My slidedeck for 3a edición de #MésPeriodisme: periodismo de datos | UIC http://www.uic.es/es/agenda-actividades/3a-edicion-de-mesperiodisme-periodismo-de-datos

1. SMART
JOURNALISM
Driven by Data
Isabel FernándezPeñuelas
Digital Director, Oracle EMEA

2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.

3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 3
Google Apple and Facebook have been
pushing Media backwards in the value
chain to place them at just one side:
Content Creation.
PEPE CEREZO
The information distribution
model has changed

4. Oracle Confidential – Internal/Restricted/Highly Restricted
JOURNALISM IS MORE
IMPORTANT THAN EVER
FOR THE MEDIA
INDUSTRY

5. “The model of digital news that tries to
replicate a wire service is falling out of
date, as native digital companies
experiment with other types of journalism.
We need to be as nimble and digitally
savvy..”
ANDRE MORSE
EXECUTIVE VICE PRESIDENT CNN U.S. & GENERAL MANAGER
OF CNN DIGITAL WORLDWIDE
$20
Million
Digital Expansion

6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Data is evolving
A need to listen and
exploit new 3D and
VR narratives
Oracle Confidential – Internal/Restricted/Highly Restricted 6
Immersive Journalism
Facebook Surround 360
MEGATREND
IMMERSIVE

7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 7
MEGATREND
VOICE

8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 8
Programmable robot
journalists are writing its
own story
HYPER-MEGATREND
CONVERSATIONAL
JOURNALISM

9. Messaging Apps have
surpassed mobile

10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Intelligent BOTS
Human-like conversations with Intelligent BOTS Service

11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Journalists Data & Machines in Partnership
Joey Marburger, the Post’s director of product,

12. MEDIA IS EVOLVING
FROM AN INDUSTRY
BASED ON
AUDIENCES
TOWARDS A
DATA-INDUSTRY

13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
“House of Cards was obviously a big bet for Netflix. But it was a
calculated bet because we knew Netflix members like political
dramas, that they like serialized dramas. That they are fans of
Kevin Spacey, that they like David Fincher.”
Oracle Confidential

14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential
Netflix’s secret algorithm is as a human
TED SARANDOS
Chief Content Officer
NETFLIX
TODD YELLIN
VP Product Innovation
NETFLIX
It is important to know
which data to ignore
Netflix does a lot so users
don't have to do

15. Big Data is
Key for
Journalism
1. Data has democratized
2. Big Data is Company Wide
3. The Panama papers have been possible
because today is possible to access
millions of data
4. Cloud provides data at scale and lower
cost

16. There are only 2 things you do with data…
Do things
better
Decide things
better
MANAGE – ACQUIRE – APPLY

17. CAPTURE
KEEP
USE
MANAGE ACQUIRE APPLY
• This is where most business are today
• Focus is upon Big Data / Data Lakes &
Single View of customer
• Lots of Capture & Keep but limited Use
• Data Driven Business is more than Big Data

18. Oracle Data Visualization
Get instant clarity with stunningly visual analysis and self-service discovery.

20. A new dashboard from the
FT shows editors which older
articles are popular with
readers and if they are being
found through search, social
media or internally

21. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
21
• Data-Driven Cross Channel
Marketing
Increase in sales
qualified leads
10%
Revenue growth through
e-commerce channel
12%
Key ResultsSolution
Oracle Confidential -Restricted
30% 175%Decrease in
opt outs
Increase in revenue among all
divisions worldwide
Thomson Reuters Uses Data to Start Conversations That
Boost Conversions

22. CAPTURE
KEEP
USE
OWN
BUY
SHARE
MANAGE ACQUIRE APPLY
• Majority of Businesses
use only Owned data
• Combining 1st party data
with 3rd party data, to
create new products and
services and experiences

23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved.
Oracle Data Cloud
Use Data-as-a-Service To Inform & Measure Business Decisions

24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 24
The Economist Reinvents Advertising Sales
and Achieves 10:1 Campaign ROI
• Data management
platform (DMP)
• Marketing automation
with CRM integration
Decrease in
acquisition costs
50%
Increase in brand
awareness in the US
64%
Key ResultsSolution
Oracle Confidential -
500%Of campaign target achieved in
12 weeks

25. CAPTURE
KEEP
USE
OWN
BUY
SHARE
ANALYTICS
ALGORITHMS
APPS
MANAGE ACQUIRE APPLY

26. Oracle Adaptive Intelligence
An Application-First and Blended Approach
Oracle is building applications—not a
platform—that integrate with your
existing technology for maximum TTV.
These Apps exploit data from Oracle’s
Data Cloud [5B+ consumer and business
profiles and cloud infrastructure.
Taking the best of machine learning,
human and rules- based controls.

27. Where Is Journalism on This Continuum?
A business
that has data
A business
driven by data
A business
that Anticipates

28. Characteristics of
Data Driven
Journalism
Drive “data value” across
connected ecosystems
Anticipates decisions based on
data
Use data for listening
1
3
4
2
Analyze new data formats (video,
voice)
Journalists and algorithms in
partnership
5

29. Data-Driven Integrated
Platform