More Subscriptions by Breaking Down Silos

In almost every conversation, presentation or expert article involving or written by digital publishers, the topic comes up: how crucial effective collaboration between different departments is for overall success.

The natural adversary here is a condition known as “silos”. Meaning isolated teams or systems that don’t (or can’t) communicate with each other. Such a situation is particularly detrimental to the goal of acquiring digital subscriptions. The same applies to registrations or one-off purchases.
That’s why Upscore is designed as a platform where silos cannot emerge at the data or technical level. All data is available to every team at any time via easy-to-understand dashboards and reports.

The Upscore Paywall allows the audience team to track paywall clicks and actual subscription sign-ups, purchases, or registrations in real time. Campaign management, paywall designs, and offers can be optimised immediately or put through an A/B test.

And at Upscore, we make precisely this data available to editorial teams. Our Editorial Analytics show in real time which articles have led to conversions, through which channels users arrived, and much more. This allows the editorial team to showcase strong pieces in the best possible way and to follow up on a topic where applicable. With Content Analytics, it becomes clear which topics, sections, or user needs convert particularly well.

This is a key tool for breaking down silos. Editorial and audience teams can optimise their respective areas, but at the same time pull in the same direction. Both work with identical data, and there are no longer any issues with differing sources, definitions, data sets or interpretations.

Breaking down silos is the foundation for productive collaboration. It's not just about facilitating transparency and creating clarity. Only with a shared data basis and integrated features can new approaches to customer acquisition be **tested, optimised, and learnt from together.

Andreas Demuth is Founder and CEO of Upscore.