Seven Must-Have Subscription Management Capabilities in a First-Party Data World

This article is sponsored by Aptitude

Subscription management platforms are not all created equal. This begs the question: what are the key capabilities publishers must have in order to adapt and capitalize on the first-party data revolution? The following highlights seven key components publishers need in order to thrive in a post-cookie world.

1. Robust security and compliance

With increased data generated by publishers, the ability to collect, store, process, and transmit first-party data securely and in compliance with data protection regulations is a fundamental requirement. Coupled with PCI-DSS Level 1 compliance, this enables publishers to centralize personal and payment data to the highest of standards.

2. Custom data collection

Subscription management platforms can be primary sources of high-value, first-party data – a powerful combination of registration, payment, behavioral and contextual data. The right solution will also enable publishers to collect a variety of data from various sources, including paywalls, registration walls, surveys, and systematic data points.

3. Detailed customer profiling

Collecting first-party data is one thing, but building detailed customer profiles with that data is quite another. Modern subscription management platforms enable that process by storing and centralizing a variety of customer data points, including custom data, informing strategy, campaigns, product propositions, and ad targeting.

4. Support for multiple data extraction methods

A subscription management platform built on an open data framework is vital and allows multiple data extraction methods for third-party systems. Its true value is revealed when shared across a wider first-party data ecosystem of interconnected solutions– from CDPs and identity solutions to personalization engines and email service providers.

5. Flexibility to adapt the subscription proposition

The ability to act on first-party data at pace – using insight to drive acquisition, increase revenue and reduce churn. Tapping into a modern cloud-based subscription management platform enables publishers to innovate and experiment with every aspect of their pricing and proposition and make changes in real-time.

6. Seamless integration with first-party data ecosystems

Publishers with flexible, agile subscription management platforms can seamlessly integrate with a wide variety of third-party systems. This allows for the sharing of first-party data across the ecosystem, elevating the overall subscriber experience.

7. Future-proofed adaptability

With new approaches to identity resolution continuing to emerge, future-proofing technology is key (e.g. adopting a subscriber management platform that allows for rapid, flexible integration with third-party systems.) This helps remove technological barriers to strategic change and minimizes the risk of being locked into “Betamax” solutions.

For even more information on this topic, download the First-party Data guide here.

Filed in Best Practice and How To, Business Operations, Business Strategy, Research and Benchmarks, Showcase, Subscriber Acquisition, Subscription Business Marketing, Technology

Mark Walker

Mark has 10 years' experience in managing products, projects, and portfolios across finance, e-commerce, and business software solutions. He leads the Aptitude Software Subscription & Revenue Management Strategy & Innovation Team, aligning emerging opportunity hypothesis and product development, to support long-term business strategy, that drives and supports the overall vision and mission. Before embarking on his technology career, Mark was a Police Officer with the Greater Manchester Police for seven years. In this capacity, he developed many valuable communication, time management, and risk mitigation skills. Believing that these attributes are all part of a good product leader’s tool kit, Mark now leverages his experience and extensive knowledge to lead Aptitude subscriptions and billing product team.