10:00 a.m.-12:30 p.m.
(New York time)
About this module
Media companies produce more great content that even their most dedicated users could read. And the user experience could be vastly improved if we could highlight these features that are most useful for a given user. Getting our users to be happier, read longer, and deepen their relationship also correlates with their value to us as a business. In our first module, we look at how publishers are thinking of ways to optimise on the basis of the individual user without losing their souls (or their minds).
10:00 a.m.-10:10 a.m. (New York time)Welcome and introductions
Entering Year 2 of INMA’s Smart Data Initiative, join new lead Ariane Bernard in an introduction that provides a brief overview of the master class and Module 1.Ariane Bernard, Smart Data Initiative Lead, INMA
10:10 a.m.-10:40 a.m. (New York time)A screen designed for each user at the South China Morning Post
Taking a hard look at the main prompts a user encounters on our screens — liking, sharing, downloading — South China Morning Post used personalisation to optimise the balance between content experience and promotion goals while improving the reader experience.Romain Rouquier, Vice President of Data, South China Morning Post, Hong Kong
10:40 a.m.-11:10 a.m. (New York time)How to approach personalisation
What do we mean when we say we optimise for a personalised experience? Erica Greene will share some of the learnings from her experience as a machine learning engineering manager at Etsy and The New York Times to identify some of the problems with Big Tech’s approach to personalisation and some proposals for how media companies can do better.Erica Greene, Senior Engineering Manager, Datadog, United States
11:10 a.m.-11:20 a.m. (New York time)Personalising the user journey to reduce churn
A personalised customer journey relies on the ability to recognize the user in the first place. Using their customer data platform, MediaNews Group is powering a personalized experience and engagement strategy. Jason Kristufek, who works on subscription best practices across MediaNews Group's digital properties, will present their work on how they leverage BlueConic's capabilities.Will Barker, Principal Customer Success Manager, BlueConic, United States Jason Kristufek, Retention Manager, MediaNews Group, United States
11:20 a.m.-11:50 a.m. (New York time)Iterating through personalisation at Dow Jones
How Dow Jones approaches personalisation across their brands and functions and makes personalisation intentional in product development through a crawl-walk-run approach is the focus of this case study presentation.Dan Kent, Director of Product Management, Personalisation, Dow Jones, United States
11:50 a.m.-12:20 p.m. (New York time)Building a toolbox for content recommendations at The New York Times
Anna Coenen will share some insights from leading a team that builds real-time content recommendation algorithms at The Times. She will lay out the main components of their recommendation system and talk about how the team partners with product teams and the newsroom to bring recommendations to New York Times readers.Anna Coenen, Director of Data Science, The New York Times, United States