Date post: | 22-Jan-2017 |
Category: |
Marketing |
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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
mp
an
ies
Mark
ets
Wo
rld
Co
mm
en
t
Man
ag
em
en
t
Pers
on
al F
inan
ce
Weeken
d
Secti
on
in
tere
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