Data-Driven Transformation for UK Media Publisher — Delivered £6M, Boosted Retention & Marketing ROI

Industry: Media, Publishing

Client

A leading UK-based media and publishing company.

Goal

To leverage advanced data science capabilities for optimizing marketing and editorial strategies, enhancing customer engagement, and strengthening overall business performance in a highly competitive media landscape.

Challenges

  • Developing data-driven strategies that could effectively support marketing, commercial, and editorial teams.
  • Improving marketing attribution to better measure campaign effectiveness and optimize spend.
  • Reducing customer churn by leveraging predictive analytics to understand reader behavior and retention drivers.
  • Increasing revenue streams through actionable insights derived from advanced data analysis.

Solution

Directed a cross-location data science team in London and Bangalore to deliver advanced analytics initiatives.

Built churn analysis and customer preference models to improve retention strategies.

Developed article popularity prediction models to guide editorial decision-making.

Designed and implemented attribution models to optimize marketing spend allocation and forecast customer behavior.

Created recommendation engines to enhance personalization and user engagement on digital platforms.

Delivered actionable strategic insights that improved the marketing lifecycle and supported revenue growth.

Impact:

Delivered £6M in additional revenue through optimized marketing strategies and precise customer targeting.

Improved customer retention by deploying churn prediction models and personalized recommendation systems.

Strengthened editorial decision-making with predictive insights, driving higher engagement and readership.

Enhanced overall marketing ROI by aligning spend allocation with accurate attribution models.

Elevated user experience on digital platforms through tailored content and personalization.

Positioned the business to adopt a more data-driven culture, supporting long-term growth and innovation.

*Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.