“Part of our brand identity is to offer serendipity in a curated way.”
“It’s about instrumenting the data.”
“We’re not data guys. We’re business people ... who understand the power of data and what it means to do good business.”
“Sometimes, it’s the things that are not happening that are just as interesting as the things that are.”
“We produce a lot of reports in this industry.”Quotes from Laura Evans
“What is data science? Inherently a process, not a person. Piece by piece taking data apart and developing reports around it.”
“The relationships are tighter on programming and marketing and less so on content creation.”
“The data is your customer; it’s then telling you what’s good and what’s not.”
“Growing one-on-one relationships with users requires multiple data points.”
“(I have) computer scientists, technical engineers, statisticians ... I believe a lot in formal education.”Quotes from Irene Lee
“Data is now part of our DNA.”
“Knowing what readers want to read, and when they want to read it is very important.”
“We’ve grown into wellness in the last year by understanding what our user wants and supporting that with data.”
“We use data to expand into new categories.”
Greg brings deep experience in building and leading high performance analytics teams that advance strategic decision making, customer relationship management and product innovation. His responsibilities at the Globe include all data analytics and research related to customer and audience acquisition, engagement and retention.
About Laura Evans
Laura Evans is vice president of audience development and data science at Scripps Networks Interactive (HGTV, DIY Network, Food Channel, Cooking Channel, Travel Channel and Great American Country). In this role, Evans leads audience development, data analysis, development and deployment of analytics across all SNI digital products, digital marketing execution, customer service, and audience strategy through leveraging data and its management.
About Irene Lee
Lee serves as the Director of Marketing at Refinery29 for the past two years. She previously was the Senior Marketing Manager at Bluefly and Microsoft.
Greg Doufas, vice president of data science and audience intelligence with The Globe and Mail, outlined for delegates of the INMA World Congress four major components to think about when it comes to Big Data: infrastructure and technology, data itself, talent, and value objectives.
These components then relate to four separate practices: transparency, experimentation, relationship management, and innovation.
Through these methods, data can be used to help understand and better accommodate the consumer. With experimentation, for example, new approaches can be tried without having to wait.
“The ability to change the form factor could take months, sometimes years,” Doufas said. “Here, we can experiment in real time.”
Laura Evans, vice president of audience development and data science for Scripps Networks Interactive, discussed the importance of data scientists and the power of understanding data through her definition of data science.
“Inherently a process, not a person,” Evans said. “Piece by piece taking data apart … and developing reports around it.”
This leads to a multi-step process that includes understanding what the most important goal is, working with a data warehouse, and reviewing and analysing incoming data.
Through this process comes lessons learned by the company. One of the lessons learned involves the way consumers interact or don’t interact with what they are seeing: “What they didn’t click is as important as what they did.”
Irene Lee, director of data and nnalytics for Refinery29, discussed the different ways the company follows data and makes changes to posts and content accordingly. With publishing about 50 articles a day, understanding how that content is received and understood is important to Lee and her position in relation to other groups producing more content.
“We don’t have a lot of content when we compare ourselves to the other media companies that are here,” Lee said.
Lee uses data as input into an editorial calendar, which will help decide how many articles should be written and what the subject of those articles should be — all based on data. After that process is complete, content strategy people look at it again to see if anything was missed or if anything has changed.
With using data in the future, Lee is hoping to be able to add personalisation to the mix, where people would be able to receive content that they wanted to receive through their e-mail.
“Knowing what readers want to read and when they want to read it is very important,” Lee said.