Forbes Analytics+: From Data To Answers
2020 Finalist

Forbes Analytics+: From Data To Answers

Forbes

New York, United States

Category Best Execution of Native Advertising

Overview of this campaign

In 2019, Teradata set out to elevate its brand perception as a thought leader in the predictive analytics space. The B2B software provider enlisted Forbes to create an original multi-platform publication that would engage an audience of CIOs, CMOs and IT decision-makers in a conversation about analytics.

We discovered a challenge they face: converting all the data their companies were capturing into meaningful answers. According to a Forbes Analytics+ survey, 97% of executives believe the role of analytics is crucial to a company’s success—yet only 11% say analytics have made significant contributions to their organizations.

Forbes Analytics+ surfaced insights from industry disruptors among the 11%. In textured, candid interviews, top-tier executives lifted the curtain on analytics-fueled innovation at companies including Siemens, FedEx, PayPal, LinkedIn, Stitch Fix, Mastercard, Lufthansa, Fitbit, Pandora, Cisco, Swiss Air, DeepMap, The Weather Channel, Affectiva, U.S. Bank, Teradata and more—their stories brought to life in visually stunning, immersive multimedia articles.

Across three digital issues, a print edition, animated social-first videos and events, we sparked a powerful conversation among the leading voices in analytics, creating a halo effect for Teradata. 

  • Issue 1, “Answers About Your Customers,” spotlighted businesses harnessing analytics to deepen the company-customer relationship. 

  • Issue 2, “Answers About Your Organization,” explored how companies optimize their businesses through smart analytics strategies.

  • Issue 3, “Answers About Our World,” highlighted agents of change solving culture, society and humanity’s most sweeping problems through data. 

Our goal with this publication was to prepare business leaders for an era in which analytics are no longer novelty but necessity. How do you build the agile organization that can adapt to constantly advancing technologies? How do you deploy smart data strategies while navigating evolving concerns around digital ethics? How do you make the leap from data capture to meaningful impact for your customers, your organization and the world we live in? Forbes Analytics+ explored the answers. 


Results for this campaign

In one of Forbes’ most ambitious multimedia campaigns yet, first-rate reporting, striking visual storytelling formats and an expansive roster of executive participants converged to create a premier destination for analytics-driven insights. 

Siemens COO Jan Mrosik took us inside the digital factory where AI fueled a staggering 4,000% productivity spike, while PayPal CTO Sri Shivananda unveiled what the payment giant has planned for commerce’s future. Affectiva CMO Gabi Zijderveld introduced the emotion-sensing robots shaping advertising’s frontier, and Mastercard revealed how its analytics service stopped McDonald’s from canceling All-Day Breakfast. Narratives unfolded through audio pull quotes, interactive graphics, video, animated timelines and more. 

As Nudge CEO Ben Young said when he named Forbes Analytics+ “Campaign of the Week,” the publication “effectively puts Teradata at the center of big data.” Featured executives (LinkedIn, Siemens, Mastercard, more) promoted their stories on social media, and major brands reached out, asking to participate. 

Forbes Analytics+ took the stage at the Forbes CIO and CMO Summits and custom events in London, New York and San Francisco, where Teradata executives served as panelists, engaging the C-suite audience online, in print and in person.

  • A digital content sentiment study revealed 84% of respondents related to workplace challenges covered in Forbes Analytics+.

  • Average time spent on articles exceeded Forbes mobile, tablet and desktop benchmarks.

  • From May 6-December 31, 2019, Forbes Analytics+ earned 34.6M native ad impressions and 1.4M page views. 75% of page views came from key geographies (US, UK, Singapore, Germany).

  • Forbes’ largest social media campaign to date, Teradata has earned 12.6M social media impressions. 

  • Forbes Analytics+ was natively distributed alongside relevant content on Forbes.com, in editorial e-newsletters and delivered with Forbes magazines.

  • After a successful first print run, 500 additional copies were printed to distribute at Teradata-sponsored Forbes events, including CIO and CMO Summits. 

  • Executives attending the 2019 Forbes CIO Summit, presented by Teradata, shared positive survey feedback: “This is an exclusive program that brings together the most dynamic industry trailblazers,” one attendee wrote.


Contact

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