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Laura Evans: The role of metrics and goals in the newsroom


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Laura Evans

VP of Audience Development and Data Science, Scripps Networks Interactive

Laura Evans is vice president of audience development and data science at Scripps Networks Interactive (HGTV, DIY Network, Food Channel, Cooking Channel, Travel Channel and Great American Country). In this role, Evans leads audience development, data analysis, development and deployment of analytics across all SNI digital products, digital marketing execution, customer service, and audience strategy through leveraging data and its management.

Previously, Evans was head of Dow Jones' audience insights and analytics team: a cross-functional and highly specialized group focusing on digital audience growth and strategic research, as well as data analysis for all digital, mobile and offline properties of Dow Jones and Co. (The Wall Street Journal, MarketWatch, Barron's, Factiva).

Prior to joining Dow Jones, Evans was with The Washington Post for 10 years where her last position was chief experience officer and vice president of research. Her team had the directive of making sure The Washington Post had a clear audience strategy across all products, serving as the link between customers' needs and the business's operations.

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Laura Evans: The role of metrics and goals in the newsroom

  1. 1. Laura Evans, Ph.D. VP, Audience Development & Data Science Scripps Networks Interactive @evanslaurab HOW TO USE AUDIENCE INFORMATION IN A FRAGMENTED WORLD.
  2. 2. MISCHARACTERIZING “MOBILE” • Confusion springs from incorrect collapsing. • Think about the experience. Think about the user.
  3. 3. TOO MUCH FOCUS ON MULTIPLE DEVICE USAGE • Too much concern on cross-platform audience sizing. • Too little concern on action.
  4. 4. 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.
  5. 5. MIS-MEASURING SUCCESS • If you are talking year over year growth, you aren’t talking data. • Think about goals. Measure from there.
  6. 6. 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, wou ld lead to popular journalism. I already see that on TV”
  7. 7. 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.
  9. 9. How Does it Manifest Itself? We recognize the visitor from registration & data appendages We show modules recommending content she will like Recommends for you: Start your Personal Pages with the everything you love on one page >> We deliver an ad relevant to context and audience.
  10. 10. Current State The right buyer But not the right content The right content But not the right buyer
  11. 11. 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.
  12. 12. 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.