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INMA looks at practical insights of using data to make product decisions and will hear from those that have built outstanding products in news. Meet the people behind the products and hear of how they got there. Digital consultant Dmitry Shishkin reflects on his experience at the BBC and Culture Trip to emphasise that before you build anything you must identify consumer needs and wants by listening to your data. Vhanya Mackechnie, vice president product at South China Morning Post, reveals SCMP's subscription paywall journey that included a couple of false starts and a successful recovery through making data-driven choices on product features and pricing. Cecilia Campbell, chief marketing officer of United Robots, shares best practices in news automation worldwide. Danny Sanchez, senior product manager at USA Today Network | Gannett, takes us through the ambitious launch of USA Today's Sports Plus: how it was built, how Gannett decided which features to build first, why timing was essential, and how this project aligns to the company North Star goals. Caspar Llewellyn Smith, chief product officer of Guardian News & Media, reveals decisions made throughout development of The Guardian's live blog product, arguably one of the best examples in the industry.