7 Steps for Publishers to Get Started with AI

In the old days of publishing, your competitive advantage was based upon a mix of the great stories you produced and the distribution system you established. The old distribution model was cost-intensive - trucks, paper stands, delivery teams, etc.

Today, it’s all about the content - how relevant is it to your audience? Are you able to engage your audience and keep them coming back?

UpOut’s Challenge

● UpOut is an event guide and membership program for adventurous locals. ● Each month, members get complimentary tickets to over 200 events and access to sold-out shows.

● Wanted to send personalized emails to individual users - at scale.

● Segmentation alone couldn’t power this level of automation

● Curating content and sending out manual campaigns was too time consuming as market expanded.

● Found that AI was a really good fit to help scale the business and save time + money

What is AI?

Not like this

It’s about creating more meaningful interactions, to have empathy for our customers as human beings.

More like this

AI takes the guesswork out of marketing decisions

7 Steps for Getting Started

Step 1: Clarify your objectives for AI

Lift in onsite sessions / month

Lift in page views / month

Higher open rates

Higher click rates

Increase in conversions

Step 2: Start collecting data about your users

Step 3: Engage with the right audience

● Half a million users

● Machine Learning to classify interests, locality, optimal timings for newsletters.

● People who love music, wine, theater

● Recommendations for content similar to what they like.

● 560K Users Segmented

UpOut’s Results

Step 4: Get your content right

Ensure each individual message is focused on their interests.

Locality

Blog Event Timing

Insiders Sponsored Content

Step 5: Get your timing right

Deliver your message at the time your users are mostly likely to interact.

Step 6: Communicate on the right Channel

Make sure your users get the right content on the right delivery channel.

Step 7: Create a virtuous cycle of engagement

Deliver great content...to the right audience...in the right channel...at the right time

Use insights to learn customer interests, behaviors & habits

Avoid Doing This

It’s not just about acquisition

Don’t forget about retention

UpOut results: 3X lift in CTR

The 7 Steps to Getting Started with AI

1. Clarify your objectives for AI

2. Start understanding your users by gathering data about their behavior and interests

3. Use machine learning to determine who to engage with

4. Figure out what content to send to users

5. Get your timing right

6. Communicate on the right channel

7. Use insights to create a virtuous cycle of engagement

Want to learn more about Boomtrain? Get in touch:

hello@boomtrain.com