Editora Globo wants to create a dashboard that will help the newsroom’s decision-making process, hoping to evolve the way the news media company generates intelligence through data and then transform that into actions.

To do that, it identified five deliverables that would help reach those goals, explained Alexandre Cordeiro, digital strategy manager/head of product, marketing, digital transformation, and innovation at the company:

• Standardised set of KPIs.
• Method to follow up on tests and learnings/key findings.
• Easy-to-understand dashboard.
• Focus on execution.
• Automated dashboard with real-time updates.

The dashboard helped the team at Editora Globo — a family-owned media company that started in broadcast television and is now the largest media group in Brazil, with many newspapers and radio networks — focus on the user journey.

“An unknown user, we want to make him a subscriber, not a dormant, not a churned user. The dashboard shows us, on a weekly basis, what’s going on inside this funnel,” Cordeiro said.

Technical problems have slowed down Editora Globo’s timeline in getting the dashboard fully functional.

“We’re stuck on the coding phase, so we’re still trying to put all these KPIs together,” Cordeiro said. “It’s complex, and this is part of the learning.”

His advice for others on this journey is to get a version of the dashboard up and running quickly.

“Try to slice your project into small pieces and have them executed. Make it live so you can learn from it and hear from your stakeholders,” Cordeiro said.

He also urged teams to make sure the project priorities are aligned with the priorities of other departments such as marketing and commercial.

This case study originally appeared in the INMA report, The Benefits and Risks of Media Data Democratisation.

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