1.
Winning on Data
The Come Back of the MEDIA Industry!
Lutz Finger
at
Future Media Forum (Ria Novosti)

2.
Do we have a Problem?

3.
Many Media Companies could be better
in placing Ads than Facebook.
If they would COLLECT and USE
their data.

4.
Lutz Finger
Book
:
MiningData.biz
Blog
:
LutzFinger.com
www.facebook.com/lutz.finger
@LutzFinger

5.
The Media Industry
Mindshare / Reach
Expertise

6.
The Media Industry
Mindshare / Reach
Expertise

7.
Power of
Social
Networks
Source:
Kun
Liu
et.
al.
ACM
2011

8.
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

9.
Ad Placement

10.
Media has the super DATA to
deliver efficient Ads.
Forget REACH – Go with CRT x
REACH as your Focus.

11.
OBJECTIONS
“Today we do not know
most of our readers.”
CEO of a Media
Company

12.
Careful: Do the Data Test
How much data do you GIVE?
How much data do you GET BACK?

13.
The Media Industry
Mindshare / Reach
Expertise

14.
INFLUENCER = EXPERT
• Opinion leaders (Katz 1955)
• Influentials (Merton 1968)
• Law of the Few (Gladwell 2000)

15.
A few persons decide what we do…?

16.
Dear Marketers,
There is no influencer. It’s a myth.

17.
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

18.
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

19.
What and How?
• What to Measure?
• How to use it?

20.
CONTENT
• What they READ ?
• How they REACT ?
• What they SAY ?
• What OTHERS say?

21.
Analyze Engagement
on
the
courtesy
of

22.
Analyze by Audience
Source:
PeerIndex

23.
Analyze Competitors
ArPcle
Count
on
the
courtesy
of

24.
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

25.
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?

26.
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”

27.
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

28.
Be a Data Driven Organization
10th June 2011:
2.6 million readers had to look for a new SUNDAY paper

29.
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:

30.
Invest in Quality Journalism
Did the Citizen Journalist…
Kill the Journalist?

31.
Quality Journalism

32.
Example: Online Reviews
Arjun
Mukherjee
et.al.

33.
Quality Journalism = TRUST

34.
Thanks
MiningData.biz
LutzFinger.com