How can Online Publishers harness the power of Artificial Intelligence to engage increasingly diverse audiences across geographies, personally?

1. 7 Steps for Publishers to Get
Started with AI

2. In the old days of publishing, your competitive advantage was based upon a mix
of the great stories you produced and the distribution system you established.
The old distribution model was cost-intensive - trucks, paper stands, delivery
teams, etc.

3. Today, it’s all about the content - how relevant is it to your audience? Are you able to engage
your audience and keep them coming back?

4. UpOut’s Challenge
● UpOut is an event guide and membership program for adventurous locals.
● Each month, members get complimentary tickets to over 200 events and access to sold-out shows.

5. ● Wanted to send personalized emails to individual users - at scale.
● Segmentation alone couldn’t power this level of automation
● Curating content and sending out manual campaigns was too time
consuming as market expanded.
● Found that AI was a really good fit to help scale the business and save
time + money

6. What is AI?

7. Not like this

8. It’s about creating more meaningful interactions, to have empathy for our
customers as human beings.
More
like
this

9. AI takes the guesswork out of
marketing decisions

10. 7 Steps for Getting Started

11. Step 1: Clarify your objectives for AI
Lift in onsite sessions / month
Lift in page views / month
Higher open rates
Higher click rates
Increase in conversions

12. Step 2: Start collecting data about your
users

13. Step 3: Engage with the right audience

14. ● Half a million users
● Machine Learning to classify interests, locality, optimal
timings for newsletters.
● People who love music, wine, theater
● Recommendations for content similar to what they like.
● 560K Users Segmented
UpOut’s Results

15. Step 4: Get your content right
Ensure each individual message is focused on their interests.
Locality
Blog Event
Timing
Insiders Sponsored
Content

16. Step 5: Get your timing right
Deliver your message at the time your users are mostly likely
to interact.

17. Step 6: Communicate on
the right Channel
Make sure your users get the right content on the right
delivery channel.

18. Step 7: Create a virtuous cycle of
engagement
Deliver great content
...to the right audience
...in the right channel
...at the right time
Use insights to learn
customer interests,
behaviors & habits

19. Avoid Doing This

20. It’s not just about acquisition
Don’t forget about retention

22. UpOut results: 3X lift in CTR

23. The 7 Steps to Getting Started with AI
1. Clarify your objectives for AI
2. Start understanding your users by gathering data about
their behavior and interests
3. Use machine learning to determine who to engage with
4. Figure out what content to send to users
5. Get your timing right
6. Communicate on the right channel
7. Use insights to create a virtuous cycle of engagement

24. Want to learn more about
Boomtrain? Get in touch:
hello@boomtrain.com