Stephane Pere, Chief Data Officer, The Economist - CDO Europe 2017
-
Upload
corinium-coriniumglobal -
Category
Business
-
view
351 -
download
0
Transcript of Stephane Pere, Chief Data Officer, The Economist - CDO Europe 2017
@stephanepere
CHIEF DATA OFFICER:
AN AGILE EXECUTIVE FOR TODAY’S DYNAMIC DIGITAL MARKET PLACE
IT WAS FUN TO BE IN MEDIA…RIGHT ?
AND THE PARTY IS OVER3
UNTIL WE FACED A DIGITAL TSUNAMI
4
SOME PUBLISHERS FELT LIKE THIS
5
CDO’S MUST LEAD TRANSFORMATION
CHIEF DIGITAL OFFICER LEADS PRODUCT TRANSFORMATION
TO TRUE DIGITAL PUBLISHING EXPERIENCE
© The Economist Group 2016
7
WHAT ABOUT THE CHIEF DATA OFFICER ROLE ?
Drag picture to placeholder or click icon to add
9
Start with a vision
OUR APPROACH
ELEVATE data as a corporate asset
PROTECT this corporate asset
LEVERAGE data as a revenue driver
EXPLORE the potential unlocked by big data
BUILD THE CAPABILITY TO UNDERSTAND, REACH AND
ENGAGE WITH
OUR TARGET CUSTOMERS AT
SCALE
OUR MISSION
MEET BROAD BUSINESS NEEDS11
Explain what it takes
FROM RESSOURCES TO BUSINESS IMPACT13
HOW WHAT WHY
RESOURCES CAPABILITIES BUSINESS APPLICATIONS
TECH
PEOPLE
ORG
INSIGHTS
DATA ACTIVATION
CURRENT BUSINESS MODEL
NEW BUSINESS MODEL
Drag picture to placeholder or click icon to add
Break it down
BUILD SUPPORTING CAPABILITIESTURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS
INS
IGH
TSD
ATA
AC
TIVA
TIO
N
Focus first on revenue growth
DATA ACTIVATION:DIGITAL REACH CAPABILITY
IT IS POWERED BY OUR DMP (ORACLE) 18
AUDIENCES INSIGHTS SEGMENTATION ACTIVATION
CUSTOMER DATA BASE
WEB ANALYTICS
BANNERS
CONNECTIVITY & SEGMENTATION
PUSH NOTIFICATIONS
DISPLAY, MOBILE, VIDEO
MARKETING PERSONALISATION
SEARCH
OFF – DOMAIN CROSS PLATFORM ACTIVATION
SOCIAL MEDIA
DMP
CAMPAIGN ANALYTICS
3rd
PAR
TY1st
PA
RTY
E-MAILS
CROSS-DEVICE
19 Claim a broader Reach Tap into multiple Digital Budgets Convert Bigger RFPs Reduce subscribers CPA
Drag picture to placeholder or click icon to add Then optimize
IDENTIFY ACTIONABLE INSIGHTS
MAPPING ENGAGEMENT & RENEWAL
WE DEVELOPED A SCALABLE & FUTURE PROOF INSIGHTS PLATFORM
OUR SINGLE CUSTOMER VIEW:A CLOUD BASED INSIGHTS CAPABILITY
Drag picture to placeholder or click icon to add
Next
connect the insights & data activation capabilitiesand
power marketing automation
THE KEY IS TO BRING THE BUSINESS ALONG WITH YOU
IDENTIFY AND EMPOWER DATA CHAMPIONS IN EACH KEY BUSINESS AREAS
STEER CROSS-FUNCTIONAL TEAMS
29
Make everyone feel special
The journey might feel like this
32
YET, NEVER BEEN MORE EXCITING TIMES