Finding your North Star
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Financial Times CPO/CIO Cait O'Riordan discusses their North Star.
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Finding your North Star
- 1. Cait OâRiordan | Financial Times Finding your North Star
- 2. 920,000 paid for customers 720,000 digital only subscribers 1.9 million daily readership We operate with a strict paywall We are a publisher - but commercially we are a subscription based digital company About the FT
- 3. Commercial Goal One Million Subscribers
- 5. We kept on finding... Revenue vs. Usage Conversion Rate vs. Engagement Cancellation Rate vs. Engagement
- 7. Engagement can be measured many ways Email Alerts Attending Events App Downloads Reader comments Facebook Likes Sharing Stories Time Spent Reading Twitter Followers and Retweets Multichannel Consumption
- 8. ... Our âNorth Starâ Engagement Score Recency | Frequency | Volume
- 9. Recency Frequency Not everyone is a digital news junkie Best Customers Engagement opportunities
- 10. North Star: Product & Technology
- 11. Case Study | MyFT A Twitter-like follow topic feature Users get a daily email digest and an on-site feed page
- 12. myFT | Impact on RFV Engagement increased 86% compared to the control group
- 13. myFT | Impact on RFV ...⊠Article based onboardingTopic based onboarding Negative CTR +20% CTR
- 14. New Daily Digest Design Further AB tests are on the backlog to continue experimenting with email headers/subject line etc myFT | Impact on RFV +1.6% OPEN +13.6% CTR
- 15. myFT | Impact on RFV Old Design New Design +10% CTR
- 16. Case Study | Speed When we launched Next first MVP 5% of our most devoted users opted in The site had few features and less content than old FT.com Yet, they immediately became more engaged Why?
- 17. Case Study | Speed What does it mean financially? 1 second = $millions More than any feature besides MyFT
- 18. Case Study | Speed Hypothesis: Every second counts True! You could see the impact from the very first second.
- 19. Case Study | Going back to the iOS App Store
- 20. Case Study | Onward Journeys Infinite ScrollSimplified Recommended Stories MyFT Moved Up +1.36% CTR +12% Follow Rate +15% CTR +14% CTR
- 21. Case Study | Onward Journeys Design has a big impact on clicks. All three design changes had a positive effect⊠...if not a lasting one.
- 22. âŠcontent not so much. All tests experimenting with content recommendation have lost to our control variant. Case Study | Onward Journeys
- 23. Funding Engagement Via Investment FT.com Reach and Return Finding new quality prospects, marketing to them and converting them into customers Consenting prospects | Quality visitors | Trial acquisition | Trial conversion | March to 1M FT.com Retention Yield Efficiency Quality Revenue/Profit Growth Increasing engagement & reducing churn Number of users with an engaged RFV score. Reducing billing churn rates. Increasing revenue per customer for a given product LTV | ARPU | CPM... Product quality, digital journalism, security, stability, speed Net Promoter Score. New Customer Experience metrics, Completion rate, Share rate Productivity, redeployment, cost avoidance, Simplification Costs avoided | Redeployed roles | Efficiency Metrics Opportunities in Advertising, FT Specialist, Events, Platform commercialisation, Tech ROI or cost saving What does it mean and how will it be measured?Outcome
- 26. myFT
- 28. Content | Our Biggest Engagement Driver
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- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.
- This is a copy only slide with bullet points. Use 1.5 spacing and Arial 18 as a minimum size.