INMA Big Data report distills emerging road map for media companies


The emerging Big Data editorial, audience, and advertising road map for news publishers is the focus of a new report released this week by INMA.

Titled “Making Big Data Smarter for Media Companies,” the new INMA report features 17 profiles of how media companies are implementing Big Data. The report explores the cultural, strategic, personnel, and foundational ramifications of how publishers get their arms around data and make it actionable.

To download the Big Data report: 

Among the report’s highlights:

  • What makes up “Big Data” for media companies in the long-term (audience, advertising, editorial) vs. short-term (ad-serving software and CRM).
  • Emerging strategies for leveraging Big Data, including oversight, centralisation, data leakage, and hiring.
  • Practical applications of Big Data: editorial, advertising, new products, subscriptions, mobile, and programmatic.
  • Profiles of 17 media companies and where they stand today with Big Data.

“If Big Data is the art of making complex data sets actionable, Big Data for media companies is about changing the culture, strategy, personnel, and foundations to grow value faster through data-based decision-making,” said Earl J. Wilkinson, executive director and CEO of INMA and the report’s co-author. “The new INMA report aims to distill the early days of Big Data for media companies aiming to move in this direction.”

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