On the conversion side, propensity modelling looks at the behavior of the reader and feeds them appropriate content and offers so that the likeliness of subscription is maximized. For example, a reader who is found to be unlikely to convert by the model could be sent a personalized promotional email with an offer to entice them. On the other hand, customers who are likely to convert and don’t need further persuasion should be shown an effective paywall straight away so that they don’t fall at the last mile. Hence, propensity modeling acts as a tool to ascertain the most effective methods to grow your customer base, increase revenue and scale your subscription business
without decreasing your profit margin through unnecessary price cuts.