both sales and editorial teams:
The #1 best predictor for both churn and propensity to buy is… The number of active days (aka Frequency).
Jessica breaks down exactly how Mediahuis uses this insight to:
💡 Segment their audience into ✅ 'Green', 🟨 'Yellow', 🟧 'Orange', and 🟥'Red' groups based on how often they visit.
📈 Tailor content strategies and sales campaigns for each group. Now, you can “personalise” your approach at scale (in groups).
🎯 Drive subscriptions by better understanding who to target and with what content.
"It's much more explainable for all departments..." says Jessica. And when you're managing data across multiple countries and newsrooms, explainability is EVERYTHING.
Simplify your engagement strategy and boost your numbers. This episode is packed with real-world insights from a data leader who’s been trying and testing, testing and trying.
Tune in now to learn how focusing on frequency can transform your audience engagement!
