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.

Ryan Thornburg, digital journalist/professor at UNC Chapel Hill Graduate School of Journalism in North Carolina, USA, shares his advice on driving engagement with a strong digital audience data strategy in this video. In addition, media executives answer these questions:

How has your media company engaged audiences through a strong audience data strategy?

What are some of the biggest challenges to creating and using good audience data?

How important do you think audience data strategies are as a whole for the industry?