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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%

NewsmediaMagazinesFinancial media

services

TV

radioIndustrial services

De Persgroep : Belgium, The Netherlands, Denmark

Data strategy : Create 360° consumer insights

and turn it into (real time) action

Unregistered User

Registered User

Single copy buyer

subscribermember

Valu

e (A

RPU

)

Customer journey’s Engagement

LTV

Our program is build around 5 components

Collect Store Control

Analyse

Act

Collect

Data silos prevent a 360° single consumer view

Collect : Anonymous > login > social > profile

Sign in process is crucial

Make data available centrally

A new data architecture is neededAvoid inconsistency in different

applications

Store

Control

Data Governance to enhance customer experience :

Quality, Curation, CompletenessData privacy and -protection to avoid leakage

Analyse

Make your data speak

Dashboarding = story tellingDescriptive and diagnostic

Datamodelling = scoring consumers for action

Predictive and prescriptive

Act

Without action, data is just a bunch of data

From multi-channel to omni-channelStart your use cases from ‘act

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