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16 March 2015 · By Jeremy C. Fox
Starting with customers who read its free
products, O Globo builds on its list of potential subscribers — for itself
and advertisers — by using Google, Apple’s Newsstand, Google Play’s
Newsstand, and third-party data.
Editor’s note: This is one of 17 case
studies featured in INMA’s strategic report “Making Big
Data Smarter For Media Companies,” released in December.
Digital subscriptions to O Globo, parent company
Infoglobo’s most important brand, are the cornerstone of its Big Data
strategy, says Marcello Moraes, CEO of Infoglobo.
A year into this model, Infoglobo
recognises that digital subscriptions remain a niche market, so its first
task is identifying prospects that are already aware of O Globo and are
“power users of news,” Moraes says.
To do that, Infoglobo relies heavily
on consumers who access its free products, encouraging frequent users to
register with O Globo, then offering elements of the subscription product to
registered users before offering a full subscription.
To reach potential subscribers who
are not frequent users of Infoglobo’s free properties but are avid news
readers, the company uses Google to segment prospects in the display network
and Facebook to identify “news junkies” — especially those interested in the
distinctive kinds of news that differentiate its products.
It also uses Apple’s Newsstand application
and Google Play’s Newsstand, creating a more limited, subscription-based
version of its digital package for those platforms and then creating a pool
of prospects for full subscriptions from among those subscribers. To locate
additional prospects, the company turns to third-party data.
While most of its current effort is
focused on subscriptions, Infoglobo also offers solutions for advertisers. A
current pilot programme is combining third-party data and consumer behaviour
information culled from its own properties to draw conclusions about
consumers for ad targeting.
Infoglobo has been involved in data
mining for years, going to back to a time when its focus was driving print
subscriptions. Yet new digital tools have enabled it to use multiple data
sources to refine both the product and the marketing of digital
subscriptions.
“We have the logs of every ID on our
digital properties; we have third-party data; and we have the targeting
capabilities of vendors such as Google and Facebook,” Moraes says. “By
leveraging these resources, and others, we are able to come up with an
increasingly accurate performance on identifying and approaching
prospects.”
Infoglobo has also used data analysis
vendors and ad-serving software for more than four years now and has seen a
rapid evolution in both areas.
“The challenge is to remain both
consistent and flexible in the use of data,” Moraes says. “We have to be
consistent in our goals and in the metrics we use, both for us and for the
advertisers. At the same time we have to be able to incorporate new
developments, test new products, not over-commit to a vendor or a system.
“Hence, we need to be very careful in
the way we structure our deals with our vendors. We make tests, pilot
programmes, and limited-time commitments a key part of our work with all
these tools.”
Infoglobo exercises great caution
with data it collects from prospects and clients, trying to live up to high
expectations of its brands that are established by the quality of its
journalism.
“A subscription business is a
relationship business,” Moraes says. “And trust is a big part of the
relationship. We only share the data with other companies within our media
group and are very strict in the way it can be used.”
There is still much more Infoglobo
could do to fully exploit the possibilities for personalisation and targeting
of content and advertising, Moraes says. Infoglobo is now in the process of
enhancing efforts in both areas, having learned of many instances in which
other companies have used such efforts to enhance value for both users and
advertisers.
Moraes sees further potential in
leveraging data from across all the media group’s properties, and Infoglobo
is taking steps to build a central registration tool. By concentrating this
vast array of data in one repository, Moraes believes the company can
generate additional insights into potential uses.
This would allow the Infoglobo to
package together products from different companies in its portfolio and to
develop new products based on the knowledge in the data pool.
Author/Contact: Jeremy C. Fox is a Boston-based journalist
who writes regularly for the Boston Globe and teaches journalism courses at
Harvard Extension School. He can be reached at jeremycfox@gmail.com.
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Fonte: INMA
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