The Globe and Mail’s innovative predictive analytics tool, Sophi, was built in-house by data scientists to optimize both ad revenue and subscription revenue, going beyond simply measuring clicks and time spent to help newsrooms understand what readers value. It helps their newsroom focus on creating high-quality content that acquires and retains subscribers, and build the business they want to become in the future. It solves the two major problems of what to paywall and what to promote.
