Engagement: New Approaches for Connecting with Your Users

Kevin CohnVice President of Operations

@AtyponPSP Seminar, New York11 October 2012

New Approaches for Connecting with Your Users

Engagement

• Content delivery and monetization solutions for publishers

• 13 million journal articles being hosted by Literatum

About Atypon

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Selected Clients3 Engagement: New Approaches for Connecting with Your Users

Engagement

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• Know who the user is

• Know what the user is interested in

• Use this knowledge to target content to each user

What Does It Mean?

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A Lack of Targeting

Paid Content User Targeting

Scientific &Scholarly

Yes No

Consumer &Trade

No Yes

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Today: < 1%

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Goal: 25%

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• Incentivize users to register

• Lower the registration barrier

• Keep users logged in

• Target content to users

Engagement in 4 Steps

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• Free to registered users only

• Require registration to access enhanced content

• Metered model

Incentivize Users to Register

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51M denials in 2011

Atypon-Hosted Publishers

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• 1Q10: Launched

The New York Times

• 2Q11: 224,000 paid digital subs

• 2Q12: 509,000 paid digital subs

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• Ask for less information on your registration form

• Allow users to register using social network accounts

Lower the Registration Barrier

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• “Remember me”

• Social network accounts are “always on”

• “Secure key” authentication

Keep Users Logged In

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• You’ve created reasons to register

• You’ve made it easier to register

• Users are registering

• You’re keeping users logged in

Engagement in 4 Steps

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Target Content

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• Binary: a document is either about a topic (100%) or it is not (0%)

• Hierarchical: a document is about a topic and all of its parents

Taxonomies

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• Better related search and content-based recommendations

• Search results clustering (“more results like this”)

Applications

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• Better networking and user-based recommendations

• Search results ordered by relevancy to each user

Applications

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• “Research Intent”

• Apply different weightings to different rolling periods

Tuning

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• Know who the user is and what the user is interested in

• Use probabilistic enrichment to target content to each user

Summary

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Kevin CohnVice President of Operations

@AtyponKCohn@Atypon.com

Thank You