Editor’s note: INMA’s Data Insights Conference explored the practical steps media executives should take now to leverage data for significant audience and revenue growth. This video is one in a series showcasing the most important messages from the conference.

Andy Monfried, CEO of Lotame, discusses why data is so important for the news media industry and why “the most over-used term in marketing ... and in the digital ecosystem is this word data.”

In addition, media executives answer these questions:

How can news media companies use data to bring in new revenue?

How do you think data helps our industry in the future?