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How data can be used to optimise subscriber retention


The squeeze on household incomes is having a significant impact on subscriber retention and churn. Keeping customers is the number one priority. So, how can you tell which customers might leave? How should you use your data to personalise retention strategies? Can you get better insight from your data to react quickly to changing behaviour?

Join our expert panellists, linked by webcams, to see which strategies you can apply to increase retention and cut churn in this difficult economic environment.

Panellists (via webcam): Claire Overstall, SVP, Global Head of Customer at The Economist, Abi Spooner, former Customer Strategy Officer at Dennis Publishing and Shailesh Mallya, co-founder and CTO at Acrotrend. The webinar will be moderated by James Evelegh, editor of InPublishing (see full biogs below).

What will be discussed:

  • Using data to understand the reasons behind churn.
  • Organising data to spot (and predict) changing customer behaviours.
  • The role of data in the end-to-end journey in subscriber retention.
  • Segmenting subscribers to quickly personalise journeys and prevent churn.
  • Making tech and data work together to deliver better insight.

Who should attend

Publishing directors, editors and senior executives at publishing companies responsible for subscriber retention, acquisition and the customer journey.

This webinar was broadcast on 2.30-3.15pm (GMT), Tuesday 6 December 2022

Panellists: Claire Overstall, Shailesh Mallya and Abi Spooner

Claire Overstall (top left) is SVP, Global Head of Customer at The Economist, responsible for subscriber engagement, retention, customer service and operations. Prior to joining The Economist in 2019, she held a number of positions at The Telegraph, creating their first retention team and strategy, as well as helping to launch the new subscription model (Premium) in 2016.

Shailesh Mallya (top right) is Co-Founder and CTO at Acrotrend. Shailesh has more than 18 years’ experience in customer data and analytics. He has been working with global media companies to help drive their business objectives pertaining to data and analytics with the help of technology. Prior to Acrotrend, he worked with Deloitte and Accenture on global data and analytics programmes across different sectors.

Abi Spooner (bottom right) is Strategy Partner at Atlas, a consultancy. Previously, she was Customer Strategy Officer at Dennis and Future, and Chief Customer Officer at Dennis. Abi created profitable customer-first strategies to drive acquisition, efficiency and yield across The Week globally and launched and grew The Week Junior UK and US brands. Abi is a data storyteller, making complex analysis accessible and understood from the board room to the marketing teams and wider business, and is expert in defining KPIs and creating analysis to inform real world decision-making.

Moderator: James Evelegh

James Evelegh (pictured bottom left) has worked in magazine publishing since 1989, and has been the editor and publisher of InPublishing since it launched in 2003. He began his career with Trinity Publishing (now DMG) and was then group circulation manager at Centaur Communications from 1994 to 1996. From 1996 to 2003, he worked as a circulation consultant to a wide range of companies including Guardian Media Group, FT Business, Euromoney, WH Smith News and Wilmington.

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