Olivier Delteil, Les Echos, Data Driven Newsroom, 13 June
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This document discusses using reader and content data for news publishers. There are two main types of relevant data: content data like semantic metadata, and reader data from cookies. The data can be used for purposes like content marketing, managing reader dashboards and the newsroom, decision making, predictive analysis, upselling group products, audience targeting, personalized content, dynamic offerings, and optimizing advertising. The goal is to create a virtuous data circle to improve distribution, marketing, and monetization.
![Two types of data are relevant for a modern
news publisher :
2
Content data
[sémantic]
Reader data
[cookies]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Olivier Delteil, Les Echos, Data Driven Newsroom, 13 June
- 1. DATA : READER & CONTENT PROFILING O.DELTEIL GEN, 13TH MAY 2014
- 2. Two types of data are relevant for a modern news publisher : 2 Content data [sémantic] Reader data [cookies]
- 3. 3
- 4. THE ARTICLE as an ENTRY POINT 4 Standardized sémantic footprint! (IPTC) !
- 5. 5
- 6. 6 DATA 360 (iptc) #TROLL (twitter analytics) reader/customer Profiling External DataBases Les Echos Data video script Xiti analytics Semantic on Les Echos MARKETING! • Content marketing ! • Readers dashboard! • Newsroom management! • Decision making! • Prédictive analysis tools! • Les Echos Group products upselling (content & services) ! DISTRIBUTION! • Audience! • Subscription! • Content personnalization! • Targeted emails! • Dynamic offerings! AD! • Value added CPM! • Branded content! • RTB optimization! DATA virtuous circle