In September, INMA awarded 30 young professionals around the world with its fifth “30 Under 30” award as part of its Young Professionals Initiative. This is the eighth in a series of 30 features about the impressive rising media stars who are shaping our industry.

In just two years at Gannett, Andrea Skeith has made remarkable contributions to the company, guided by her prowess in analytics, strategic thinking, and innovation.

As a senior data analyst, Andrea’s work has significantly impacted several key initiatives, such as playing a pivotal role in optimising modal targeting to reduce non-pay subscriber churn. This initiative led to a 124% increase in unique visitor impressions and a 13% click-through rate, contributing an impressive US$224,000 in annual non-pay revenue.

Her ability to leverage data to drive such substantial results underscores Andrea’s strategic mindset and analytical skills.

In addition to her work on modal targeting, Andrea initiated the development of new dashboards with rigorous tracking capabilities. These dashboards provided valuable retention insights for A/B testing and evaluated the impact of opinion coverage. Through this work, the company has been able to make better informed decisions, and the initiative has enhanced the overall effectiveness of Gannett’s retention strategies.

Andrea has also evaluated external partnerships and identified key learnings around tracking, pricing, free trials, and audience alignment. These findings directly informed pricing strategies and captured the interest of executives. Her analyses have been instrumental in shaping the company’s approach to partnerships and pricing.

Beyond her technical contributions, Andrea has championed knowledge-sharing within the organisation. She hosted data office hours, fostering collaboration and continuous learning across teams. This initiative not only enhanced team cohesion but also promoted a culture of data-driven decision-making.

Andrea’s commitment to professional growth is evident in her pursuit of continuous learning. She has earned the Google Analytics certification and is working toward a second accreditation. 

Her ability to blend quantitative insights with compelling storytelling has been crucial for driving engaging, audience-centric content strategies. As she continues growing in her career, Andrea is eager to remain at the forefront of industry trends and best practices.

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