Big Data allows DB Digital to do two important things, Gyan Gupta, the company’s CEO, explained at Big Data for Media Conference in London in 2017:

1. Personalise the user experience. “We believe if you want to have a loyal user, the user has to really like the site. So one of the bigger focuses for us is user engagement. We believe that Big Data — through recommendation, through personalisation — helps us really get closer or helps us achieve that objective.”

2. Drive internal efficiencies. “We’re using Big Data actively with our editorial team by giving them systems and tools that helps them to prioritise the news, look at what’s working, what’s not working, as a real-time tool.”

His advice for other media companies?

“There’s so much happening in Big Data. It’s very easy for someone to get confused about where they should start. We started with what our core objectives were. So as a business, you have to define what is the most important metric that you have for your organisation. For us, we identified that engagement was the most important metric.”