Skip to content

Powering Subscriber Acquisition

Decker, along with Jordan Brown, Director, Content Marketing, UFC, presented a session at the show, “Leveraging AI to Power Subscriber Acquisition.” By leveraging machine learning and AI technology, content rights holders and brands now have the ability to not only zoom into individual behaviors of their direct-to-consumer audiences, but predict who is the most likely to stream, what they are most likely to stream, or who is the most or least likely to churn. The session further looked into how Endeavor Streaming has partnered with the UFC to use AI in order create more efficient and effective marketing audiences.

Endeavor Streaming is the technology provider that powers some of the largest streaming services across sports and entertainment. On the audience development side, you use a variety of different ways across growth marketing services, analytic services and predictive modeling.

“The streaming industry is chaotic at this point, with all the different changes in the landscape, especially in the sports industry. That’s where we’re heavily involved,” says Decker. “All of these different sports leagues, teams, federations, are making streaming a foundational part of their media strategy. It’s a lot easier said than done and they are doing it in a variety of different ways. Some of them are using companion streaming apps or membership models. And then some are taking their premier content pieces and putting them on their own streaming services or licensing them to other streaming services. The sports market is insanely saturated and driving up CPA’s, increasing churn.”

Can you tell us about the data science initiatives that you undertook in working with the UFC?

Decker explains, “Endeavor Streaming and UFC have been partners on their OTT platform for five or so years. We have an abundance of data that we can look at and evaluate—who are our best subscribers and who are our churners? That seems all relatively straightforward, diving into advanced analytics if you have a substantial amount of data. But we got in a room with our data scientists, and we were just kind of evaluating all the different metrics that we had. Our churners all have these characteristics in common, and the people that view content have these characteristics in common. It’s great to know who your churners, streamers and best customers are, but it would be a lot better if we could predict who’s going to churn. That can inform our marketing and messaging as we start to think about growth and retention. That’s how we can use AI or machine learning. What are some of the new advanced things that we can do in terms of predictions and building these predictive models?”

That collaboration between the business and data science is abundant in coverage here at the Media Insights Conference. We all seem to be talking about it. There are varying levels of success. But what about the human dynamics?

“Essentially, we were looking for ways to collaborate with these data scientists,” he says. “Their solution was to have a more forward-looking approach, more foresight into all this churn that is being experienced within the industry. Let’s try and figure out a way that we can build some predictions—who’s going to churn and who’s not going to churn. It seems straightforward, but there’s a ton of complex dynamics at play when you’re trying to build predictive models. That partnership has been the foundation of what we’ve built on these predictive models. Here’s all the people that we’re predicting are going to churn or who are not going to churn. But then, how do we actually apply this to our main goal, which is to scale the business. The application side is where the model outputs turn and get transitioned to a different set of hands. What action points have been taken?”

Decker continues, “If we take propensity to churn for UFC Fight Pass, we are now getting outputs of all the users that we can make predictions for. Those outputs are classified into different segments—people that are highly likely to churn, medium likely to churn, and unlikely to churn. That should inform the way that we’re communicating to these people. We’ve set up connections from our back end where we receive these models and segment them where we can push them directly to UFC, fight passes, third party forms. We’re building different marketing campaigns. We’ve built out segments that are focused on targeting lookalikes from the best customers who are highly likely to stream and low likely to churn. When we tested that in six different markets, the best performing audience was built off the machine learning data. We saw anywhere from 20% to 40% CPA reduction. The cumulative CPA decreased by 19% during that time. It’s obvious that informed audience creation based off these models is extremely beneficial.”

“Ultimately, we’re just starting to scratch the surface,” says Decker. “AI is a very scary term to a lot of people. But it’s really accessible to people in our industry. Based off a lot of conversations that we’ve had so far here today, people are really starting to get behind all the different power and the different tools that data science and advanced analytics can bring in terms of machine learning.”

Watch the complete video from the Media Insights & Engagement Conference as Seth Adler and Beau Decker discuss reengaging churn customers, targeting the “middle” consumer group, sports world partnerships and more.

