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Leading With Data: What Gets Measured Gets Managed

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In this module, INMA offers practical advice about how data helps lead discussions around identifying customer needs and driving performance of your products and services. Ruth Betz, director, digital news at Hamburger Abendblatt, shares how they deploy cross-disciplinary teams around the audience funnel to successfully manage the full customer journey, and what the costs and benefits are. Elisabeth Fernandes, chief data officer of Publico, reveals how their journalists, marketers, and product teams use data to make better decisions. Marek Kopec, group director product at Ringier Axel Springer, teaches us how one of the most data-savvy publishers in Europe has grown a loyal user and subscriber base, what role pricing plays, and how publishers can leverage martech to test price promotions. Marcelo Rizzi, chief technology officer, and Leonardo Dalera, chief data and analytics officer of Grupo Clarin, reveal how Clarin was able to out-compete others by designing a suite of internal data products, such as live dashboards, predictive analytics tools for content creators and distributors, and an automated tracker of their competitors. Caspar Woolley, founder and CEO of Sifted, takes a deeper look at engagement metrics: how they track more than usage, looking at gains in knowledge of its readers and how that lead to the success of their innovative recommender system.

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