Chartbeat: Data shared across all departments is key for
audience strategy
Conference Blog | 15
March 2018
Terri
Walters, chief marketing officer for Chartbeat,
spoke at the INMA Conference
de Medios Latinoamerica about using data to develop audience
strategy effectively.
“There
are a lot of customers that are using data, but data means so many things,”
Walters said. “There’s data on traffic, there’s data on your customer, and
there are a lot of different KPIs that news organisations have.”
Organisations
that are doing data best are prioritising one thing: audience.
“If
you’re going to get better and use data to your best advantage, you really have
to understand the content consumption patterns and the differences in those
patterns by your audience,” Walters said.
She
cited The Washington Post, The New York Times, and the BBC as companies that
have been using data extremely well by using those audience consumption patterns.
“They’re
looking at how patterns differ if you’re coming from Facebook, if you’re coming
from Google, or if you’re a direct visitor to your site, who values your
brand,” Walters said. “They’re understanding really what consumers are engaging
with.”
There
are challenges with understanding and implementing this data, Walters
acknowledged. “I think being aware, and getting educated on the different data
sources, is probably one of the biggest obstacles. It’s not enough for data to
just sit inside the IT department or the analytics department; the business
leaders of an organisation, as well as the journalists, all need to understand
the vocabulary of data and figure out ways they can embed it into their
workflow.”
Chartbeat
works with editors and newsrooms, as well as analysts and IT departments, to
help organisations talk to each other in a better way. “I think if we could
solve that issue, everyone would be in a much better place,” Walters said.
About
Fonte: INMA
Nenhum comentário:
Postar um comentário