Data prediction models and enhanced personalisation converts readership
- South China Morning Post creates seamless experiences on its platforms with highly personalised user journeys driven by predictive analytics.
- Curating content with prediction models based on reader personas consistently engage a diverse range of audiences.
Written by: Romain Rouquier, Vice President of Data, SCMP
In 2016, we pivoted to serving a worldwide audience with comprehensive and insightful China coverage — and the majority of our readership is now based overseas. Today, SCMP is the platform of choice for informed discourse on China and its impact on the world.
To meet the needs of our diverse global readership, we’ve taken a data-first approach to designing our user experience.
Creating a seamless experience for anyone that comes to the Post is essential. Personalisation helps us gain a better understanding of our readers, who come from a variety of backgrounds and seek out our content for different reasons. Prediction models ensure we can do this consistently.
Curation and engagement are vital to our platform. We realised we needed to declutter the user experience and streamline the call to action so that we could put content — the key driver for conversion — front and centre. We extensively studied ways to leverage data so we could create better user journeys on our platform, and we have learned a lot through our digital transformation.
