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One of the things that has become incredibly important for publishers is to create a good and useful propensity model. Propensity means that you create a model that helps you influence your audience to act in a certain way, like convincing them to subscribe, to upsell something to them, to expand into new areas, to better interact with your advertising, or to prevent them from churning.
But how do you create a propensity model? What is in this model? And what kind of considerations should you remember to focus on?
This is what we will talk about in this 31-page report.
Let's start this guide at the very beginning. What even is a propensity model? Well, in the simplest terms, a propensity model is a way to use data to segment our audiences into meaningful groups, which we then present with different things in order to convince people to make a different choice.
This choice can be focused on many different things depending on what each group is lacking, and what kind of result you are looking to achieve (more about that below). But the model is essentially this mix of data, leading to segmenting, leading to experimentations, and finally leading to an outcome.
But the keyword here is in the name. How do you convince people to want to behave in a certain way?
Propensity [noun]: an inclination or natural tendency to behave in a particular way.
This also means that a propensity is not just some theoretical model that you can adopt. Because you are trying to change people's behaviors, it's a working model. It's something that is going to be different for each group of people (hence the importance of segmenting), and it's something where the result can only be achieved through experimentation.
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"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
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