focused growth - tom betts, ft at dmx dublin 2016
TRANSCRIPT
Focused growthHow to use data and research to create
customer led products and drive new revenue
March 2016
Tom Betts
Chief Data Officer
Financial Times
@tombetts
1
Focused growth
Data driven growth
Our focus on engagement
Operating customer first
2
3
FT in numbers
780,000 70%
Data drives growth
Putting customer data at the centre
Marketing
Advertising
Ed
itoria
lPro
du
ct
Reporting & Analytics
Data products
Pe
rso
na
lisa
tion
CR
M
The value of Customer DNA
Co
mp
an
ies
Mark
ets
Wo
rld
Co
mm
en
t
Man
ag
em
en
t
Pers
on
al F
inan
ce
Weeken
d
Secti
on
in
tere
st
Our special (subscription) sauce
Analytics-powered advertising
Personalised products
Our engagement focus
Sharing stories
Reader comments
Facebook likes
Twitter followers
Time spent reading
E-mail alerts Attending
events
Retweets
App downloads
Multichannel
consumption
Our “north star”
Not everyone is a digital news junkie
Engagement 101
Not really about the numbers
Guess what?
1) Tools
2) Testing
-4%1%2%1%9%8%16%24%
42%
164%
-50%
0%
50%
100%
150%
200%
1st2nd3rd4th5th6th7th8th9th10th
RFV - 6,874RFV - 3,722RFV - 2,412RFV - 1,658RFV - 1,159RFV - 796RFV - 518RFV - 301RFV - 149RFV - 32
Up
lift
%
<<<< LESS ENGAGED
Consumption uplift by engagement decile
3) Teams
Focus the entire
organisation on engaging
readers
Engaged readers =
Healthy customer base =
Best predictor of future revenues
1
And finally
Our revolution: direct to consumer + data
Why engagement really really matters
People over data..any day (aka how we put this into practice)
2
3
@tombetts