presentation financial times big data at ebu big data conference
TRANSCRIPT
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Transforming a Media Organisation with Big DataRobin Goad, Head of Customer Analytics, Financial Times
March 2016
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AgendaA brief history of the FT
What does Big Data mean to the FT?
The benefits of Big Data
How we do it
What’s next?
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3
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A brief history of the FT
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128 years of innovation
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What does Big Data mean to the FT?
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The data that mattersUser
• Identity• Contact• Subscription• Demographics• Devices• Payment• Permissions
Behavioural• What is read?• How is it read?• Where is it read?• How is it found?• Why is it read?• What about stuff that isn’t read?
Meta• What is the story about?
• Who wrote it?• Where does it belong?
• Who can see it?• When, where and why was it published?
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“80% of the FT’s revenue would be at risk if we lost our First Party Data”
Internal analysis to determine the value of the FT’s First Party Data
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The benefits of Big Data
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A data driven strategy
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Measuring Reader EngagementWe look at reader behaviour over the last 90 days:
• Recency – when did they last visit?
• Frequency – how often do they visit?
• Volume – how many articles have they
read?
Engagement score
Canc
ella
tion
rate
More engaged read-ers are less likely to
cancel
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Segmenting users based on behaviour
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Personalisation via data
myFT – peronalised content on- and off-site
API – feed data to where people need it Editorial authority
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Data driven innovation
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How we do it
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Team and organisational structureChief Data Officer
Analytics
Reporting
DataIntelli-gence
DataScience
VerticalSpecialists
Campaign Management
Data Strategy
Technology
Product
Research
3rd parties
Key support-ing func-
tions:
Customers ofData and Ana-
lyticsB2C and B2B
Editorial
Product
FinanceAdvertising
Board & Strategy
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“The analytics team (with support from tech, commercial and third parties) will explore ways of finding value as a prerequisite to building in new capability”
The FT’s “Analytics First” approach to Big Data
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What’s next?
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What are we planning for 2016?Data democratisation Distributed content
Test, test, test…
Plus…• New data sources• Focus on data quality• Answer questions
quicker• Develop new skills• Grow team• More stakeholders• Academic partnerships• More innovation…
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Questions?
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