CASE STUDY
           How Acrotrend helped The Economist to 
           increase the Customer Lifetime Value of 
           their subscribers
           The Economist Group is the leading source of analysis on international 
           business and world affairs. Based in London and serving a global 
           readership and client base, the group’s flagship businesses include The 
           Economist newspaper and website, and research and analysis division,                        The Economist is read 
           The Economist Intelligence Unit.                                                            by more of the world’s 
           The Economist’s Objectives                                                                  political and business 
                                                                                                       leaders than any other 
           The Economist envisions to design and deliver a digital                                     magazine and has 
           customer experience, that is as excellent as their content                                  a circulation of just 
           and deserving of their brand.                                                               under 1.7 million. 
           This required a simple but rapid technological approach to building 
           completely new capabilities for customer experience, retention, 
           acquisition and tracking business performance. The Economist also 
           wanted ownership of their customer data and processes to have the                   Acrotrend's Offering for 
           flexibility and agility to configure the platforms and offer personalised           Subscription Business
           experiences to the end customers.
          Solution                                                                                  About Acrotrend
          In early 2020, The Economist embarked on an ambitious customer                            We are a Financial Times 
          experience program called Future Customer Experience (FCX) to enable                      listed Data Analytics 
          their digital transformation. The FCX platform, is underpinned by a global                consultancy that help 
          data and analytics platform, that would help:                                             content-based subscription 
             Measure KPIs across finance, marketing, customer service and                           businesses increase their 
          •                                                                                         customer lifetime value. 
            product divisions                                                                       We support our clients in 
             Enhance customer engagement across digital products
          •                                                                                         exceeding their objectives 
             Enable The Economist to grow customer lifetime value, and enhance 
          •                                                                                         by delivering customer data 
            Renewal rates and the Average Revenue per Subscriber (ARPS)
                                                                                                    platforms and using data 
          The Economist partnered with Acrotrend to bring their vision to reality.                  science to make data driven 
                                                                                                    decisions to acquire, serve 
                                                                                                    and retain customers.  Thus, 
          Using their DEPTH methodology, Acrotrend delivered a                                      improving the customer 
          customer data and analytics platform from scratch that                                    experience and ultimately 
          included transactional and behavioural data, in just                                      increasing the customer 
          under four months.                                                                        lifetime value.
                                                                                                    Established in 2007, we have 
          The robust architecture included a global data platform on Snowflake to                   successfully delivered over 
          enable rapid deployment and integration of data from 10+ data sources                     250 engagements in several 
          (having 1+ trillion data points), which included, Salesforce Service and                  industry verticals including 
          Marketing Cloud, Zuora, Google Analytics, Adobe, Snowplow, Drupal and                     high-profile clients such as 
          Content Store.                                                                            The Economist, Informa, 
          Outcomes                                                                                  Reed Exhibitions, Gilead 
                                                                                                    Sciences, Disney, BNP Paribas, 
          Acrotrend established capabilities for The Economist which enabled them to:               GlaxoSmithKline, Nuffield 
                                                                                                    Health, Groupe Atlantic and 
             Define and standardise strategic and operational KPIs                                  Cancer Research UK. 
          •
             Dynamic customer segmentation for contextual needs of retention, 
          •
            engagement, and acquisition across various teams
             Embedding insights directly into customer facing systems and  
          •
            platforms to personalise and improve experience on content websites, 
            and increase retention
             Insights on funnel progression and friction-points and channel 
          •
            attribution for their acquisition, abandonment and Renewals
                                Solution powered by:                                                Acrotrend's Offering 
                                                                                                    for Subscription 
                                                                                                    Business