“But we really needed someone to give us insights about why people subscribe and how to retain them,” says Frons. “Before they pick up the phone and say ‘I want to cancel,’ you could predict by the patterns of their behavior, like not logging in as much, that they might do that.”
The Times’ effort is still relatively modest in scope, at least compared with those of the largest Web companies. (…)
What’s notable is how traditional media organizations are catching up.
Antonio Regalado: Unsubscribing? The New York Times Wants to Predict That.