Lightbox is a New Zealand-based company with big competition, so ensuring strategic content purchase decisions and remaining customer centric is crucial to their success.

Following an internal review, Lightbox engaged with data specialist Qrious to garner deeper insights into customer viewing behaviour. They wanted to understand what they needed to master to remain competitive for customer viewing time, and furthermore, how to sustain competitiveness.

The specialised data expertise of Qrious allowed not only a fresh perspective on existing data but the ability to consolidate and overlay data from a number of different sources.

Lightbox and Qrious identified the first challenge as one that is faced by many organisations – to consolidate all data sources across the business into a central data warehouse. Secondly, it was imperative to develop a segmentation that would incorporate the audience’s taste groups based on the type of shows that Lightbox offers and also understand how customers are engaging with the content.

Moving to the Cloud

AWS Redshift was implemented as the data storage facility. This provided the opportunity to bring three separate data storage systems into one centralised location.

Viewer behaviour mapping

To understand why some customers became inactive and ceased viewing, Qrious specialists took a less traditional view on churn propensity modelling and mapped what “good” viewer behaviour looked like. This then became the benchmark for all subscriber activity. Any behaviour variation from this ideal standard was highlighted to be addressed.

Data modelling

Two models were developed. The first was a Recency Frequency Monetary (RFM) model to understand how customers are using Lightbox, how they are engaging and how often.

The second was a taste segmentation model which was developed to understand subscriber content preferences. Four taste segments were then developed and provided in a report to categorise the subscribers based on the content they are watching.

The two models can work in combination to give an overall powerful understanding of what customers are watching, when and how.