Boston Globe

Subscriber Conversion

AC297r: Capstone Project

The typical cyber-life of a BostonGlobe user starts with anonymous visits- from casually visiting the site, to ultimately becoming a subscriber. The Boston Globe would like to understand the idiosyncrasies and patterns of a subscriber and use that knowledge to increase subscriptions conversion rates.

Our work resulted in a tenfold improvement in the subscriber detection rate: going from 1 out of 3,200 down to 1 out of 300. Using this new group, Boston Globe can devise different marketing tests such as offering inducements to targeted users (>80% probability) to increase the subscription conversion rate.