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.

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

“Consultancy paves the way for the optimal analytics setup”

It was IIH’s understanding of the possibilities of web analytics tools, as well as their impartial advice, that was the deciding factor in our choice of the right web tool.