Modeling patterns of subscription propensity of online newspapers: The case of Público newspaper

Detalhes bibliográficos
Autor(a) principal: Velho, Maria Inês Ramos
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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spelling 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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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
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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