News Corp - Data Driven NYC // June 2014 (28)
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DATA SCIENCE AT NEWS CORP Rachel Schutt, Chief Data Scientist 24 June, 2014
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News Corp Chief Data Scientist Rachel Schutt presented at June's edition of Data Driven NYC. News Corp is a global vertically integrated media company with properties in film, television, cable, magazines, newspapers, and publishing.
Transcript of News Corp - Data Driven NYC // June 2014 (28)
DATA SCIENCE AT NEWS CORPRachel Schutt, Chief Data Scientist!
24 June, 2014
DATA DRIVEN NYC / 24 JUNE, 2014
RACHEL SCHUTT
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Became Chief Data Scientist at News Corp in October 2013. Previously a Data Scientist at Google in New York, and is a published author and professor at Columbia.
DATA DRIVEN NYC / 24 JUNE, 2014
OUR BUSINESSES
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NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXX
DATA STRATEGY
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• Chief Data Scientist— new role !
• Responsible for global data strategy, as component of global technology strategy, led by CTO, Paul Cheesbrough
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• Many interesting ways data & journalism intersect
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• Building a data culture !
• Initial strategy —> Shift in strategy !
• In close collaboration with SVP—Platforms, Simon Smith
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!
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
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Make data part of our DNA
People Internal experts supported by world-class partners A cross functional team of doers and implementers Prefer investment in talented people over tools
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Technology Best in class data tech stack Everyone in the team should be able to code Create data products in preference to static reports
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Values Agile - fast moving, focused on business results Collaborative engagement model with stakeholders Strong design ethos - using visuals to tell stories with data
Data
Technology
Journalism
DATA DRIVEN NYC / 24 JUNE, 2014
WHAT KIND OF DATA DO WE HAVE?
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NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXXNEWS CORP AND DATA
MOST SYSTEMS PRODUCE LOGS
Commerce Call Centre Billing Sales & Circ Web Logs Device Logs Ad Logs Social
NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXXNEWS CORP AND DATA
WHY ARE LOGS IMPORTANT
time
User ID Sub Date Cancel Date Status
1 2014-04-01 - Trialist
2 2014-03-15 - Subscriber
3 2014-02-15 2014-04-15 Canceled
User1: Signup
User2: Signup
User3: Signup
User1: Start Trial
User2: Start Trial User2: Finish Trial
User3: Start Trial User3: Finish Trial User3: Cancel
ULTIMATE TRUTH SNAPSHOT IN TIME
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
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Traditional enterprise data warehouse approach…
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
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Our approach…
DATA DRIVEN NYC / 24 JUNE, 2014
THE DATA SCIENCE PROCESS
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DATA DRIVEN NYC / 24 JUNE, 2014
SOME EXAMPLES DATA SCIENCE IN ACTION
Churn Models
Propensity Analysis User Behavior Modeling
DATA DRIVEN NYC / 24 JUNE, 2014
DATA + JOURNALISM
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• Business side vs news room • Data Scientists should learn from journalists • Data Visualization and Infographics in reporting
• NLP in news room • Data-driven decision making in news room • Driving high quality traffic that converts to subscriptions
• Paywall model • Acquisition and retention-- predictive modeling
• How can data help shape the future of news?
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