CRO Automation with Airtable: a use case for journalistic media

In the media industry, it is important to be able to react quickly and efficiently to changing market conditions. That is why we have implemented CRO automation in our publishing process.

For the past year, we have been working with Airtable to improve our CRO automation process. We have seen an increase in our profitability by 40% and a simplification of the publication process, generating an increase in the speed of publication and profitability.

It also allowed us to streamline our workflow, increase production speed, and create marketing opportunities that would otherwise have been missed.

For example, we use Airtable formulas to automatically send messages based on customer actions, such as viewing a product page or clicking a link in an email. This resulted in more sales opportunities and higher customer satisfaction.

Airtable has also made it easier for us to manage our sales team: We use formulas and automated messages to keep them focused on the right things at the right times, generating marketing opportunities. Ex: nurturing with formulas and automatic messages.

Onboarding of new publication requests has been completely replaced by the new automated process. The client can include the content and include the payment link that is made with cryptocurrencies.

You can also accompany files and request a specific publication date in case the content is embargoed.

Automations for Onboarding:

Onboarding of new publication requests has been completely replaced by the new automated process. The client can include the content and include the payment link that is made with cryptocurrencies.

You can also accompany files and request a specific publication date in case the content is embargoed.

• Raise a GitHub ticket to request the releases.
• Notices to the editorial team about new publication requests, by Slack.
• Publication notice: to the team by Slack and to the client by mail.
• Generation of an accounting entry in G. Sheets.
• Onboarding: Notice of a new form received with an application. 

Automations for Recurring Ad Products:

Some periodic advertising products were also automated. For example, the sponsorship of exceptions that are reserved for a certain number of days or for a month, also in the case of banners.

As these products may be reserved for some time, a waiting list has been added to notify interested customers automatically when the products are released.

• Email clients 5 days before expiration to renew.
• Email to customers for expired advertising product.
• Notice by Slack of expired product.
• Email to client on waiting list.

The time used to go through long threads of emails looking for information over and over again was greatly reduced, since an Airtable control tablet allows you to see in a single view the status of pending publications, the details of the publications, the status of the procedure , payment, etc.

Automated workflows have enabled the team to publish content at scale, with fewer errors and faster turnaround times. This greatly optimized the time it took to post and notify the team and customers, and created new marketing and sales opportunities.

Photo: Bank Phrom on Unsplash.