Intellectyx collaborated with The New York Times to build a real-time subscriber behavior analytics solution using Elasticsearch and Druid.
Subscriber Behavior Analytics Solution Development
for New York Times
Client Location
United States
Industry
Public & Non-Profit
Solutions
BI & Analytics
Technologies
D3, Elasticsearch, Kafka, Kibana, Logstash, Hadoop
Client Overview
The New York Times is a leading American daily newspaper with a worldwide readership. Their business model relies heavily on subscriptions, encompassing magazines, articles, and newspapers. The New York Times sought to gain a deeper understanding of subscriber behavior to improve sales opportunities, enhance retention, and drive new subscriptions.
Challenges
The New York Times needed a comprehensive solution to analyze subscriber behavior and understand trends related to new sales, subscriber retention, and overall engagement. By gaining insights into their subscribers' interests and behaviors, they aimed to create personalized engagement experiences and improve subscriber retention.
Understanding Subscriber Behavior
The company required a way to capture and analyze subscriber interactions, such as clicks, to gain insights into user interests and behavior patterns.
Real-Time Data Analysis
They needed to process large volumes of clickstream data in real time to enable actionable insights for sales and engagement strategies.
Centralized Reporting
The New York Times wanted to create centralized dashboards to share subscriber analytics and sales performance metrics, enabling key stakeholders to make informed decisions.
Solution
Intellectyx collaborated with The New York Times to design and develop a subscriber behavior analytics solution leveraging Elasticsearch and Druid.
Key Features of the Solution:
- Clickstream Analytics: Developed a clickstream analytics system to capture all subscriber clicks and store them as log files. The data was indexed in real time using Elasticsearch, enabling continuous tracking of subscriber interactions.
- Visualization Layer: A visualization layer using Druid was created to help analyze behavioral data, providing insights into reader interests and enhancing the subscriber experience through personalized engagement services.
- Behavioral and Sales Dashboards: Developed dashboards with key metrics, such as customer satisfaction, renewal likelihood, and engagement trends. Sales-specific dashboards were also created to help the sales team track goals and evaluate progress.
- Centralized Analytics Access: The solution provided a centralized subscriber analytics and sales performance platform, ensuring that all stakeholders had access to up-to-date and consistent data, enabling data-driven decision-making across the organization.
Results
- Enhanced Subscriber Insights: The developed dashboards enabled The New York Times to answer questions like the number of existing subscribers, new subscribers versus unsubscribed users, and subscriber behavior trends, down to region-level details.
- Improved Subscriber Engagement: Insights gained from the analytics dashboards helped identify areas for improvement, such as service quality and customer relations, ultimately leading to stronger subscriber engagement.
- Customer Churn Analysis: The tool allowed the company to perform churn analysis and visualize subscriber attrition, enabling better retention strategies and reducing customer churn over time.
