Prospecting Up-Sells with Behavioral Analytics
Turning an individual paid content subscriber into a corporate sale.
In paid content, one of the challenges for corporate sales is finding demand for content that can be monetized—finding a good lead. Our research shows one of the best sources for leads is within existing individual subscribers where several individuals are sharing access to the paid content. The charts below show a typical example of how to identify an individual subscriber that is a lead for an up-sell to a corporate or group agreement.
The first chart shows the daily use profile for two different individual subscribers by graphing the total number of reports accessed over a 90-day period. Each daily use profile is color coded based on the unique devices used to access the reports. The daily use profile with just the blue color shows how one subscriber’s account accessed reports via a single device. The daily use profile with multiple colors shows how the other subscriber’s account accessed reports via five devices.
Whereas the daily use profile with one color represents a loyal subscriber, the daily use profile with five colors is a prospect for an up-sell because of unmonetized demand of multiple users sharing one subscriber’s account. But how can you be sure the multi-color profile isn’t simply a raving fan?
The number two is a good start. In the hourly use profile for each account, the shared account has twice as many active hours as the individual account. Additionally, some devices are active earlier than other devices, but overlap on their activity which means they are used in different time zones. Also, note the individual account profile shows inactivity for lunch in the middle of the day. There are no low activity hours for the shared account, rather it peaks at the periods of most overlap between devices.
Looking at the quarterly use profile, it becomes clear that each of the shared account devices were active throughout the period. Unlike the individual account which had ten inactive work-days during the period, the shared account had no inactive days. Digging deeper into the quarterly profile, the shared account consumes three times the content as compared to the individual account.
Matt Shanahan is senior vice president of marketing and strategy for Scout Analytics.