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.

The in-house, outsource question is always a big one.

“It’s the resourcing within the publishing industry in the analytic space that continues to be somewhat of a challenge,” says Catherine Grillot, director of analytics and consumer service at The Columbus Dispatch. “These vendors are vital to getting us to that next step of data driven strategies.”

“It’s very important but there are also so many companies out there, ” says Angela Cheng, business intelligence analyst at Atlanta Journal-Constitution. “So it’s also a challenge to find a good one to work with.”