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
ADVERTISEMENTS
Media Co.
How Does it Manifest Itself?
We recognize the visitor from registration & data appendages We show modules
recommending content she will like
Recommends for you:
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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.
