Full video here: http://www.catchtalk.tv/events/digitalmediastrategies?video=becoming-a-data-driven-media-business-stephane-pere-chief-data-officer-the-economist Stephane is Chief Data Officer for The Economist businesses. His mission is to elevate and protect data as a corporate asset, leverage data as revenue driver for the circulation and media businesses as well as explore the potential unlocked by big data. He joined The Economist Paris office in 2007 to manage online advertising sales for Continental Europe, Middle- East & Africa. In 2010 he moved to New York to launch Ideas People Channel (a vertical digital ad network that enables marketers to reach Thought leaders at scale trough an alliance of +60 high quality news publications). Additionally from 2012, he was the Head of Digital Advertising Sales and Agency Solutions for Americas. Prior to joining The Economist, Stephane had a diverse career within the advertising industry, which included managing online display advertising for Yahoo!, heading a TV and Print network for Canal+, and working with Bloomberg Television in international ad sales.

1. Becoming a data-driven media business
Stephane Pere, Chief Data Officer
@stephanepere
Digital Media Strategies - 4th March 2014 - London

2. I don’t want to talk about…

3. Publishers have always been data-driven
But mostly by:
- Revenue numbers
- CRM
- Aggregated Audience

4. 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

5. Data is the new currency

6. Resulting in a Data market
Publishers can not only leverage Data to sell advertising… but also sell their data.

7. Publishers must become data-driven marketers themselves

8. Explore, Test and Scale
Correlations and Testing are key to become data-driven

9. 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

10. It’s all about Data Connectivity
• overlay first party data with third party data sources
• create enhanced customer profiles
• optimize interactions across multiple channels

11. 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

12. 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…

13. The biggest challenge is Internal

14. 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

15. And avoid to talk about…
Stephane Pere, Chief Data Officer
@stephanepere