Usage Analytics Powers Automated Conversion Campaigns

A leading provider of content creation software with annual revenues of $50M estimated that it had $100M lost to piracy. Marketing and creative professionals use the software to create multimedia content across a wide range of industries.

Challenges

The company needed a scalable solution to reach, educate and convert pirate users into paying customers.

  • It believed that there was a tremendous license revenue opportunity from pirated use, but had no way to track or measure it
  • It was skeptical that conversion strategies adopted large vendors like Microsoft and Adobe would work for it
  • It deployed simple licensing to balance streamlining the activation process for customers and protecting the application from piracy
  • “Preventative” strategies of blacklisting illegitimate license keys and takedowns of links to pirated software weren’t working

Solution

The company chose to deploy Compliance Intelligence with Piracy Reposnse to monetize piracy and convert pirates to paying customers.

  • Created targeted in-application response campaigns based on specific demographic and behavioral profiles of the unlicensed users 
  • Tested and optimized campaigns using ecommerce marketing best practices
  • Segmented large organizational users out of the automated response campaigns and conducted direct compliance outreach activities to these groups

Results

Within the first year of deployment, results included:

  • Proof that pirates will convert to paying customers, and that the piracy conversion approach taken by Microsoft and Adobe can work for a company like theirs
  • Return on its initial investment within three months
  • Average campaign conversion rate of 3% and growing
  • Development of campaign optimization strategies based on usage analytics

"Revulytics’ experts helped us to think through our strategy and fine-tune our campaigns based on their analysis of the software usage intelligence we were receiving. As a result, we’re seeing increasing conversion rates on our campaigns."

- VP of Product Development

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