focused growth - tom betts, ft at dmx dublin 2016

Focused growthHow to use data and research to create

customer led products and drive new revenue

March 2016

Tom Betts

Chief Data Officer

Financial Times

@tombetts

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Focused growth

Data driven growth

Our focus on engagement

Operating customer first

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FT in numbers

780,000 70%

Data drives growth

Putting customer data at the centre

Marketing

Advertising

Ed

itoria

lPro

du

ct

Reporting & Analytics

Data products

Pe

rso

na

lisa

tion

CR

M

The value of Customer DNA

Co

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an

ies

Mark

ets

Wo

rld

Co

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en

t

Man

ag

em

en

t

Pers

on

al F

inan

ce

Weeken

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Secti

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in

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st

Our special (subscription) sauce

Analytics-powered advertising

Personalised products

Our engagement focus

Sharing stories

Reader comments

Facebook likes

Twitter followers

Time spent reading

E-mail alerts Attending

events

Retweets

App downloads

Multichannel

consumption

Our “north star”

Not everyone is a digital news junkie

Engagement 101

Not really about the numbers

Guess what?

1) Tools

2) Testing

-4%1%2%1%9%8%16%24%

42%

164%

-50%

0%

50%

100%

150%

200%

1st2nd3rd4th5th6th7th8th9th10th

RFV - 6,874RFV - 3,722RFV - 2,412RFV - 1,658RFV - 1,159RFV - 796RFV - 518RFV - 301RFV - 149RFV - 32

Up

lift

%

<<<< LESS ENGAGED

Consumption uplift by engagement decile

3) Teams

Focus the entire

organisation on engaging

readers

Engaged readers =

Healthy customer base =

Best predictor of future revenues

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And finally

Our revolution: direct to consumer + data

Why engagement really really matters

People over data..any day (aka how we put this into practice)

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@tombetts