Case Study: a large U.S. publisher achieves audience segmentation and engagement growth with Mather Economics

Large U.S Publisher - Customer Case Study

Mather Economics worked with a large U.S. publisher that wanted to grow engagement, expand its core audience, and convert more users to paid subscriptions. The publisher also aimed to refine its content strategy so it would align more closely with its marketing efforts, using Listener™ data to better understand user behavior.

Mather Economics used Listener™ data and a proprietary clustering model based on Kmeans clustering and gradient descent to identify the best user segments, then presented the findings in easy-to-use infographics. The result was a singular view of user segments that helped the publisher refine email, ad server, and paywall targeting; the project launched in early September, though additional measurable results were still to come.