Focused growth

(How data supports)

May 2016

Tom Betts

Chief Data Officer

Financial Times

@tombetts

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Focused growth

Data driven growth

Democratisation

Organisational focus

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FT in numbers

790,000 70%

Data drives growth

Putting customer data at the centre

Marketing

Advertising

Ed

itoria

l Pro

du

ct

Reporting & Analytics

Data products

Pe

rso

na

lisa

tion

C

RM

The value of Customer DNA

Co

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an

ies

Mark

ets

Wo

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Co

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en

t

Man

ag

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Pers

on

al F

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ce

Weeken

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Our special (subscription) sauce

Analytics-powered advertising

Personalised products

Behind our next stage of

growth..

Decentralised Centralised

Uncoordinated

Coordinated

x𝟏

x𝟐 x𝟑

Our data lineage

Engaging readers

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

It is not really about the numbers

Guess what?

1) Tools

3) Teams

Focus the entire

organisation on engaging

readers

Engaged readers =

Healthy customer base =

Best predictor of future revenues

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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)

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@tombetts