Challenge
A video content distribution company with its own streaming platform faced the problem of creating content that often failed to appeal to its audience. Despite the large number of materials published, many of them generated low engagement.
Action
- Data collection and analysis
The iPresso system tracked the history of browsing materials on the website, clicks on internal links, searches, and time spent on the website. - User segmentation
Based on the collected data, the system created detailed preference profiles for each user. These profiles included preferred genres, formats (long articles, short news items, videos, infographics), authors, and topics. The system also identified changes in the interests of individual user groups in real time. - Content creation process management
The company created dynamically changing content that was displayed depending on the segment and interests of the recipient. Preference data was used to create more precise promotional campaigns for new content, targeting the most interested recipients. - Marketing Automation campaigns
Emails with dynamically changing content tailored to their preferences were automatically sent to recipients.
Results
- User engagement increased by 14%, as measured by increased time spent on the platform, more articles opened, and more interactions (comments, shares).
- The number of premium subscriptions increased by 20% because users perceived the content as more valuable and tailored to their needs.
- Content production costs were reduced by 16% by focusing on high-potential materials.
