Learn key strategies to boost audience engagement and retention. Crack the Loyalty Code: 3Ts to Maximise Retention with Smarter Media Marketing
This webinar covers identifying high-value customer segments, timing your engagement efforts, optimizing marketing touchpoints, and aligning content with viewer preferences to maximize commitment. Perfect for anyone looking to enhance their customer acquisition and retention strategies based on data analytics.
In today’s competitive content landscape, simply attracting viewers isn’t enough—sustained engagement and loyalty are what truly drive long-term value. This session dives into the data behind viewer behaviour to help marketers build smarter, more strategic campaigns.
We’ll start by identifying your highest lifetime value customers, allowing you to prioritize efforts around the audiences that matter most. Next, we’ll uncover the 1st T—golden timing—those critical early moments after signup when viewers are most receptive to outreach, giving you a window of opportunity to establish long-term habits.
The 2nd T focuses on measuring effective marketing touchpoints to guide new users toward deeper commitment and continued engagement. Lastly, we’ll explore the 3rd T—themes—by examining what types of genres and content structures perform best, helping you align content strategy with audience expectations.
By understanding and applying these insights, marketers can refine their acquisition and retention strategies, reduce churn, and maximize the return on content investment.
Topics Covered:
- Who – identify high customer lifetime value (CLV) segments
- When – golden timing for engaging new sign-ups
- How – key marketing touchpoints that influence viewer commitment
- What – the role of genre and content structure in audience engagement
What you will learn:
- By understanding customer value, businesses can focus on creating experiences that drive customer loyalty and repeated engagement
- Identify the critical post-signup timeframes when new users are most responsive to engagement
- Discover which marketing touchpoints most effectively drive viewer commitment
- Apply actionable strategies to align content offerings with user behaviour and preferences
About the presenter
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Professor Maggie Dong
Head of the School of Marketing at UNSW Business School | Founder & Director of the Media Engagement & Analytics Lab (MEAL)
Professor Maggie Dong is Head of the School of Marketing at UNSW Business School. She founded and directs the Media Engagement & Analytics Lab (MEAL), focusing on media engagement and audience analytics. Her research spans business-to-business marketing, supply chain resilience, and digital transformation. She serves as department/associate editor for IEEE Transactions on Engineering Management and Decision Sciences. Additionally, she is a member of the Australian Research Council's College of Experts.
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Dr. Yu-Ting Lin
Senior Lecturer at UNSW Business School | co-director of the Media Engagement & Analytics Lab (MEAL)
Dr. Yu-Ting Lin is a Senior Lecturer at UNSW Business School and co-director of the Media Engagement & Analytics Lab (MEAL). With industry experience in user experience design before transitioning to academia, she supported a successful spin-off and earned four patents. Her research explores the intersection of emotions, digital interfaces, and product adoption, focusing on decision-making and service innovation.