olivier delteil, les echos, data driven newsroom, 13 june
Post on 19-Jun-2015
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DATA : READER & CONTENT PROFILING
O.DELTEIL GEN, 13TH MAY 2014
Two types of data are relevant for a modern news publisher :
2
Content data
[sémantic]
Reader data
[cookies]
3
THE ARTICLE as an ENTRY POINT
4
Standardized sémantic footprint! (IPTC) !
5
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
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