How Tatvic helped TOI+ to increase their subscriptions from the prime story readers
25%
Increase in TOI+ subscriptions from Prime story readers
About Client
The Times of India is an Indian English-language daily newspaper and digital news media owned and managed by The Times Group. It is the fourth-largest newspaper in India by circulation and largest selling English-language daily in the world. TOI+, a digital publication under the Times of India umbrella delivers well-researched and in-depth news and analysis
Business Challenge
TOI wanted to increase TOI+ subscriptions driven by Prime articles. Fragmented web and app data, inconsistent article identifiers, and duplicate users made it difficult to accurately measure which articles were driving subscriptions.
Business Impact
Tatvic unified web and app data using MSID as the common article identifier and built an automated article-level performance report using Google Analytics and BigQuery. This enabled TOI to optimize its content strategy and contributed to a 25% increase in subscriptions from Prime stories between July and September 2021.
“The Prime article performance dashboard helped us improve the stories we published for TOI+, resulting in a 25% increase in conversions from stories between July ’21 and September ’21. We really appreciate the Tatvic team’s efforts.”
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