FREMONT, CALIFORNIA, 10 March 2020, Deep.BI, an AI-driven data solutions company focused on real-time scoring and intelligent data augmentation for user-centered engagement, has announced that Diários Associados, the Brazilian communication and media conglomerate, has signed an agreement to begin implementation of Deep.BI’s data analytics platform and user scoring to power a dynamic paywall at their digital publication, Estado de Minas.
With the addition of this new analytics layer, management at Estado de Minas will gain the ability to gain insights based on real-time data and implement the changes necessary to drive engagement and formulate a content strategy. By leveraging Deep.BI’s data-driven business intelligence to better understand the website’s 6 million unique users, Estado de Minas has greater opportunities for growth in its sights.
Specifically, Deep.BI will provide intelligence to the publication’s in-house paywall via real-time Recency Frequency and Volume (RFV) scoring, and later build Propensity to Subscribe/Churn algorithms - to capitalize on user engagement and grow revenue.
Fred Bottrel, Sub-editor at Estado de Minas commented on how the editorial team has been using the insights generated to augment their day-to-day activities:
“The business of subscription-driven income has a significant impact on content production. As one cannot manage what is not being measured, to bring real-time metrics to the day to day activities of the newsroom is, in a way, an innovation capable reconnecting journalism with the readership as a whole. Those who consume our news are, at the end of the day, at the center of the process.
The information in each dashboard is the answer from our readers about what we do, giving us feedback as to which of our strategies were effective, where we can advance and improve even further or where we need to correct our trajectory.
In this scenario, new key indicators appear and they have to be incorporated in newsroom activities. One of them, the Engagement-Weighted Page Views (EPV) metric, is more sophisticated and delivers valuable insights, unlike basic Page Views (PVs). The EPV combines the PVs with the engagement of each reader of a specific article. This way it is possible to identify which content has a higher chance to attract and convert a larger number of engaged users.
In a company with a 92-year tradition in journalism, it is very interesting to perceive how digital transformation aiming at a deeper engagement can revive the DNA of producing content with quality and commitment to the reader.”
— FRED BOTTREL, SUB-EDITOR AT ESTADO DE MINAS
User engagement levels will also be enriched via Deep.BI’s Deep Content Attribution Scoring enabling the development of the content strategies needed to attract and convert subscribers. Deep.BI’s eventual goal is to create a personalized content recommendation engine for Estados de Minas’ user-base and enable opportunities to increase revenue.
Estado de Minas is a highly respected digital and print publication in Minas Gerais, Brazil. However, paid subscriptions and a paywall are still a newer part of the publication’s content strategy but growth in the reader-revenue model is something that is taking high priority.
Deep BI is a comprehensive data solutions company that offers powerful flexible products for data analysts, product teams and management through a platform incorporating data analytics, a Business Intelligence layer, and a data warehousing platform with a key focus on real-time scoring & data augmentation. Using our Machine Learning and Data Science capabilities we're able to serve customers in the retail, fraud detection and financial market verticals as well as the media and marketing sectors.
