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.
What if you’re short on time?
Simply browse the episode chapters below and choose the segments you’re most eager to hear.
00:00 Introduction to Jessica Bouté and Mediahuis
03:04 The Impact of AI and GenAI on Media
05:45 Understanding Audience Engagement
08:25 Evolution of Engagement Metrics
11:19 Challenges in Audience Engagement Strategies
13:36 Effective Strategies for Audience Engagement
23:36 Understanding Subscriber Segmentation
26:09 Engaging Younger Audiences
29:03 The Challenge of Brand Recognition
31:28 The Impact of Audience Engagement
33:00 Leveraging Technology for Engagement
34:51 Integrating Feedback into Strategy
36:58 Common Pitfalls in Engagement Initiatives
38:52 Skills for the Modern Journalist
43:39 Measuring Engagement Impact
45:46 Simple Engagement Hacks