1. 1
How @DePersgroep
turns Big Data
into smarter & actionable data
Approach and learnings
dirk.milbou@ persgroep.be
@dirkmilbou

2. *
59%
3%
6%
5%
14%
5%
8%
Newsmedia
Magazines
Financial media
services
TV
radio
Industrial services
De Persgroep : Belgium, The Netherlands, Denmark

3. Data strategy :
Create 360° consumer insights
and turn it into (real time) action
Unregistered
User
Registered User
Single copy
buyer
subscriber
member
Value(ARPU)
Customer journey’s
Engagement
LTV

4. Our program is build around 5 components
Collect Store Control Analyse Act

5. Collect
Data silos prevent a 360° single consumer view
Collect : Anonymous > login > social > profile
Sign in process is crucial

6. Make data available centrally
A new data architecture is needed
Avoid inconsistency in different applications
Store

7. Control
Data Governance to enhance customer experience :
Quality, Curation, Completeness
Data privacy and -protection to avoid leakage

8. Analyse
Make your data speak
Dashboarding = story telling
Descriptive and diagnostic
Datamodelling = scoring consumers for action
Predictive and prescriptive

9. Act
Without action, data is just a bunch of data
From multi-channel to omni-channel
Start your use cases from ‘act

10. Change is not easy
 Organizational challenge
 It is time- and cost consuming
 Tools and techniques evolve quickly
 Inject new skills, train your (data) people
 Start small, create evidence : you can’t define
everything upfront

11. 11
We love DATA for it’s BIG return
Not for it’s big complexity ;-)
dirk.milbou @ persgroep.be
@dirkmilbou