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opticon2017
Kimberly Kaufman
Director, Digital Marketing Optimization
SHOWTIME
Peter Gray
Director, Optimization
Dow Jones...
SITE PRIORITIES
Drive deeper engagement to retain
subscribers
Drive consumption of SHOWTIME
programming
Drive subscription...
WAYS TO SUBSCRIBE & WATCH
Cable Providers
SUBSCRIPTION LEADS AS KPI
CASE STUDY NO.1
ORDER TRAY
ORIGINAL VARIATION
+10
%
ORIGINAL VARIATION 1 VARIATION 2
+57
%
STREAMING MODALCASE STUDY NO.2
vs.
+18
2%
+16
1%
vs.
+7%
vs.
+7%
HARE OF ORDER CLICKS WITHIN STREAMING MOD
2016-2017
PERSONALIZATIONCASE STUDY NO.3
+10
%
+14
%
opticon2017
KEY TAKEAWAYS
• Using device detection to enhance user experience is a
valuable way to impact KPIs
• A signifi...
opticon2017
THANK YOU
Peter Gray
24 Months of Optimization at WSJ
NET GROWTH OPTIMIZATION
The most powerful product development discipline on
earth?
What do we do?
Before we dive in . . .
Here’s Why
=
A
B
In my experience
+
NET GROWTH OPTIMIZATION
THE NON-AGENDA
WHAT WOULD BE MOST USEFUL TO
YOU.
HIGH LEVEL RECIPE FOR OUR
SUCCESS
GETTING CREDIT
...
NET GROWTH OPTIMIZATION
Taking Stock
Letting the optimization beat build
Metric 1st 6 Months Since
Tests 3 216
Tests/Month .5 9.8
Team 1 5
Standalone team form...
Optimization is Spreading
The Nobel Prize
for Clever Mind
Games Goes to…
Optimization
Center for
Excellence
What’s Our Recipe
A great partner agency
Evangelism
Velocity
Ruthless prioritization
$ value for our work
NET GROWTH OPTIMIZATION
How To Get Credit
Getting Credit
What about the fat cats? The big dogs?
Do you know your own ROI?
37% LIFT
Why Not
A: 50%
B: 50%
The only path to proper respect: a validated numerical value
100%
So what did we do
The Back Test
The Back Test
Jan 2016
Shop + Checkout Combined
June 2017
Shop Checkout
The Back Test
51% TOPLINE
ORDER LIFT
The Back Test
The Model
Optimization Order
Calcs
2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2017 2017 201...
The Back Test
The Final Calculation
51% Lift
18 Months
2.8% Lift/Month
1,800 Total Orders
26.9% % of Total Orders
$1 NPV o...
NET GROWTH OPTIMIZATION
WHEN PERSONALIZATION?
Define P-E-R-S-O-N-A-L-I-Z-A-T-I-O-N
A fluid display
because of things we know about
the individual user on the other side...
There is only one way to get there
Testing, Testing, Testing One size fits all
Segment-based
experiences
1:1 Personalizati...
Skipping the Low Hanging Fruit
One size fits all
Segment-based
experiences: segment-
based content display
1:1 Personaliza...
NET GROWTH OPTIMIZATION
DON’T BELIEVE ME?
LET ME SHOW YOU WHAT YOU’LL MISS.
A QUOTE FROM A DREAMER
“SMALL EMOTIONS ARE THE GREAT CAPTAINS OF
OUR LIVES.”
NET GROWTH OPTIMIZATION
LOW HANGING FRUIT: ACQUISITION
CUT THE FAT.
ADD A LITTLE COLOR.
TELL THEM WHAT YOU THOUGHT THEY
AL...
CUT THE FAT
23% Order Uplift
ADD A LITTLE COLOR
110% Order Uplift
TELL THEM WHAT YOU THOUGHT THEY ALREADY
KNEW
+37% Order Uplift
TIME AND PLACE
+18% Order Uplift
THE EYE IS A MUSCLE
+21% Order Uplift
NET GROWTH OPTIMIZATION
LOW HANGING FRUIT: ENGAGEMENT
THE HAND IS A MUSCLE.
CONNECT THE PIPES.
Valuing Engagement and Product Testing
Onboarding Action
Newsletter + iOS Log In
Logs Into iOS App
Subscribes to a Newslet...
