stephane pere, chief data officer, the economist - cdo europe 2017
TRANSCRIPT
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@stephanepere
CHIEF DATA OFFICER:
AN AGILE EXECUTIVE FOR TODAY’S DYNAMIC DIGITAL MARKET PLACE
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IT WAS FUN TO BE IN MEDIA…RIGHT ?
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AND THE PARTY IS OVER3
UNTIL WE FACED A DIGITAL TSUNAMI
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SOME PUBLISHERS FELT LIKE THIS
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CDO’S MUST LEAD TRANSFORMATION
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CHIEF DIGITAL OFFICER LEADS PRODUCT TRANSFORMATION
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TO TRUE DIGITAL PUBLISHING EXPERIENCE
© The Economist Group 2016
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WHAT ABOUT THE CHIEF DATA OFFICER ROLE ?
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Start with a vision
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OUR APPROACH
ELEVATE data as a corporate asset
PROTECT this corporate asset
LEVERAGE data as a revenue driver
EXPLORE the potential unlocked by big data
BUILD THE CAPABILITY TO UNDERSTAND, REACH AND
ENGAGE WITH
OUR TARGET CUSTOMERS AT
SCALE
OUR MISSION
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MEET BROAD BUSINESS NEEDS11
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Explain what it takes
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FROM RESSOURCES TO BUSINESS IMPACT13
HOW WHAT WHY
RESOURCES CAPABILITIES BUSINESS APPLICATIONS
TECH
PEOPLE
ORG
INSIGHTS
DATA ACTIVATION
CURRENT BUSINESS MODEL
NEW BUSINESS MODEL
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Break it down
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BUILD SUPPORTING CAPABILITIESTURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS
INS
IGH
TSD
ATA
AC
TIVA
TIO
N
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Focus first on revenue growth
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DATA ACTIVATION:DIGITAL REACH CAPABILITY
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IT IS POWERED BY OUR DMP (ORACLE) 18
AUDIENCES INSIGHTS SEGMENTATION ACTIVATION
CUSTOMER DATA BASE
WEB ANALYTICS
BANNERS
CONNECTIVITY & SEGMENTATION
PUSH NOTIFICATIONS
DISPLAY, MOBILE, VIDEO
MARKETING PERSONALISATION
SEARCH
OFF – DOMAIN CROSS PLATFORM ACTIVATION
SOCIAL MEDIA
DMP
CAMPAIGN ANALYTICS
3rd
PAR
TY1st
PA
RTY
E-MAILS
CROSS-DEVICE
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19 Claim a broader Reach Tap into multiple Digital Budgets Convert Bigger RFPs Reduce subscribers CPA
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Drag picture to placeholder or click icon to add Then optimize
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IDENTIFY ACTIONABLE INSIGHTS
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MAPPING ENGAGEMENT & RENEWAL
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WE DEVELOPED A SCALABLE & FUTURE PROOF INSIGHTS PLATFORM
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OUR SINGLE CUSTOMER VIEW:A CLOUD BASED INSIGHTS CAPABILITY
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Next
connect the insights & data activation capabilitiesand
power marketing automation
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THE KEY IS TO BRING THE BUSINESS ALONG WITH YOU
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IDENTIFY AND EMPOWER DATA CHAMPIONS IN EACH KEY BUSINESS AREAS
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STEER CROSS-FUNCTIONAL TEAMS
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Make everyone feel special
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The journey might feel like this
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YET, NEVER BEEN MORE EXCITING TIMES