Ash Dhupar - Publishers Clearing House at the Chief Analytics Officer Forum, West Coast

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Information about Ash Dhupar - Publishers Clearing House at the Chief Analytics Officer...

Published on June 6, 2016

Author: Chief_Data_Officer_Forum

Source: slideshare.net

1. DELIVERING VALUE & PROFITS Ash Dhupar Chief Analytics Officer Publishers Clearing House adhupar@pch.com

2. AGENDA  Quick Intro to PCH  The Problem  The Solution  Impact to Business  Questions 2

3. Over $285 Million in Prizes Awarded To Date! A limited liability company generating $1 Billion Annual Revenue PCH FACTS Privately owned by founding family and charitable trusts, and headquartered in Port Washington, New York National expansion with offices in: New York City Boston San Francisco Portland FACTS ABOUT PCH

4. PCH CUSTOMERS 3.5MILLION 12-month buyers 4MILLION highly engaged fans 15+ MILLION monthly users 100 MILLION data-rich first party customer profiles 2 Billion Monthly Page Views

5. MERCHANDISING 30MILLION orders 35 MILLION units 10 THOUSAND active SKU’s OVER

6. • Millionaire-Making Super Prizes • Exciting Cash Prizes • Daily “Instant Win” Opportunities • Token Earnings and Top Retailer Gift Card rewards SURPRISE & DELIGHT: MORE WAYS TO WIN Over $285 Million in prizes awarded – including 730,000 winners in 2015 alone!

7. PCH DIGITAL CUSTOMER 8 PCH Customer Ecomm Search Games Lotto S&W Apps Mobile Web

8. THE PROBLEM…  PCH customers are being marketed by different monetizing properties, (350 Million Emails) and each wanting more….  There was a business need to take a more holistic view of the customer’s journey  There was a need to increase conversion, retention and monetized while reducing churn  Welcome to PCH.. 

9. OVERALL APPROACH  A new model was developed Optimized Customer Model (OCM) to help in the process  This is a customer level model while keeping intact the sensitivities of all PCH properties and interactions  This model combines smaller models that act as building blocks to fully optimize Revenue and Churn. The various building blocks are listed below with more details on the following slides. – Email Click Model (1) – Conversion Model (7) – Customer Dormancy Model (1) – Unsubscribe Model (3)

10. Email Click Model  Predicts the probability that the actual number of emails a customer is likely to open in the next 7 days  The key input includes all email activity, as well as every touch point made to the customer, in the last 90 days

11.  Predicts if the customer will convert on one or more properties based on their previous history.  A conversion score from 0 to 1 will be generated nightly, including the most recent activity. A score of 1 will mean the high likelihood of converting and a score of 0 will indicate least likely to convert.  The conversion Models are for o E Commerce Portal o Prospect o PCH.com Site o Lotto Site o Search and Win Site o Front Page Site o Games Site Conversion (Revenue) Model

12.  This model predicts the deceleration of a customer with PCH.  A deceleration score of 0 to 1 will be generated nightly.  Customer Migration from one bucket to another is maintained. Customer Dormancy/ Deceleration Model

13.  This model predicts the likelihood of a customer to unsubscribe from one or all of the PCH properties.  This is a combination of 3 different models to predict unsubscription requests based on 1. Last 30 days of activity 2. 31 to 90 days 3. 90+ days Unsubscribe Model

14. Email Click Model Conversion (Revenue) Model Customer Dormancy Model Unsubscribe Score Manual Decision Rules  20 Million Customers are scored on a nightly basis… times 12  The marketing teams use a combination of model scores to create decision rules  This is an iterative approach, putting the risk and rewards in the business owners hands. Optimized Customer Model (OCM)

15. Email Click Model Conversion (Revenue) Model Customer Dormancy Model Unsubscribe Score AutomatedDecision Rules Optimized Customer Model (OCM) Driving on Auto Pilot

16. BENEFITS OF THE MODELS  Holistic approach with the ability to send the right customers to the right properties with maximized revenue  Ability to increase retention and engagement  Ability to create various profitable segments and use different marketing/communication plans with these segments  Ability to understand short-term actionable programs(next 3 days) as well as long-term retention programs around

17. ACTUAL IMPACT TO BUSINESS Multi-million dollar profit contributions (annualized basis) A better customer experience A Powerful tool in the hands of business owners to make a true impact 18

18. QUESTIONS? 19

19. DELIVERING VALUE & PROFITS Ash Dhupar Chief Analytics Officer Publishers Clearing House adhupar@pch.com

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