Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/150750 |
Resumo: | Internship Report presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM |
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Modeling patterns of subscription propensity of online newspapers: The case of Público newspaperSubscribersNewspaperPropensity modelsMarket Basket AnalysisEventsConversion RateInternship Report presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThis report describes developing a propensity model to subscribe to a Portuguese newspaper named Público. To develop it, the subscribers' behavior 30 days before subscribing was analyzed. Thus, Público could interact with the readers that present the same pattern as the ones that have already subscribed. The need for the development of these types of models is increasing, especially in the newspaper industry. The Digital Age has brought new challenges, one of which is adapting the subscription business model. This model forces newspapers to meet the needs of consumers by encouraging them to subscribe to an online newspaper. In this way, they are crucial for successfully implementing paywalls and increasing subscriptions. The chosen method to develop the model was Market Basket Analysis. This method was chosen due to its simplicity in adapting the business. The purpose was to find associations between the items that customers bought together. In this case, the aim is to find patterns in events performed together and see their association. After obtaining the patterns was conducted an A/B test with the control of two experimental groups. The experiment groups implemented two web pushes to incentive readers to subscribe. Although the probabilities of the Market Basket Analysis metrics are low due to the high number of different types of events, it was possible to find some interesting association rules. With these, an A/B test was conducted with a control group and two experimental groups, and it was concluded that one of these last two had an above average conversion rate. Thus, this project showed to be a possible and initial strategy to study and obtain patterns of customer behavior and mostly a possible strategy to overcome the challenges of the paywall implementation.Rita, Paulo Miguel Rasquinho FerreiraAntónio, Nuno Miguel da ConceiçãoRUNVelho, Maria Inês Ramos2023-01-272026-01-27T00:00:00Z2023-01-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150750TID:203247582enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:33:08Zoai:run.unl.pt:10362/150750Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:54:18.451622Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
title |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
spellingShingle |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper Velho, Maria Inês Ramos Subscribers Newspaper Propensity models Market Basket Analysis Events Conversion Rate |
title_short |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
title_full |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
title_fullStr |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
title_full_unstemmed |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
title_sort |
Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper |
author |
Velho, Maria Inês Ramos |
author_facet |
Velho, Maria Inês Ramos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rita, Paulo Miguel Rasquinho Ferreira António, Nuno Miguel da Conceição RUN |
dc.contributor.author.fl_str_mv |
Velho, Maria Inês Ramos |
dc.subject.por.fl_str_mv |
Subscribers Newspaper Propensity models Market Basket Analysis Events Conversion Rate |
topic |
Subscribers Newspaper Propensity models Market Basket Analysis Events Conversion Rate |
description |
Internship Report presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-01-27 2023-01-27T00:00:00Z 2026-01-27T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/150750 TID:203247582 |
url |
http://hdl.handle.net/10362/150750 |
identifier_str_mv |
TID:203247582 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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