Information is Opportunity, Action is Power

AUGUST 20, 2014 DARRELL KUNKEN

Director of Research

157 year old organization

Positioning for tomorrow

Change

ADAPT ENGAGE VALUE

Systems Issues

Tracking Issues

Business Model Issues

Cultural Issues

Big data journey

Approach to big data

Tactical Enterprise

Data visualization: Revealing more from existing data sets

Tactical

▶ Identify areas for positive impact by data

▶ Data visualization

▶ Start with existing data sets

▶ Deploy within organization

CPM Reporting

Auto Dealer Sales

News Data Center Former Subs

Shopper Trends SMB Customers Path-to-Purchase

Advertising

Business Management News

Data visualization

Advertising

Auto dealer share of sales

▶ Multiple

years

▶ Dealership

▶ Make/model

▶ Unit sales

Auto dealer share by zip code

ABC DEALER

Advertising

Dealership

▶ Make: Chevy

▶ New vehicle

▶ Zip code

▶ Past 2 years

▶ Share of sales

Circulation former subscriber survey

▶ Former

subscriber

▶ Stop analysis

▶ Stop survey

feedback

▶ Discuss

opportunities

Business Management

STOP REASONS

Target Audience Selection

Advertising

Needs analysis to consumer path-to-purchase tool

Local Media Spending by Category

Advertising

Needs analysis to consumer path-to-purchase tool

Advertising

Customer file analysis

Traditional Results Presentation

Advertising

Small business customer file analysis

B-Street Theater

Advertising

Small business customer file analysis

B-Street Theater

Advertising

Political Advertising

Rep Resource Dashboard

▶ Select Market

▶ Select Political

District or County

▶ Select Target

Variable

Advertising

Political Advertising

Rep Resource Dashboard

▶ Variety of Target

Variables

Advertising

Political Advertising

Rep Resource Dashboard

▶ Summary of

tangible product

distribution

▶ Use zips and

target to define

digital program

It’s about our NEWS content …

Enterprise project

“Consumers need to understand what you do

with their data,” he told media managers.

But at the same time, Howe cited statistical findings that he thinks should

embolden news organizations to not only collect, but also analyze user

“big data” to push and monetize content.

“Seventy-five percent of consumers would be

happy to exchange their data for added value,” he said.

NAA Meeting, Denver, CO • March 2014

Scott Howe, CEO/President of Acxiom (A marketing technology and services company)

What readers/visitors expect from us

What we want from readers/visitors

▶ Frequency

▶ Time on site

▶ Deeper visit ▶ Sharing

▶ Satisfaction from visit

▶ Engagement/ subscriptions

INFORMED

Enterprise project

▶ 1st Party Data

▶ Individual content profiling system

▶ Value unique visitor sees in us

Learn more about our digital visitors

to deliver them a better experience

It’s about our NEWS content

Individual tracking and profiling system

Director of Digital provided road map, Stanford confirmed it

Unlocking the data - Individual user profile

Content Recommendation

Engine

Content and visitor intelligence views

Segmentation

Influencers Super

news-consumers Device users

Political • sports

food & wine

Ads of interest Behaviors

time of day

day of week

device use

Content specific

Set up for learning and action

Data Sourcing • Integration

Analyst and Marketing

talent • Staff skills for analysis

Utilizing Analytics

• Mobilize to use data

Vendor Evaluations

Cornerstone components

Transparency Model

▶ Based on reader value

▶ Tell a better story

▶ Measure for comprehension

▶ Improve digital depth

▶ Build trust through

transparency

▶ Visitors own and manage

own profile

▶ Better viewer experience

Engagement/

Relationship Model

Planned progression

Deploy content

recommend sys

Data Business

Plan

Process to spur

action

ID key

segments/behaviors

Target and

A/B test

1 2

3

5

6

4

Develop Advisory Board

Build relationships

Personalization (PII)

The difference between survival and extinction

Innovation projects

H.S. Sports Show

Partnership with Comcast.net

‣ Cable Show extends reach

to younger audience segment

‣ Video show to be repurposed

through sacbee.com

‣ Profile individual school and

athlete pages

‣ Game plan additional video clips

‣ Possible subscription model

with portion of proceeds going

to fund school sports programs

‣ Visitor sign-in through gigya SSO

captures user data / influencers

The journey continues, eye on the reader

Next generation of journalists

‣ Savvy in databases

‣ Multimedia

‣ Some coding

‣ Engaging visitors

‣ Embed analytic tools

‣ Reader interaction groups

Thank You

Data team

Evolving talent

▶ Programmers in newsroom

▶ Research analysts becoming data miners/scientists

▶ Bee labs and beginning a LinkedIn group

‣ Ideas

‣Community

connections

‣Universities

‣ Innovation

‣Customer

acquisition/retention

‣Loyalty

membership

‣Customer service

‣Development team

‣Technical

implementation

‣Digital campaign

team

‣Strategy/vision

‣Data/analytics

‣Data Testing

‣Segmentation

‣Evangelism

TOM NEGRETE

Director of Newsroom Innovation

SEAN MCMAHON

Director of Digital

MARIA RAVERA

VP Audience

DARRELL KUNKEN

Director of Research