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Optimizing Customer Lifetime Value in the Digital News Era: Strategies for Sustainable Revenue Models in Local Newspapers
Optimizing Customer Lifetime Value in the Digital News Era: Strategies for Sustainable Revenue Models in Local Newspapers
상세정보
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20250211150934
- ISBN
- 9798381977585
- DDC
- 658
- 저자명
- Zhou, Yayu.
- 서명/저자
- Optimizing Customer Lifetime Value in the Digital News Era: Strategies for Sustainable Revenue Models in Local Newspapers
- 발행사항
- [Sl] : Northwestern University, 2024
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2024
- 형태사항
- 293 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 85-10, Section: A.
- 주기사항
- Advisor: Malthouse, Edward C.
- 학위논문주기
- Thesis (Ph.D.)--Northwestern University, 2024.
- 초록/해제
- 요약This dissertation delves into the pressing challenge faced by local newspapers in the digital era: the urgent need to reinvent their business models to survive in a rapidly changing news consumption landscape. With traditional revenue streams like advertising in decline, this work explores sustainable revenue models centered on customer lifetime value (CLV) and customer equity (CE). It presents a comprehensive framework for enhancing these financial metrics, crucial for the long-term viability of news organizations.The central thesis revolves around the optimization of CLV and CE, key financial outcomes of interest to management. As customer retention plays an essential role in modeling CLV and CE, the first part of this dissertation focuses on factors influencing customer retention and willingness to pay (WTP). The research investigates subscribers' decisions to cancel subscriptions, examining their reading behaviors and engagement with digital content. Key aspects include content quality and type, user experience, ad interference, and additional touchpoints like newsletters. This study highlights the importance of regular engagement, content differentiation, and the strategic management of user experience for increasing WTP and reducing churn. One analysis explores mobile news delivery, particularly the impact of iPad adoption on subscriber retention, illustrated by the case of the Arkansas Democrat-Gazette. The study finds that mobile device integration significantly enhances CLV. Additionally, the role of syndicated content in digital journalism is reevaluated, suggesting its potential to engage less active subscribers and assist in content strategy development for smaller news organizations.The second part of this dissertation aims at CLV/CE forecasting and optimization through engagement. It presents a Markov chain model-based framework to optimize CLV and CE, incorporating various decision variables like acquisition, retention, and win-back. This model provides actionable insights for media companies to allocate resources for long-term growth strategically.The final part of this dissertation analyzes the role of advertising in digital media product consumption and addresses the challenge of balancing subscription-based and advertising revenues. It formulates CLV as a function of advertising amount, incorporating subscription fees, advertising experience, and ad marketplace characteristics. This chapter proposes a $3\imes3$ media-advertising framework, analyzes the trade-offs between subscription and advertising, and demonstrates how the quality of advertising experience and revenue potential in advertising marketplaces influence CLV contributions.In conclusion, this dissertation contributes to the understanding of how modern media companies can navigate the challenges posed by digital transformation. It provides strategic insights into managing customer relationships, optimizing revenue streams, and enhancing user engagement in the evolving media landscape. The final chapter outlines future research directions, indicating the ongoing nature of this critical field of study.
- 일반주제명
- Industrial engineering
- 일반주제명
- Journalism
- 일반주제명
- Sustainability
- 키워드
- Customer equity
- 기타저자
- Northwestern University Industrial Engineering and Management Sciences
- 기본자료저록
- Dissertations Abstracts International. 85-10A.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■006m o d
■007cr#unu||||||||
■020 ▼a9798381977585
■035 ▼a(MiAaPQ)AAI30990568
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a658
■1001 ▼aZhou, Yayu.▼0(orcid)0000-0002-3246-4278
■24510▼aOptimizing Customer Lifetime Value in the Digital News Era: Strategies for Sustainable Revenue Models in Local Newspapers
■260 ▼a[Sl]▼bNorthwestern University▼c2024
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2024
■300 ▼a293 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 85-10, Section: A.
■500 ▼aAdvisor: Malthouse, Edward C.
■5021 ▼aThesis (Ph.D.)--Northwestern University, 2024.
■520 ▼aThis dissertation delves into the pressing challenge faced by local newspapers in the digital era: the urgent need to reinvent their business models to survive in a rapidly changing news consumption landscape. With traditional revenue streams like advertising in decline, this work explores sustainable revenue models centered on customer lifetime value (CLV) and customer equity (CE). It presents a comprehensive framework for enhancing these financial metrics, crucial for the long-term viability of news organizations.The central thesis revolves around the optimization of CLV and CE, key financial outcomes of interest to management. As customer retention plays an essential role in modeling CLV and CE, the first part of this dissertation focuses on factors influencing customer retention and willingness to pay (WTP). The research investigates subscribers' decisions to cancel subscriptions, examining their reading behaviors and engagement with digital content. Key aspects include content quality and type, user experience, ad interference, and additional touchpoints like newsletters. This study highlights the importance of regular engagement, content differentiation, and the strategic management of user experience for increasing WTP and reducing churn. One analysis explores mobile news delivery, particularly the impact of iPad adoption on subscriber retention, illustrated by the case of the Arkansas Democrat-Gazette. The study finds that mobile device integration significantly enhances CLV. Additionally, the role of syndicated content in digital journalism is reevaluated, suggesting its potential to engage less active subscribers and assist in content strategy development for smaller news organizations.The second part of this dissertation aims at CLV/CE forecasting and optimization through engagement. It presents a Markov chain model-based framework to optimize CLV and CE, incorporating various decision variables like acquisition, retention, and win-back. This model provides actionable insights for media companies to allocate resources for long-term growth strategically.The final part of this dissertation analyzes the role of advertising in digital media product consumption and addresses the challenge of balancing subscription-based and advertising revenues. It formulates CLV as a function of advertising amount, incorporating subscription fees, advertising experience, and ad marketplace characteristics. This chapter proposes a $3\imes3$ media-advertising framework, analyzes the trade-offs between subscription and advertising, and demonstrates how the quality of advertising experience and revenue potential in advertising marketplaces influence CLV contributions.In conclusion, this dissertation contributes to the understanding of how modern media companies can navigate the challenges posed by digital transformation. It provides strategic insights into managing customer relationships, optimizing revenue streams, and enhancing user engagement in the evolving media landscape. The final chapter outlines future research directions, indicating the ongoing nature of this critical field of study.
■590 ▼aSchool code: 0163.
■650 4▼aIndustrial engineering
■650 4▼aJournalism
■650 4▼aSustainability
■653 ▼aWillingness to pay
■653 ▼aCustomer equity
■653 ▼aCustomer lifetime value
■653 ▼aStrategic management
■690 ▼a0546
■690 ▼a0640
■690 ▼a0454
■690 ▼a0391
■71020▼aNorthwestern University▼bIndustrial Engineering and Management Sciences.
■7730 ▼tDissertations Abstracts International▼g85-10A.
■790 ▼a0163
■791 ▼aPh.D.
■792 ▼a2024
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17160207▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
