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How OTT Platforms Can Leverage Data to Optimize Marketing Performance – Part I

Welcome to the first part of this series where we present actual, actionable insights – derived by real Optimove clients

OTT Platform? This series is for you!

Over-the-Top (OTT) video platforms collect vast amounts of data from their subscribers. But, using this data to generate insights and improve business performance isn’t that easy.

That’s why we have put together this 3-part series for you – where we take a look at various video streaming clients who have mastered how to scale and optimize their subscriber retention and experience programs.

In part 1, we talk about how to incentivize behaviors to drive higher LTV.

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With customer acquisition costs rising, driving subscriber lifetime value is more important than ever before. And since every OTT platform’s subscribers are unique, marketers must identify the behavioral patterns that differentiate their most valuable subscribers from the rest.

Marketers at one OTT platform recently discovered that subscriber value is in direct correlation with three specific behavioral factors: mobile viewing, watch list creation, and favoriting content.

For example, as seen in the following chart, users who viewed content on multiple devices have a predicted future value that’s 57% higher than those who never view on mobile. Similarly, users with multiple favorited content pieces have a future value that’s 21% times higher, on average, than those who have no favorited content at all.

The platform’s marketers used these insights to encourage subscribers to adopt the identified behaviors.

They did so by scheduling weekly recurring campaigns, such as:

To avoid having subscribers receive multiple different messages on the same day, as well as receive the same campaign in recurring weeks, the marketers utilized Optimove’s smart orchestration capabilities to:

· Set a prioritization framework for the different campaigns, based on the discovered insights. Since having multiple favorited content items resulted in the highest predicted future value, the marketers prioritized this campaign first.

· Set an exclusion framework so that no subscriber would receive a given campaign more than once every 30 days.

This approach resulted in the following automation flow:

By better understanding your subscribers, and transforming data to insights and then action, you can improve your overall business performance.

Stay tuned for the next parts in this series, where we will go over how to increase renewal rates with gamified campaigns.

Your can download here the full OTT platform use cases. Stay tuned for the second part.

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