Our presentation at the AOP 2014 Autumn Conference on how we are looking create greater audience engagement. We also cover our 7 tips on implementing a data management platform (DMP)

1. OUR APPROACH TO CREATING GREATER AUDIENCE ENGAGEMENT
AND OUR EXPERIENCES SO FAR
@ianrobins

2. We’re on a journey to creating greater audience engagement.

3. OUR CHALLENGES
1.No single view of our audience.
2.Editors focused on vanity metrics.
3.Insights and data at individual site level.
4.Lack of data and analytical skills.
5.Legacy infrastructure lacking scalability.

4. We’ve been asking ourselves...
How might we...?

5. Create the content that people need.

6. Build better experiences and services.

7. Measure the metrics that really matter.

8. Become audience experts in the markets we serve.

9. Shape our teams to support our strategy.

10. STARTING WITH OUR WHY:
OUR PURPOSE

11. THE GOLDEN CIRCLE

12. Inspiring people to take the actions that improve their lives and livelihoods, every day.

13. #CultureCode
Our Culture Code explains who we are and who we want to be.
It drives our ‘inspire action’ culture.

14. 1. CREATING A SINGLE VIEW OF
OUR AUDIENCES

15. It’s all about
Data

16. Putting the building blocks in place
Our approach
We’re trying to obsess over our audiences.
Relevancy. Personalised experiences. Engagement.

17. 2. DEFINING THE
METRICS THAT MATTER

18. Source: Models of User Engagement, Janette Lehmann
http://ir.dcs.gla.ac.uk/~mounia/Papers/umap_CRC.pdf
TOURIST
INTERESTED
AVERAGE
ACTIVE
VIP
1
day
2-4
days
5-8
days
9-15
days
>16
days
Frequency of visit.

19. Time spent reading.

20. Behaviour based engagement.

21. 3. DEVELOPING CROSS-PORTFOLIO
INSIGHTS

23. Meeting of values

24. Real-time analytics with trending content
Deliver real-time, relevant content to each individual through content widgets
Understand behaviours and interests
Develop deeper engagement
Develop audience segments
Data Management Platform

25. Agile project approach.

26. Cross portfolio analytics

27. Building role and interest specific dashboards

28. Personalising content recommendations.

29. We’re working on bringing our audiences alive by sharing audience insights internally and externally.

30. 4. BUILDING A NEW
TEAM FOCUSED ON INSIGHTS

31. DATA
ANALYST
COMMUNITY
INSIGHTS AND STORIES
CAMPAIGN
INSIGHTS
INTERVIEWS
1-2-1 CONVERSATIONS

32. 5. CREATING A NEW
PUBLISHING PLATFORM

33. We’re reimagining how we might create amazing sites that inspire people.

34. Cxense will power part of our new publishing platform.
Relevancy. Personalised experiences. Engagement.

35. Site-as-a-service
“One in which the reader’s needs or desires are paramount, rather than the journalistic instincts of the author.”
https://medium.com/whither-news/content-vs-service-ddbb432ab77

36. 7 things we’ve learnt so far when implementing a DMP…

37. Research the market to cut through the ‘brain boil’.

38. Select a partner based upon a meeting of values.

39. Form an internal working group with people from different teams.

40. Identify the business goals and metrics that matter.

41. Take small steps to learn how things work.
Define, test, review, learn, revise.

42. Be realistic about timelines. Things always take longer than you think.

43. Make the project visible internally.

44. We’re just starting out on our journey.
We’d love to share in your journey too.
ian.robins@siftmedia.co.uk
@ianrobins

45. We’re Sift Media.
We inspire action.
BRISTOL LONDON BOSTON
www.siftmedia.co.uk