New revenues through BIG DATA?

Amsterdam, October 14th 2014

New revenues through BIG DATA?

How to actually get started &

discover your options.

Management Consultants for Publishers

Amsterdam, October 14th 2014

New revenues through BIG DATA?

How to actually get started &

discover your options.

… plus a small detour.


…and a unicorn.

Image: flickr.com/photos/robboudon/6035811624/

Processing of an extremely large volume of structured and unstructured

data from internal and external sources in real time.

BIG DATA definition

Try googling “big data success”.

BIG DATA not loud enough?

Real time forecast of customer behavior and instant generation of

customized product listings.

BIG DATA examples

Predicting customers that are likely to cancel and

initiating fitting customer retention activities.

BIG DATA examples

Predicting success of producing original series based on

search and usage patterns of existing subscribers.

BIG DATA examples

That’s part of the problem.

BIG DATA all over the place.

Packaging /

Production Customer

Marketing

Distribution

Newsroom

Advertising

Content sourcing

Content creation

Sales Support

Hot spots of BIG DATA for you

Packaging /

Production Customer

Marketing

Distribution

Newsroom

Advertising

Content sourcing

Content creation

Sales Support

Innovation in the newsroom

data journalism, social media buzz


Packaging /

Production Customer

Marketing

Distribution

Newsroom

Advertising

Content sourcing

Content creation

Sales Support



Increasing ad sales

online…

through rich targeting, RTB, etc.

…and offline

combining existing client data with

external information


Packaging /

Production Customer

Marketing

Distribution

Newsroom

Advertising

Content sourcing

Content creation

Sales Support



Increasing ad sales

online…


…and offline



Retain subscribers in danger

of cancelling

with individualized offers

Optimizing distribution sales

utilizing customer data, adapt

media to target segments

Increase margins

with time- and user

dependent pricing


Packaging /

Production Customer

Marketing

Distribution

Newsroom

Advertising

Content sourcing

Content creation

Sales Support



Increasing ad sales

online…


…and offline



Retain subscribers in danger

of cancelling

with individualized offers

Optimizing distribution sales

utilizing customer data, adapt

media to target segments

Increase margins

with time- and user

dependent pricing

Reduced cost of returns

by improved demand forecasting


But many publishers are not.

Everyone should be on fire!

flickr.com/photos/60900612@N08/9285812653

Three reasons:

#1 see no application.

#2 fear of failure.

#3 no one to do it.

flickr.com/photos/60900612@N08/9285812653

Seriously. It applies to you.

#1: see that heat map?

Storage is cheap. Stop throwing insights away.

#1: all data is BIG DATA

For example: Subscription marketing or online advertising

#2: start a pilot project

flickr.com/photos/soldiersmediacenter/5051017814

Big Data means venturing into the unknown.

#2: set up for the long run

flickr.com/photos/soldiersmediacenter/5051017814

Silos breaking up / discussing data / algorithm envy

(psst… it’s a culture thing)

You will need in-house expertise. No matter what consultants say.

#3 invest in data science

flickr.com/photos/joao_trindade/4362414729

Rare like a unicorn: data scientist

Analytical skills

(reporting to machine learning)

IT skills

(databases, data management)

business-

minded

project

management

Junior (2-3 yrs.):

> 60 TEUR

Senior (10 yrs.):

> 140 TEUR € €€€



Go for Business Informatics majors / strength in analytics.

Add IT, PM capabilities. Don’t put them in the IT department!

#3: invest in data science

Get started.

Get started: heatmap area

small & iterating

own resources

Get in touch! Florian Hollender

@floho

www.schickler.com


New revenues through BIG DATA?

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