THE HAND IS A MUSCLE
WSJ.comCheckout
THE HAND IS A MUSCLE
+ 78% Newsletter Signups
+ 117% App Downloads
CONNECT THE PIPES
+975% App Downloads
?
THE PRINCIPLES
TEST EVERYTHING.
PRIORITIZE.
DEFINE YOUR VALUE.
GO BIG.
DON’T SKIP THE LOW HANGING FRUIT.
NET GROWTH OPTIMIZATION
THANK YOU.
PETER.GRAY@DOWJONES.COM
646.483.7438
@pgdeepthoughts
opticon2017
Q&A
opticon2017
THANK YOU
Reminder: Don’t forget to join us for our Opticon Party
from 6:30PM-9:30PM at Brooklyn Bowl
Last But Not Least…
• Wifi inf...
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
Opticon 2017 Hooked: How to Succeed
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Opticon 2017 Hooked: How to Succeed

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Hooked: How to Succeed in the Subscription Economy

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Opticon 2017 Hooked: How to Succeed

  1. 1. opticon2017 Kimberly Kaufman Director, Digital Marketing Optimization SHOWTIME Peter Gray Director, Optimization Dow Jones Hooked: How to Succeed in the Subscription Economy
  2. 2. SITE PRIORITIES Drive deeper engagement to retain subscribers Drive consumption of SHOWTIME programming Drive subscriptions 1 2 3
  3. 3. WAYS TO SUBSCRIBE & WATCH
  4. 4. Cable Providers SUBSCRIPTION LEADS AS KPI
  5. 5. CASE STUDY NO.1 ORDER TRAY
  6. 6. ORIGINAL VARIATION +10 %
  7. 7. ORIGINAL VARIATION 1 VARIATION 2 +57 %
  8. 8. STREAMING MODALCASE STUDY NO.2
  9. 9. vs. +18 2%
  10. 10. +16 1% vs.
  11. 11. +7% vs.
  12. 12. +7%
  13. 13. HARE OF ORDER CLICKS WITHIN STREAMING MOD 2016-2017
  14. 14. PERSONALIZATIONCASE STUDY NO.3
  15. 15. +10 % +14 %
  16. 16. opticon2017 KEY TAKEAWAYS • Using device detection to enhance user experience is a valuable way to impact KPIs • A significant increase in one metric might have a negative impact on other metrics on the page • Never stop iterating – meaningful growth can be seen over time through testing • Validating ideas through testing is a great way to gain insight into what to test next
  17. 17. opticon2017 THANK YOU
  18. 18. Peter Gray 24 Months of Optimization at WSJ
  19. 19. NET GROWTH OPTIMIZATION The most powerful product development discipline on earth? What do we do? Before we dive in . . .
  20. 20. Here’s Why = A B
  21. 21. In my experience +
  22. 22. NET GROWTH OPTIMIZATION THE NON-AGENDA WHAT WOULD BE MOST USEFUL TO YOU. HIGH LEVEL RECIPE FOR OUR SUCCESS GETTING CREDIT WHEN PERSONALIZATION? NOT SKIPPING THE LOW HANGING FRUIT
  23. 23. NET GROWTH OPTIMIZATION Taking Stock
  24. 24. Letting the optimization beat build Metric 1st 6 Months Since Tests 3 216 Tests/Month .5 9.8 Team 1 5 Standalone team formed summer 2015 as part of subscription business unit. Sole starting KPI: Acquisition
  25. 25. Optimization is Spreading The Nobel Prize for Clever Mind Games Goes to… Optimization Center for Excellence
  26. 26. What’s Our Recipe A great partner agency Evangelism Velocity Ruthless prioritization $ value for our work
  27. 27. NET GROWTH OPTIMIZATION How To Get Credit
  28. 28. Getting Credit What about the fat cats? The big dogs? Do you know your own ROI?
