Comcast XfinityTV

LOS TRES AMIGOSAgata Dec

Jean-Paul BehrensRodrigo Domingues

Adobe Digital Analytics Competition

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Agenda

• Objectives and KPIs• Key Customer Segments• General Trends

Paths to ContentUser Experience

• RecommendationsMonetization

Key Objectives

Who is the target audience?– Subscribers of Comcast cable

(Authenticated Users)

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What are the key objectives?– Grow key customer segments– Promote engagement among users– Increase high-frequency returns– Improve cross-content consumption

TrafficVisitorsVisits

Traffic Sources

FrequencyReturn VisitsReturn Rate

High Frequency Return

Engagement with Content

Video Starts%of Video Completion

Time on Site

Other Variables Analyzed

Internal Search ResultsGrowth in Key

Customer Segments

4

Defining KPIs

Key Customer Segments

• TV ViewersUsers who watch full episodes of TV series

• Movie WatchersUsers who watch movies

• Tool UsersUsers who go to the website to use the DVR or remote tools

• Live StreamersUsers who primarily watch live streams

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Key Customer Segments

* Size of bubble represents size of segment

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Characteristics of Key Segments

TV ViewersMovie WatchersTool UsersLive Streamers

Return Rate

Onl

ine

Vide

o Co

nsum

ption

Key Trends Among Authenticated Viewers

• The number of authenticated visitors grew 31% from September 2011 to September 2012.

• The number of visits per visitors grew by 14%.

• On average, authenticated visitors spent 45% more time on page in September 2012 than they did a year before.

• The number of video starts increased by 63% between September 2011 and September 2012.

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The Most Utilized Paths to Content

MOVIES

MOVIE BROWSING

37.9%

MOVIE ENTITY PAGES22.13%

ENTER SITE DIRECTLY19.81%

HOMEPAGE12.21%

TV SHOWS

ENTER SITE DIRECTLY56.21%

TV ENTITY PAGES26.57%

HOMEPAGE10.6%

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• Paths to content are fairly straightforward and are not an obstacle to video consumption.

• Users generally need no more than 3-4 clicks to get to content.

Types of Referrers

83.44%

9.07%

4.39%2.81%0.28%

comcast.net

Typed/Bookmarked

Other Websites

Search Engines

Social Networks

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• Over 80 percent of traffic is generated from xfinity.comcast.net• Users from this source have the highest return rate, but… visitors originated from other sources are more engaged

Traffic Drivers vs. Performancexfinity.comcast.net

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xfinity.comcast.net Typed/Bookmarked Search Engines0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

6.25.2

1.9

Visits per Visitor

xfinity.comcast.net Typed/Bookmarked Search Engines0%

10%

20%

30%

40%

50%

60%

70%

80%

45%

70%

52%

Videos Completed in 75%+

Number of visitors from search is trending down• Branded keywords - generate majority of search traffic,

but have a lower online video consumption• Non-branded keywords (e.g. specific TV show titles) – high video

consumption, but XfinityTV does not appear high in SERP

SEO profile is not aligned with what users are looking for.• Most people search by non-branded keywords - XfinityTV

tends to rank low (below 2nd SERP) for those• The non-branded keyword related to top internal searches done by

authenticated users are not ranked among the first SERP

Traffic Drivers vs. PerformanceSEO/SEM

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Referrals from social media are virtually non-existent (0.28% of total)• Social media users rarely interact with content and

return to the site less often

Traffic Drivers vs. PerformanceOther Sources

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Direct-source consumers: • Use the site efficiently – shortest paths to content• Are more likely to be Comcast Entitled than any

other group• Watch video content more often than other groups

and have a high return frequency

Negative Impact of Video Errors

• Video Errors make users leave the site: of all visits that

received a video error message, only 3.48% started a video

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• Visitors that experienced video errors visit the site less often (2.16 visits/visitor) than those who didn’t (4.0 visits/visitor).

Authentication As a Consumption Barrier

• Of anonymous Likely Comcast subscribers in September 2012, 22.93% left the site right away when trying to watch a video that required authentication

• Only 13% signed in to watch entitled videos.

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Content Offering

• The most consumed genres of content are:

• Cross-genre consumption affects user engagement KPIs:– Visitors who start Comedy, Drama and Reality videos

come back about 90% more often than those who start

comedy videos only– They also have view more pages per visit

1. Drama 33%

2. Comedy22%

3. Reality 6%

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Recommendations

• Optimize video suggestions based on viewing history– Use Adobe Recommendations to encourage higher level of video

consumption by promoting cross-genre recommendations

– Use Adobe Test & Target to optimize website engagement with best performing layout iteration for customer segments

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320,700

Users Affected

4,247,400

Extra Videos

Watched

Recommendations

• Increase engagement among TV Viewers and Movie Watchers through a targeted and personalized email campaign– Promote optimized video suggestions to users on a monthly basis– If successful, apply the strategy to other Comcast subscribers

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969, 200

Users Affected

1,327,900

Extra Videos

Watched

Recommendations

• Improve SEO profile to rank higher in searches related to subscriber preferences– Focus on long-tail, title specific keywords – Put additional emphasis on shows that rank high in the website’s

internal searches

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126,400

Users Affected

173,200

Extra Videos

Watched

Recommendations

• Reduce video errors– Key element affecting user experience– It is impossible to eliminate errors completely, but even

a 20 percent decrease will have a significant impact

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322,400

Users Affected

1,289,500

Extra Videos

Watched

Recommendations

• Simplify the sign-in process to encourage content consumption– Test a light-box solution that allows users to sign-in without leaving

the site– Potential application of Facebook login

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210,800

Users Affected

288,800

Extra Videos

Watched

Moving the Needle

Implementing the proposed recommendations will:

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1,949,473 Users18% of all online XfinityTV users

Increase the User

Experience

7,326,686 Videos8% increase to total videos viewed

Generate More Video

Views

Monetization

By increasing online engagement among key customer segments, Comcast will be able to decrease churn rate.

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Now With Tres Amigos

Video Subscribers 22,000,000

Subscribers Lost Annually 770,000 693,000

Churn Rate 3.5% 3.15%

ARPU (month) $150.00

Money Lost Annually $1,386,000,000 $1,247,400,000

Subscribers Saved 77,000Revenue Saved $138,600,000

Thank You!

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