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Machine learning boosted subscription sales.

IIH Nordic developed a machine learning model that could predict user behaviour and divide users into segments. These segments, combined with subscription status, are used to create audiences for display and search campaigns in Google Ads.

53% growth in subscription sales

18% increase in conversion rate

327 million predictions

The overall challenge

Bonnier faced an industry in decline. They needed to increase magazine subscriptions by improving conversion rates on their more than 100 content pages and reduce their CPO on digital advertising. However, CRM data was not available and data across sites was not consistent.

Our solution

IIH Nordic developed a machine learning model that made it possible to predict user behaviour and divide them into different segments. Users see different campaigns on the site according to their segment. These segments, combined with subscription status, are also used to create audiences for display and search campaigns in Google Ads.

Main results

53% growth in subscription sales via digital channels
18% increase in conversion rate
Placement of 33.3 million users in 5 different customer segments
327 million predictions make

“Successful efforts with web analytics and online marketing”

IIH’s insight and understanding of our web analytics and online marketing has really given us an important push in the right direction.

Astrid Zachariasson

Foss

Should we cooperate?

We would like to hear about your challenges and ambitions and have a chat about how we can take your digital marketing to new heights together.

We have helped national and international companies.

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