This project developed a tagging strategy for Netflix, which could be used by a development team when implementing tagging codes. The project identified goals, measurable actions, conversion events and values, data filters, KPIs, metrics and user stories based on the results of the analyzed site elements of netflix.com. Conducted in 2017 for academic purposes. The enclosed presentation provides an overview of the final document.

1. Tagging
Strategy & KPIs
Case Study: Netflix
Prepared by Bellakarina Solorzano

2. +
Overview
Entertainment
Industry
Streaming
Service
Monthly
Membership
TV Shows,
Movies,
Documentaries
& More
Available in 190+ Countries!

3. +
Online Goals
Maximizing
Consumption
of Content
Increase
Number of
Subscriptions
Maximize
Member
Satisfaction
Maximize
Month to
Month
Subscription
Retention

4. Homepage: Above the Fold
Clear Call to Action & Value Proposition

5. Homepage: User-Friendly
Value Proposition & Additional Information

6. Subscription Packages for
Streaming
Call to Action

7. +
Measurable Actions
n Today users/consumers hop from screen to screen, want
immediate gratification and have high expectations for any
services they sign up for.
n Netflix is a data-driven company that gathers an incredible
amount of information from all users. And everything from
the time of each session to the time users click on the
pause/rewind button can be tracked.
n The key to success is to identify those actions that can have a
significant impact in the company’s decision-making.

8. +
Conversion Events & Values
Events
Free Trial
Service Upgrades
Retention

9. +
Data Filters
Genre
Location
Original
Content
Directors
Popularity
Licensed
Content
Producers
Actors
Other

10. +
Key Performance Indicators
• What devices they engage with? which
features are used?
Product
Development
• Popular titles. Higher retention.
Successful and Failed searches.
Content
Development
• What,When and How much customers
engage. Behaviors. Overall Satisfaction.
Customer
Satisfaction
• Drive better streaming quality and lower
risk of re-buffering.
Technical Quality &
Content Delivery
• Interaction with satisfaction scores to
determine what issues to fix.Maintenance

11. +
Key Performance Indicators
Average Time Watched
per User/Visit
High
Medium
Low
% Users Interested in
Watching [Content]
Genre: Romance, Horror, etc.
Movies
Documentaries
TV Shows
User Story: Content Manager

12. +
Key Performance Indicators
% Thumbs Up/ Thumbs
Down
Content Quality
Content Retention
Content Popularity
% Users Interested in
Watching [Specifics]
Actors
Directors
Producers
Writers
User Story: Content Manager

13. +
Key Performance Indicators
%Content Watched
based on Suggestions
Successful Algorithms
Engagement
% AutoPlay Views
Successful Algorithms
Engagement
User Story: Software Engineer

14. +
Key Performance Indicators
%Users who Fast-
Forward/Rewind
Needs
User Experience
Abandon Rate &
Completion Rate
Content Needs & Quality
User Satisfaction
User Story: Software Engineer

15. +
Key Performance Indicators
%Click Through Rate
Promotion Success
Free Trial vs. Cancellations
Subscriber Acquisition
Cost
Content Needs & Quality
User Satisfaction
User Story: Marketing
Manager

16. +
Key Performance Indicators
Viewership vs.
Licensing Costs
Maximize Revenue
Minimize Costs
Biggest viewership relative to
the licensing cost.
User Story: Business Strategist

17. +
Example: Netflix Original
Orange is the New Black
n Creator Jenji Kohan’s show “Weeds” was
quite popular on Showtime.
n Weeds streamed on Netflix and constantly
featured on popular and trending
categories.
n Jenji Kohan created “Orange is the New
Black” and Netflix picked it up. And it
really paid off!

18. +
Example: Show Revivals
Gilmore Girls & Fuller House

19. +
How well is it working?
Personalization is powerful!
n 75% of Netflix views result from
recommendation or personalized ranking.
n No two Netflix channels look alike. It’s
about delivering the right content at the
perfect time based on user past behavior
and highly sophisticated and accurate
algorithms.
n For Netflix, personalization means
building “a unique experience for every
single user.”

20. Thank You
Prepared by Bellakarina Solorzano