CBS Interactive (CBSi) is an online news and entertainment network with content covering entertainment, news, sports, technology, games, music, food, and business. Ad sales are crucial to CBS Interactive’s revenue, and whether advertisers choose to buy ad space is largely dependent on CBS’ audience engagement levels. To measure engagement, CBSi uses Qualtrics to ask specific audience segments what they watch, how much they watch, and which platforms they use at a particular time of year.
With actionable audience insights at their fingertips, CBSi has powerful data to show to advertisers who are deciding how many advertising dollars to spend on CBS Interactive. The result? Qualtrics has helped CBSi drive millions in ad revenue every month, 30% higher site conversion, and a double digit increase in brand awareness.
Even more important to CBSi than ad revenue is providing quality content that viewers want to engage with. To measure customer satisfaction, CBSi uses Qualtrics to measure Net Promoter Score (NPS) across all CBS Interactive sites. Using the data they collect from NPS surveys, CBSi adapts its products and offerings as needed to retain viewers and maintain a competitive spot in the marketplace. And it’s working – since partnering with Qualtrics, CBSi has seen a 10 point increase in NPS and customer satisfaction is soaring.