See also:
Cxense Conversion Engine (CCE) - Our All-in-One Personalization Solution
Cxense Conversion Engine is a machine learning-powered solution for dynamic paywalls and personalized customer journey that helps you create personalized experience for the audience of your website to build an engaged, loyal audience.
The Cxense Conversion Engine helps publishers turn audience insight into revenue: based on real-time data on behavioral, contextual and user preferences, the Cxense Conversion Engine enables publishers to create a truly personalized user experience that can make the difference between a casual regular reader and an engaged subscriber. In Cxense Conversion Engine, we integrated campaign management, dynamic paywall, personalized content recommendations, personalized messaging, machine learning-powered solution for dynamic paywalls and personalized customer journey, and A/B testing into a All-in-One easy-to-use solution tailored to business and newsroom users’ needs.
Example of Use Cases
Dynamic Paywall
A machine learning-powered propensity model ensures that the right content, promotions, and offers are shown to the right reader at the right time. You can replace your static paywalls with flexible or “dynamic” one that are personalized in terms of timing, context, and offer. With a dynamic paywall based on the Cxense Conversion Engine you can open up or lock down content automatically and in real-time according to a reader’s likelihood to subscribe - and the paywall rules can easily be overridden and managed manually by a business or newsroom user if needed.
Want to automatically remind your subscribers that their credit card details soon expire? Or open up the paywall to readers from abroad temporarily to create interest and drive traffic volume? With the Cxense Conversion Engine those that know their audience best can set this up in minutes without losing valuable time between decision making and execution.
In a few easy steps you can adjust flexible content access and paywall behavior for different audience groups. As a consequence, a reader with a low likelihood to subscribe will see more ad-financed content instead of a subscription offer whereas someone with high subscription propensity will see the paywall more quickly.
In addition, the Cxense Conversion Engine offers sophisticated A/B testing capabilities that allow publishers to test and optimize campaigns to make sure each reader gets the right experience at the right time
User Engagement and Loyalty
Publishers with a non-dynamic paywall often rely solely on their content for subscription conversion, applying a one-size-fits-all approach. However, to build engagement and loyalty, readers must be exposed to content and offers that are relevant to them. There are important capabilities, such as personalized messaging, convenience, and the publisher’s ability to create a feeling of membership, that will influence a reader’s decision to become a long-term subscriber.
The Cxense Conversion Engine allows you to take all these factors into account and create a fully personalized customer journey. Spark interest for flyby readers by engaging them with popular content that matches their interest. Divide regular readers into groups according to their propensity to subscribe and convert them with a dynamic paywall. Retain your high-value subscribers by making them feel appreciated through personalized offers and messages.
As the fully integrated for the personalized customer journey, the Cxense Conversion Engine helps publishers sharpen their brand and deliver their value proposition to readers in a consistent way, turning anonymous readers into subscribers and subscribers into high-value customers
For the Technical Reader
The Cxense Conversion Engine consists of 3 core components that with data fueled by the Cxense Data Platform:
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A campaign management GUI that allows for:
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Campaign setup that can be done by business users
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Creative Management - the presentation layer where you can easily style and preview each individual campaign
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Custom real-time reports that are specific to the type of your campaign (for now paywall focused and A/B tests)
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Cx.cce.js: A client-side javascript library that understands these campaigns and adds a lot of functionality on top of cx.js to make deployments easy
Everything in CCE is set up as a "campaign set". A campaign set utilizes the same client side delivery mechanism as the "widgets" in Cxense Content terminology. The GUI constructs the content config in a specific way with branches, reporting nodes and uses all the targeting criteria Content supports, attaching a template and style object to it.
For the technical details of the CCE setup, please refer to Technical Deployment.
To learn more about creating and managing campaign sets, see Managing Campaigns in CCE and Create Campaigns.