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Winning on Data
The Come Back of the MEDIA Industry!
Lutz Finger
at
Future Media Forum (Ria Novosti)
Do we have a Problem?
Many Media Companies could be better
in placing Ads than Facebook.
If they would COLLECT and USE
their data.
Lutz Finger
	
  
Book	
  :	
  MiningData.biz	
  
Blog	
  :	
  LutzFinger.com	
  
	
  
www.facebook.com/lutz.finger	
  
@LutzFinger	
  
The Media Industry
Mindshare / Reach
Expertise
The Media Industry
Mindshare / Reach
Expertise
Power of
Social
Networks
Source:	
  Kun	
  Liu	
  et.	
  al.	
  ACM	
  2011	
  
Is this helpful?
You are what you Do and not what
your Friends do.
0%	
  
5%	
  
10%	
  
15%	
  
20%	
  
25%	
  
30%	
  
Click	
  Through	
  Rate	
  x	
  Reach	
  
Source:	
  Kun	
  Liu	
  et.	
  al.	
  ACM	
  2011	
  
Ad Placement
Media has the super DATA to
deliver efficient Ads.
Forget REACH – Go with CRT x
REACH as your Focus.
OBJECTIONS
“Today we do not know
most of our readers.”
CEO of a Media
Company
Careful: Do the Data Test
How much data do you GIVE?
How much data do you GET BACK?
The Media Industry
Mindshare / Reach
Expertise
INFLUENCER = EXPERT
•  Opinion leaders (Katz 1955)
•  Influentials (Merton 1968)
•  Law of the Few (Gladwell 2000)
A few persons decide what we do…?
Dear Marketers,
There is no influencer. It’s a myth.
Reality: Homophily
Source:	
  Kevin	
  Lewisa,	
  Marco	
  Gonzaleza	
  and	
  Jason	
  Kaufman	
  (2012):	
  PNAS	
  Vol	
  109,	
  no	
  1	
  
•  4 years
•  1001 Students on Facebook
•  traditional Self-reported Data
•  How did taste Spread
Influence is often overestimated. It needs:
•  Reach
•  Readiness
•  Topic Dependence
REACH is the KNOWN Game
•  Aja Dior M.?
•  AP News?
Aja Dior M.
omgg, my aunt tiffany who work for
whitney houston just found whitney
houston dead in the tub. such ashamed
& sad :(
45 min
What and How?
•  What to Measure?
•  How to use it?
CONTENT
•  What they READ ?
•  How they REACT ?
•  What they SAY ?
•  What OTHERS say?
Analyze Engagement
on	
  the	
  courtesy	
  of	
  	
  	
  
Analyze by Audience
Source:	
  PeerIndex	
  
Analyze Competitors
ArPcle	
  Count	
  
on	
  the	
  courtesy	
  of	
  	
  	
  
Timing
“whenever we write
about a topic.. Our
readers love it, search
for it…
and Google gets all the
revenue.”
CEO of a Media Company
Min.	
  at	
  start	
  of	
  the	
  week	
  
Max.	
  every	
  Saturday	
  
Timing is Everything
Source:	
  Google	
  Trends	
  
Max.	
  every	
  Monday	
  
Min.	
  every	
  Saturday	
  Search	
  Frequency	
  Search	
  Frequency	
  
What	
  are	
  the	
  SEARCH	
  terms?	
  
Min.	
  at	
  start	
  of	
  the	
  week	
  
Max.	
  every	
  Saturday	
  
Timing is Everything
Source:	
  Google	
  Trends	
  
Max.	
  every	
  Monday	
  
Min.	
  every	
  Saturday	
  Search	
  Frequency	
  Search	
  Frequency	
  
What	
  are	
  the	
  SEARCH	
  terms?	
  
“Job”	
  
“Vodka”	
  
Max.	
  every	
  Sunday	
  
Timing is Everything
Source:	
  Google	
  Trends	
  
Max.	
  every	
  Monday	
  
Min.	
  every	
  Saturday	
  Search	
  Frequency	
  Search	
  Frequency	
  
What	
  are	
  the	
  SEARCH	
  terms?	
  
“Job”	
  
Max.	
  every	
  Saturday	
  
Be a Data Driven Organization
10th June 2011:
2.6 million readers had to look for a new SUNDAY paper
Where are new Customers?
Indicated
desire to
switch
1%
Former
NOTW
subscribers
4%
Daily star on
Sunday
15%
Daily Mail
22%
Sunday Mirror
26%
Sun On
Sunday
8%
Sunday Herald
2%
Sunday Time
7%
The Observer
2%
Sunday Star
2%
Sunday Sport Standard
2%
Star on Sunday
9%
General / Misc
5%
To Which Sunday Paper?Ready to Switch?
95% no info on switching
Timeframe:	
  Jul	
  2011	
   Source:	
  
Invest in Quality Journalism
Did the Citizen Journalist…
Kill the Journalist?
Quality Journalism
Example: Online Reviews
Arjun	
  Mukherjee	
  et.al.	
  	
  
Quality Journalism = TRUST
Thanks
MiningData.biz
LutzFinger.com

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