  29. 29. 37% LIFT Why Not A: 50% B: 50% The only path to proper respect: a validated numerical value 100%
  30. 30. So what did we do The Back Test
  31. 31. The Back Test Jan 2016 Shop + Checkout Combined June 2017 Shop Checkout
  32. 32. The Back Test 51% TOPLINE ORDER LIFT
  33. 33. The Back Test The Model Optimization Order Calcs 2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2016 2017 2017 2017 2017 2017 2017 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total WSJ Orders 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Optimization Orders 2.8 5.7 8.5 11.3 14.2 17.0 19.8 22.7 25.5 28.3 31.2 34.0 36.8 39.7 42.5 45.3 48.2 51.0 Cumulative Uplift 2.8% 5.7% 8.5% 11.3% 14.2% 17.0% 19.8% 22.7% 25.5% 28.3% 31.2% 34.0% 36.8% 39.7% 42.5% 45.3% 48.2% 51.0% Incremental Uplift 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8% 2.8%
  34. 34. The Back Test The Final Calculation 51% Lift 18 Months 2.8% Lift/Month 1,800 Total Orders 26.9% % of Total Orders $1 NPV of a WSJ Order 485 Optimization Orders $485 Optimization WSJ Acquisition Benefit
  35. 35. NET GROWTH OPTIMIZATION WHEN PERSONALIZATION?
  36. 36. Define P-E-R-S-O-N-A-L-I-Z-A-T-I-O-N A fluid display because of things we know about the individual user on the other side of the screen. in which each component, in each digital moment, is what it is ALGORITHMIC CONTENT DISPLAY
  37. 37. There is only one way to get there Testing, Testing, Testing One size fits all Segment-based experiences 1:1 Personalization Making experiences for segments and then individuals is extremely expensive. Each new specialized treatment needs to beat the one-size-fits-all experience to justify itself. Many one-size-fits-all learnings will always win.
  38. 38. Skipping the Low Hanging Fruit One size fits all Segment-based experiences: segment- based content display 1:1 Personalization: algorithmic content display Basic Nav Evergreen copy that always wins Basic design
  39. 39. NET GROWTH OPTIMIZATION DON’T BELIEVE ME? LET ME SHOW YOU WHAT YOU’LL MISS.
  40. 40. A QUOTE FROM A DREAMER “SMALL EMOTIONS ARE THE GREAT CAPTAINS OF OUR LIVES.”
  41. 41. NET GROWTH OPTIMIZATION LOW HANGING FRUIT: ACQUISITION CUT THE FAT. ADD A LITTLE COLOR. TELL THEM WHAT YOU THOUGHT THEY ALREADY KNEW. TIME AND PLACE THE EYE IS A MUSCLE.
  42. 42. CUT THE FAT 23% Order Uplift
  43. 43. ADD A LITTLE COLOR 110% Order Uplift
  44. 44. TELL THEM WHAT YOU THOUGHT THEY ALREADY KNEW +37% Order Uplift
  45. 45. TIME AND PLACE +18% Order Uplift
  46. 46. THE EYE IS A MUSCLE +21% Order Uplift
  47. 47. NET GROWTH OPTIMIZATION LOW HANGING FRUIT: ENGAGEMENT THE HAND IS A MUSCLE. CONNECT THE PIPES.
  48. 48. Valuing Engagement and Product Testing Onboarding Action Newsletter + iOS Log In Logs Into iOS App Subscribes to a Newsletter The only engagement metric that matters: If a member does X, did they stay longer? $ Value/Instance $40 $34 $30 Churn Reduction -35% -29% -26% Churn Impact of Customer Actions
  49. 49. THE HAND IS A MUSCLE WSJ.comCheckout
  50. 50. THE HAND IS A MUSCLE + 78% Newsletter Signups + 117% App Downloads
  51. 51. CONNECT THE PIPES +975% App Downloads ?
  52. 52. THE PRINCIPLES TEST EVERYTHING. PRIORITIZE. DEFINE YOUR VALUE. GO BIG. DON’T SKIP THE LOW HANGING FRUIT.
  53. 53. NET GROWTH OPTIMIZATION THANK YOU. PETER.GRAY@DOWJONES.COM 646.483.7438 @pgdeepthoughts
  54. 54. opticon2017 Q&A
  55. 55. opticon2017 THANK YOU
  56. 56. Reminder: Don’t forget to join us for our Opticon Party from 6:30PM-9:30PM at Brooklyn Bowl Last But Not Least… • Wifi info: Username: Opticon / Password: opticon17 • Download the Opticon mobile app • Get social using #opticon2017 • Rate each session within the mobile app agenda by clicking on “take survey” • Take the maturity model assessment at optimizely.com/maturity-model • Slides will be available after the event

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