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Audience and content metrics, analytics, workflows for news media

Smart Data Initiative

Sharing insights and best practices on creating value with data analytics for media companies and incorporating a data-positive culture across organisations

Scope of the Initiative

Tying data to business strategy

Data plays a critical role in accelerating digital transformation of news media. We surface best ways to align data initiatives to editorial and business objectives. Build a business case for the investment in data infrastructure and partnerships.

Practical applications

Armed with data insights and through rigorous experimentation, news publishers aspire to engage audiences better, grow reader revenue and reinvent advertising in the post-third-party cookie era. Benchmark your efforts with the peers. Discover opportunities. Scale experiments.

Data fundamentals

New tech and data infrastructure becomes a backbone for digital publishing. Understand the technology stack required to enable monetisation. Register, log in your audiences to unlock the value.

Advances in data analytics

Thanks to machine learning and AI, publishers learn more about customers and their journeys, predict behaviours, and segment them to better fit their products, services, and their marketing mix. Unleash the potential of new methods and technologies.

Data-positive culture

As media companies reset their internal culture around engagement, they democratise the use of data for decision-making and make it central to their day-to-day work. Share ideas and inspire change at your organisation.



Subscribe to a bi-weekly Smart Data Initiative newsletter. Sign up here

Slack channel

Get the latest news, insights, and meet your peers. Sign up here

Video meet-ups

Join our debates at the bi-monthly members-only meetings. See schedule here


Access our global membership’s vast learnings distilled into good reads.

Master Class

Link to the best data minds, exchange ideas at our Smart Data Master Class in June. Register now


Tap into the "state of data" in news media at the Product and Data For Media Summit in October. See plans here

Smart Data Initiative Leader

Heading the Smart Data Initiative for INMA is Grzegorz (Greg) Piechota, the association's researcher-in-residence. Former senior researcher at Harvard and Oxford universities, he started his career in journalism and led the newsroom of Gazeta Wyborcza in Poland. The book he wrote with Professor Thales Teixeira, Unlocking the Customer Value Chain, was recognised the Best Marketing Book of 2019 by Strategy+Business magazine.


INMA's Smart Data Initiative aspires to provide a blueprint for revolutionising publishers’ value propositions, operating and monetisation models, while maintaining their missions and values. We aim to transform the online news business and make journalism sustainable by helping publishers analyse and act on data in new and creative ways.