Laura Evans, Ph.D.

VP, Audience Development & Data Science

Scripps Networks Interactive

@evanslaurab

HOW TO USE AUDIENCE INFORMATION IN A FRAGMENTED

WORLD.

MISCHARACTERIZING “MOBILE”

• Confusion springs from incorrect collapsing.

• Think about the experience. Think about the user.

TOO MUCH FOCUS ON MULTIPLE DEVICE USAGE

• Too much concern on cross-platform audience sizing.

• Too little concern on action.

GETTING LOST IN THE CAVEATS• By focusing on cross

platform inconsistencies, we lose focus on what is happening on that device/product.

• What the user is saying about the experience.

MIS-MEASURING SUCCESS

• If you are talking year over year growth, you aren’t talking data.

• Think about goals. Measure from there.

DON’T FEAR MEASUREMENT

• Business runs on uniques and pageviews.

• How you get there is up to you.

“Using metrics as a measure of performance, though, would lead to popular journalism. I already see that on TV”

USE THE DATA TO CREATE RELATIONSHIPS

• Getting a user to log in is the most valuable thing you can do for understanding your audience, enhancing your product and increasing the quality of your data.

• But you need to provide them the incentive for doing so.

UNDERSTANDING YOUR EXPERIENCE

CONTENTPEOPLE

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Media Co.

How Does it Manifest Itself?

We recognize the visitor from registration & data appendages We show modules

recommending content she will like

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We deliver an ad relevant to context and audience.

Current State

The right buyer

But not the right content

The right content

But not the right buyer

MY THOUGHTS

• Forget about the caveats, focus on the user.

• Let your data reflect the consumer experience.

• Help in the collection of it.

• Think action with your data, don’t settle for information.

• Optimize within that product.

Delivering a great experience is more likely to get a repeat user, more likely to get them

to try your other products… than nearly anything else.