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts
  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

Related Content

 
 

More Related Content

A surface of cubes with a variety of rising cubes, one stands out in a different color.
artificial intelligence

Leveraging AI in B2B Respondent Insights

In the B2B marketing landscape, artificial intelligence has shown great potential. It is becoming an essential and advantageous tool, a tool which no…

metaverse, woman with virtual reality headset
media insights

Developing Immersive Content Opportunities

All Things Insights’ Seth Adler had the opportunity to chat with Shenaika Davis, Customer Insights Content Producer at Meta, at the recent Media Insig…

playing the Jenga block game
media insights

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

interior design on mobile phone
consumer trends

Focusing On an Augmented Reality Strategy

Augmented Reality is here. But are consumers and advertisers embracing it with open arms? Aarti Bhaskaran, Global Head of Ad Research & Insights at Sn…

Gold bars
business value

Determining the Value of Business Content

Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, gave a presentation at the Media Insights & Engagement Conference, ca…

media insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

data science

Plugging into the Future With AI

TMRE@Home is going to be held virtually this year from April 30 to May 2, 2024, and it will feature several educational tracks for insights and market…

insights and AI

Operationalizing a Hybrid Approach to AI

In “Insights + AI: Operationalizing A Hybrid Approach,” Christina Speck, Vice President, Corporate Strategy & Commercial Product, Blue Cross & Blue Sh…

data science

Finding the Right Machine Learning Formula

In “Machine Learning: Optimizing Ad Campaigns,” Michael Bagalman, Vice President, Business Intelligence and Data Science, STARZ, explored machine lear…

media insights

Exploring User Community Perceptions of AI

Max Wartel, Director of Consumer Insights, Fandom, held an AI-related session at TMRE, which focused on the perceptions of AI in a user-generated comm…

foresights

Leading Insights Through Change

Elizabeth Oates, Vice President, Consumer Insights, Ulta Beauty, spoke at TMRE at two sessions: “Leading High-Performance Insights Teams Through Chang…

media insights

Getting Social to Measure User Engagement

Social media is changing in sometimes complex ways as featured content generated by users in a private capacity has often been supplemented and perhap…

sports streaming

Betting on Sports Consumer Engagement

In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content st…

marketing insights

Piecing Together the Attribution Puzzle

During the “Beyond Media Measurement” session of the Road to TMRE Gathering, Seth Adler discussed “Attribution” with guests Doug Healy, Senior Directo…

media measurement

Unlocking Blockchain for the Enterprise System

During the “Beyond Media Measurement” session of the Road to TMRE Gathering, Seth Adler discussed “Building Trust In The Media Ecosystem: What We’ve L…

media insights

Taking New Approaches to Attention Metrics

All Things Insights recently held the Road to TMRE virtual Gathering, featuring three days packed with informative presentations to get insights profe…

consumer insights

Winning the Future of Fandom

All Things Insights’ Seth Adler recently connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at this y…

DIY insights

Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler and Tr…

omnichannel

Building Insights for the Home Consumer

All Things Insights’ Seth Adler recently caught up with Daniella Tsoncheva, Director Consumer Insights, The Home Depot. The retail market over the las…

data science

Unifying Data Analytics and Insights

To be human or not to be human? That is a relevant question in today’s technology-driven society, and one we posed when thinking about unifying data a…

actionable insights

Elusive Insights

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

social media

Attention Metrics: User Engagement

All Things Insights’ Seth Adler caught up with Aarti Bhaskaran, Global Head of Ad Research & Insights, Snap Inc., at the Media Insights & Engagement C…

changing consumer

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer insights

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

consumer insights

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other so…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

media insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

media insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few d…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

media insights

2023 Outlook

Known uncertainty. We enter 2023 with some of the most known uncertainty of our lives. Going into 2019- certainty. Going into 2020- certainty-albeit m…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

media insights

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

streaming services

Streaming Insights

As 2022 continues, Chris Whitely, Senior Director of Product Management at Comcast, says that the big subscription-based streaming services have seen…

insights

20 Quotes On Risk, Truth, Wealth And More

Dan Runcie, Founder, Trapital sat down with Percy ‘Master P’ Miller at the most recent TMRE. The discussion focused on how Miller’s background provide…

media insights

Measurement, Currency and Attribution

Keeping pace with innovation is always a challenge. The Media industry not only has to keep pace with that innovation, many players have offerings tha…

business insights

A Contemporary Insights Organization

We are in the process of experiencing the second paradigm shift of human behavior in just a three year period. For a prepared organization, this is a…