Breakout Session II: Delivering on Data

Apr 12, 2017, 10:30 AM
 - 
11:30 AM
Is your news organization taking advantage of one of your most valuable assets? Diving into data can translate into audience development and revenue growth opportunities. This session will focus on ways to do just that.
Session Recap:

Utilizing data can result in audience development and revenue growth opportunities. In addition to having the right data to analyze, it’s imperative to have the right technology, people, conceptualization, and investment, to be successful. Here are some tips.

  • Utilize a combination of first party (what you already own), second party (data from organizations who share), and third party (from large organizations) data.
  • Platforms such as exelate, Oracle BlueKai, LOTAME, Acxiom, and Krux may be helpful for data intake and convergence.
  • Tableau, Domo, GoodData, and Looker offer platforms to analyze and visualize data.
  • Facebook taps a lot of big data from various providers to gain insight into its users’ activities – news media organizations can use this information to gain insight into their own audience to help plan editorial content, and to capture readers with similar interests through digital marketing efforts.
  • Data can be monetized through advertising and media targeting, content strategy, and cost savings/efficiency.
  • Use data to match an advertiser’s target audience to segmentation profiles to better understand their habits and behaviors, and develop a media strategy using this information. Mapping programs can help pinpoint the highest concentration of this audience for targeted marketing purposes.
  • Data can help with content strategy by curating topics of most interest, determining which writers/headlines generate the most clicks, providing intelligence about user behavior, and identifying where firewalls should be.
  • Cost savings/efficiencies may be realized through quicker access to reporting, faster responses to issues, and better optimization toward KPIs.

Download Presentation I
Download Presentation II

  • Bill-Dietz

    Bill  Dietz 

    Sales Development Manager, Times Publishing Co.
    Full bio ››
  • Nikesh-Desai

    Nikesh  Desai 

    Co-founder/CEO, InvestingChannel
    Full bio ››
  • Forsgren-head-shot

    Rich  Forsgren 

    Director, Audience Strategy & Technology, Times Publishing Co.
    Full bio ››
  • Wendy-Reeves

    Wendy  Reeves 

    Manager, LEAP Client Coalition
    Full bio ››
  • Amber-Raver

    Amber  Raver 

    Digital Marketing Account Manager, Steinman Communications
    Full bio ››
  • Alex-Henry

    Alex  Henry 

    Audience Development Specialist, LNP Media Group
    Full bio ››