Tuesday, November 30

10:00 a.m. – 10:15 a.m. (New York time)

Welcome and introductions

Greg Piechota A brief overview of what this Town Hall will cover and of the 8-month-long Audience Analytics Accelerator organised by Meta Journalism Project and INMA, in collaboration with the International Center for Journalists. Preview of a new INMA report on data democratisation.
Claudia Gurfunkel

Greg Piechota, Researcher-In-Residence, INMA, United Kingdom

Claudia Gurfunkel, Director, News Partnerships, Latin America, Meta, Brazil

10:15 a.m. – 10:30 a.m. (New York time)

Keynote: The role of data in business transformation to customer-centric

Riske Betten The guide to align data strategy with business strategy of a news media company: how to know more about news consumers and have deeper insights than competitors, how to use these insights to outcompete others in serving customers, and how to motivate employees to innovate for customers. What role does data and AI play in this transformation?

Riske Betten, Digital Director, Mediahuis Nederland, The Netherlands

10:30 a.m. – 11:00 a.m. (New York time)

Case study and panel discussion: Forming data-positive culture

Enrique Gómez Mariano Blejman Riske Betten Practical examples of audience analytics initiatives that help share the right data to the right people at the right time, so they can make better decisions. How to avoid the trap of “crap” analytics? What metrics to show and to whom? How to make your editors fall in love with readers’ feedback?

Riske Betten, Digital Director, Mediahuis Nederland, The Netherlands

Mariano Blejman, Chief Digital and Product Officer, Grupo Octubre (Página/12), Argentina

Enrique Gómez, Chief Operating Officer, Grupo AM, Mexico

11:00 a.m. – 11:40 a.m. (New York time)

Case study and panel discussion: Knowing readers and their journeys

Guilherme Vieira David Hinojosa Aguirre Alexandre Cordeiro As publishers shift from content to audience analytics, they learn new data skills, such as segmenting readers to tailor products and marketing, or predicting their behaviours, such as subscriber churn. Increasingly, publishers run-data informed experiments to test their ideas. What skills do you already have and what do you need to learn?

Alexandre Cordeiro, Digital Strategy Manager, Editora Globo, Brazil

David Hinojosa Aguirre, Deputy Director of IT Research and Development, Grupo Reforma, Mexico

Guilherme Vieira, Director of Business, Technology and Operations, Gazeta do Povo, Brazil

11:40 a.m. – 11:55 a.m. (New York time)

Keynote: Applying data to grow engagement, reader and advertising revenue

Gareth Lloyd Smart companies use data and AI to redefine how they deliver value to customers, and how they compete with other firms. Data and AI enable greater scope, scale, learning, and improvement. What can be achieved in a few years if the management and the key departments focus on accelerating their business?

Gareth Lloyd, Head of Research and Analytics, Media24, South Africa

11:55 a.m. – 12:25 p.m. (New York time)

Case study and panel discussion: Business applications of data

Leonidas Mejia, Gareth Lloyd Giulianna Carranza Practical examples how audience analytics helps to drive engagement and revenue. What investments in technology and people does the growth require? And how do publishers measure the success of their strategies and tactics? What initiatives do they prioritize?

Giulianna Carranza, Chief Data Officer, El Comercio, Peru

Gareth Lloyd, Head of Research and Analytics, Media24, South Africa

Leonidas Mejia, IT Manager, Grupo OPSA, Honduras

12:25 p.m. – 12:30 p.m. (New York time)

Summary and takeaways

Maíra Carvalho, Greg Piechota At the end of the Town Hall, we will synthesize the biggest learnings of the session and share with you the take-aways you shall bring home.

Greg Piechota, Smart Data Initiative lead, INMA, United Kingdom

Maíra Carvalho, Lead, News Media Partnerships, Brazil, Meta, Brazil

Questions? Contact us

Tom Corbett

Head of European Division
Tel.: +32 486 37 13 36

E-Mail me

Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

E-Mail me

Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

E-Mail me