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How @DePersgroep
turns Big Data
into smarter & actionable data
Approach and learnings
dirk.milbou@ persgroep.be@dirkmilbou
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*
59%
3%6%5%
14%
5%8%
NewsmediaMagazines
Financial media
services
TV
radioIndustrial services
De Persgroep : Belgium, The Netherlands, Denmark
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Data strategy :
Create 360° consumer insights
and turn it into (real time) action
Unregistered User
Registered User
Single copy buyer
subscribermember
Val
ue
(AR
PU
)
Customer journey’sEngagement
LTV
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Our program is build around 5 components
Collect Store Control Analyse Act
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Collect
Data silos prevent a 360° single consumer view
Collect : Anonymous > login > social > profile
Sign in process is crucial
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Make data available centrally
A new data architecture is needed
Avoid inconsistency in different applications
Store
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Control
Data Governance to enhance customer experience :
Quality, Curation, Completeness
Data privacy and -protection to avoid leakage
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Analyse
Make your data speak
Dashboarding = story telling
Descriptive and diagnostic
Datamodelling = scoring consumers for action
Predictive and prescriptive
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Act
Without action, data is just a bunch of data
From multi-channel to omni-channel
Start your use cases from ‘act
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Change is not easy
Organizational challenge
It is time- and cost consuming
Tools and techniques evolve quickly
Inject new skills, train your (data) people
Start small, create evidence : you can’t define
everything upfront
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We love DATA for it’s BIG returnNot for it’s big complexity ;-)
dirk.milbou @ persgroep.be@dirkmilbou