Ash Dhupar - Publishers Clearing House at the Chief Analytics Officer Forum, West Coast
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DELIVERING VALUE & PROFITS Ash Dhupar Chief Analytics Officer Publishers Clearing House [email protected]
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Transcript of Ash Dhupar - Publishers Clearing House at the Chief Analytics Officer Forum, West Coast
DELIVERING
VALUE & PROFITS
Ash Dhupar Chief Analytics Officer
Publishers Clearing House
AGENDA
Quick Intro to PCH
The Problem
The Solution
Impact to Business
Questions
2
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
PCH CUSTOMERS
3.5 MILLION
12-month buyers
4 MILLION
highly
engaged
fans
15+ MILLION monthly
users
100 MILLION data-rich
first party
customer
profiles
2 Billion
Monthly
Page Views
MERCHANDISING
30 MILLION
orders
35 MILLION
units
10 THOUSAND
active SKU’s
OVER
• 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!
PCH DIGITAL CUSTOMER
8
PCH
Customer
Ecomm
Search
Games
Lotto
S&W
Apps
Mobile
Web
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..
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)
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
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
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
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
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)
Email Click Model
Conversion (Revenue)
Model
Customer Dormancy
Model
Unsubscribe Score
Automated Decision Rules
Optimized Customer Model (OCM)
Driving on Auto Pilot
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
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
QUESTIONS?
19
DELIVERING
VALUE & PROFITS
Ash Dhupar Chief Analytics Officer
Publishers Clearing House
