Media

Content personalization

A major French media company needed to retain its readers in a context of growing competition for attention. We built the scoring, article recommendation and personalized newsletter system that turns anonymous visitors into regular readers.

Problem

The client site generated a massive volume of daily traffic, but the majority of visitors did not return. Each reader saw the same content, without personalization. The Data team analyzed the traffic manually, without KPIs shared with the sales and editorial teams. The newsletters were generic and the same for everyone. The result: a low retention rate, stagnant visits and no data-driven lever to transform an occasional reader into an engaged reader.

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Solution

What we built

We deployed 1 Data Scientist and 1 Data Analyst to design and industrialize a complete content personalization system.

Step 1 — KPIs and traffic analysis. Definition of monitoring indicators to understand traffic trends and reader behavior. Creation of dashboards shared with sales teams and journalists to manage editorial management using data.

Step 2 — Reader engagement scoring. Improvement of a loyalty score based on reading articles, activating alerts and browsing the site. This score makes it possible to segment readers by level of engagement and to target retention actions.

Step 3 — Automated personalized newsletter. Design and automation of a personalized daily newsletter for each reader, based on their engagement score and business rules defined with the editorial team. Each subscriber receives content adapted to their interests and their level of loyalty.

Step 4 — Article recommendation engine. State of the art of recommendation methods, analysis of infrastructure costs, performance benchmark and production of the model selected to recommend 10 recent articles relevant to each reader.

Results

The results

Impact 1

+7%

Impact 2

+60

Impact 3

+50

Impact 4

+2k

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