Curated Resource ( ? )
The Financial Times has a 30-person data team for edit and marketing - Digiday
Curated:
11/02/2016 from
digiday.com/publishers/lessons-financial-times-data-maturity/
my notes ( ? )
Betts ... became the first data head to join the publisher’s board, recognizing data’s importance in growing its subscriptions and audience. Today, he heads up a 30-person team focused on customer analytics and research. Here are lessons from Betts on data maturity and driving audience engagement...
While subscriptions are critical ... it’s not the most important success metric at the FT. That’s engagement, as measured by metrics like time spent on the page, return visits, frequency of visits, liking, social sharing and commenting... “It aligns everyone in the company to all pull in the same direction.
The marketing team is driven to support the newsroom and, at the same time, support their own targets.” ... The audience engagement team sits in the newsroom so it can work directly with journalists. It includes data analysts, SEO experts, engagement strategists, social media managers and journalists.
While subscriptions are critical ... it’s not the most important success metric at the FT. That’s engagement, as measured by metrics like time spent on the page, return visits, frequency of visits, liking, social sharing and commenting... “It aligns everyone in the company to all pull in the same direction.
The marketing team is driven to support the newsroom and, at the same time, support their own targets.” ... The audience engagement team sits in the newsroom so it can work directly with journalists. It includes data analysts, SEO experts, engagement strategists, social media managers and journalists.
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