Suggestion

Tear down this wall! Using marketing data for content creation

This is for a Panel in the category for a Intermediate audience.

The big data revolution has brought a renewed sense of importance to audience stats. Unique visitors, social followers and engaged time rules the day. But who the hell are these people and what are they doing here? This panel aims to explore the relationship between news consumption and purchasing behavior and discuss the value of customer data for editorial.

The panel will tackle these questions:

1. How can e-commerce purchases tell you more about your readers?
2. Are customer personas appropriate for a newsroom?
3. How can newsrooms A/B test new sections and content types?
4. How can past performance predict what content is likely to convert visitors into paying customers?

How does your submission contribute to the diversity of the conference?

With traditional media in a state of disruption and many talented journalists struggling to find meaningful work, the opportunities in brand journalism should be relevant for many attending ONA14. We have plenty of valuable insights to share but we'd also be open to participating in a panel discussion with representatives from other content brands/media outlets driven by a culture of testing, metrics and big data. Our contribution to diversity lies in the fact that that we represent a unique and new voice in the discussion, and we hail not from one of the coasts but from the heartland (Indianapolis).

What will your audience have gained by the time your session is over?

Suggested Speakers

Brock Benefiel | @brockbenefiel

Sue Wiltz | @SueMW

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