Becoming a data-driven media business

Stephane Pere, Chief Data Officer

@stephanepere

Digital Media Strategies - 4th March 2014 - London

I don’t want to talk about…

Publishers have always been data-driven

But mostly by:

- Revenue numbers

- CRM

- Aggregated Audience

Digital advertising became driven by Audience data

94% of ad agencies in the US use audience targeting*.

In 2014, 63% of US display advertising will done programmatically (of

which more than 50% via Real Time Bidding on Audience segments).

Programmatic gears

toward automation of the

sales workflow.

It offers replacement of

manual processes (often

phone, fax and e-mail) with

a more unified process often

in an easy-to-use user

interface.

Real Time Bidding (RTB)

is the ability to break a buy

down to the impression level

for decision making and/or

the application of advertiser

or publisher data.

Source: *Third Party Data Guides Campaign Targeting – emarketer/eXelate “State of the industry”, Apr 22nd 2013

http://www.emarketer.com/Article/Third-Party-Data-Guides-Campaign-Targeting/1009894

Data is the new currency

Resulting in a Data market

Publishers can not only leverage Data to sell advertising… but also sell their data.

Publishers must become data-driven marketers themselves

Explore, Test and Scale

Correlations and Testing are key to become data-driven

Correlations are the about the WHAT, not the WHY

+ =

*Walmart example quoted in “Big Data: A Revolution That Will Transform How We Live, Work, and Think”,

Book by Viktor Mayer-Schönberger and Kenneth Cukier

It’s all about Data Connectivity

• overlay first party data with third party data sources

• create enhanced customer profiles

• optimize interactions across multiple channels

A revenue driver for Publishers

Data Connectivity

In order to:

• Understand our customers

• Promote relevant content

• Promote relevant products

• Provide targeted advertising

• Increase subscriptions

The steps are:

1. consolidate databases and analytics data

2. explore, define and review segments

3. develop business rules

4. perform marketing activities against these segments or rules

Example of segment and rule for circulation:

Segment Active registered users, hit pay wall at least X times

in the last one month),who are past subscribers

(subscription lapsed within the last one year)

Rule and action Next time this user hits the paywall:

send attractive renewal offer e-mail

Examples

of Data-Driven Marketing

1. Content personalization in marketing collaterals

Learn which content specific readers are interested in and

recommend relevant editorial on site, on paywall but also

in e-mails and push notifications.

2. Gathering advanced audience insights and analysing

which segments are most likely to subscribe

Once identified, test subscription ads on the target groups.

If successful, target look-alikes.

3. Understand customer journeys and develop

a marketing Attribution model

Bring together all Campaign Analytics, Web Analytics and CRM data.

5. Enhanced search functions:

This can be done with advanced Semantic Analytics and

Individual profiles interests match. You can understand

what readers are really looking for based on: Context,

Similar searches, Semantic analysis…

The biggest challenge is Internal

The best steps to get there

1. Have a Champion for Data at the corporate level

2. Get the support from the Management board

3. Create a taskforce with stakeholders from circulation, advertising, UX, brand, legal, IT

4. Cut the project into smaller deliverables

5. Do not try to build everything yourself

6. Get some quick wins with associated revenue

And avoid to talk about…

Stephane Pere, Chief Data Officer

@stephanepere