Case Study: Gannett boosts subscriptions and reduces churn with Adswerve

Gannett boosts digital subscriptions and retention with Adswerve

Gannett, one of the largest publishers of locally based media in the United States, partnered with Adswerve to better understand audience behavior. Their challenge was to increase digital memberships, decrease churn, and build a content recommendation engine using BigQuery as their marketing data warehouse for machine learning insights.

Adswerve implemented a solution involving data preparation, propensity modeling, churn modeling, and content recommendations. This provided Gannett with the ability to use propensity scoring to increase subscriptions, retain users at risk of unsubscribing, and create targeted content that converts. The project established a solid foundation for Gannett to build and leverage audiences across the Google Marketing Platform and develop new content personalization offerings.

Gannett