Agenda


Thursday, March 10

More personal products and experiences

Supported by




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).



Today's classes

10:00 a.m.-10:10 a.m. (New York time)

Welcome and introductions

Ariane Bernard 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

Naren Katakam 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

Hilde Maartmann-Moe Sommerstad 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

Will Parker Jason Kristufek 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

Dan Kent 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 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


12:20 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Thursday, March 17

Module 2: Data to enable innovation and drive change

Supported by





10:00 a.m.-12:30 p.m.
(New York time)

About this module

Most media companies have had data operations for a long time: They were called business intelligence, and their examination of data was for the long-term understanding of the business or users. In this module, we look at data that we directly act on: That helps guide a team, that delivers value to our commercial partners, and that helps a subscription team think of new ways to rescue of flagging user before they leave us.


Today's classes

10:00 a.m.-10:10 a.m. (New York time)

Welcome and introductions


10:10 a.m.-10:50 a.m. (New York time)

More data, more problem

Gilad Lotan Do you feel like your data is working against rather than supporting you? Does dataset sprawl become a liability rather than an asset? BuzzFeed went through the painful process of completely replacing its foundational data instrumentation. In this session, learn about the journey through this refactor — but also, the value they unlocked for teams across the company.

Gilad Lotan, VP, Head of Data Science and Analytics, BuzzFeed, United States


10:50 a.m.-11:30 a.m. (New York time)

Predictive data for our customer journey: Les Echos’ story

Violette Chomier Paywall optimisation is a great application of data, but what happens after conversion? Groupe Les Echos created an early model to predict whether a user would churn.

Violette Chomier, Chief Data Officer, Groupe Les Echos, France


11:30 a.m.-12:10 p.m. (New York time)

La Nación and one number to rule them all

Victoria Riese Sometimes, you can serve constituents across the organisation with one new data point. La Nación designed a new article score that supports the newsroom and the subscription team. In this session, learn how this score got built.

Victoria Riese, Chief Data Officer, La Nación


12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Thursday, March 24

Module 3: Privacy and first-party data

10:00 a.m.-12:30 p.m.
(New York time)

About this module

The changes around personal data privacy legislation are part of a broader societal shift about how much data we can and should try to obtain about our users. The shift has commercial impact and marketing impact. But when all is said and done, it forces us to reset what we build, how we build it, and what may actually be commercial upsides. In this module, we look at how publishers are responding to this challenge by changing the way they work or the way they market. After all, in these parts, we were always about smarter data — not necessarily more data.


Today's classes

10:00 a.m.-10:10 a.m. (New York time)

Welcome and introductions


10:10 a.m.-10:50 a.m. (New York time)

Building your first-party data strategy for the entire customer lifecycle at Hindustan Times

Saurabh Goel With a very diversified user base and catalogue of products, Hindustan Times knew their first-party data strategy needed to cover a lot of ground. Saurabh Goel, the head of product at HT, will take us through their first-party data strategy and some of the ways they have put it to use. And this question which emerged from this work: Should publishers work together in consortiums to pool some of their first party data in the first place?

Saurabh Goel, Head of Product, Hindustan Times, India


10:50 a.m.-11:30 a.m. (New York time)

Taking a look at Nucleus Measure, News UK’s newest data tool

Meera Panchal Nucleus Measure leverages News UK’s new first-party data to bring insights to commercial partners that extend beyond click metrics. Meera Panchal pilots the development of a suite of tools leveraging News UK's first party data and sees the project as having many applications across the whole organisation.

Meera Panchal, Senior Analyst, News UK


11:30 a.m.-12:10 p.m. (New York time)

Washington Post’s privacy engineering team and process

Aram Zucker-Schraff In order to address the question of privacy more comprehensively, The Washington Post has created a new engineering team focused on data privacy. Aram Zucker-Schraff will share the story of the team he’s been building.

Aram Zucker-Schraff , Engineering Lead, Privacy & Security Compliance, The Washington Post


12:10 p.m.-12:30 p.m. (New York time)

Takeaways of the day and Master Class conclusions


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