CHIEF DATA OFFICER:

AN AGILE EXECUTIVE
FOR TODAY’S DYNAMIC
DIGITAL MARKET PLACE

@stephanepere
IT WAS FUN TO BE IN MEDIA…RIGHT ?
UNTIL WE FACED A DIGITAL TSUNAMI
AND THE PARTY IS OVER 3
SOME PUBLISHERS FELT LIKE THIS
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CDO’S MUST LEAD TRANSFORMATION

5
CHIEF DIGITAL OFFICER LEADS PRODUCT TRANSFORMATION
TO TRUE DIGITAL PUBLISHING EXPERIENCE
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© The Economist Group 2016

WHAT ABOUT THE CHIEF DATA
OFFICER ROLE ?
 9

Start with a vision

 OUR APPROACH OUR MISSION

BUILD THE CAPABILITY TO

ELEVATE data as a corporate asset UNDERSTAND, REACH AND
ENGAGE
PROTECT this corporate asset WITH
OUR TARGET CUSTOMERS
LEVERAGE data as a revenue driver AT
SCALE
EXPLORE the potential unlocked
by big data
MEET BROAD BUSINESS NEEDS
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Explain what it takes
FROM RESSOURCES TO BUSINESS IMPACT
13

HOW WHAT WHY

TECH
CURRENT
INSIGHTS BUSINESS MODEL

PEOPLE

NEW
BUSINESS MODEL
ORG
DATA ACTIVATION

RESOURCES CAPABILITIES BUSINESS APPLICATIONS

 Break
it down
BUILD SUPPORTING CAPABILITIES
TURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS

ACTIVATION
DATA
INSIGHTS
 Focus first on
revenue growth
DATA ACTIVATION:
DIGITAL REACH CAPABILITY
 IT IS POWERED
BY OUR DMP (ORACLE) 18

AUDIENCES INSIGHTS SEGMENTATION ACTIVATION

PUSH NOTIFICATIONS
PARTY

BANNERS
3rd

DMP
E-MAILS
CONNECTIVITY & SEGMENTATION
CAMPAIGN ANALYTICS
PARTY
1st

CUSTOMER DATA BASE

MARKETING PERSONALISATION
OFF – DOMAIN CROSS
WEB ANALYTICS DISPLAY, MOBILE, VIDEO
PLATFORM ACTIVATION

SOCIAL MEDIA
CROSS-DEVICE
SEARCH
 Claim a broader Reach 19

 Tap into multiple Digital Budgets

 Convert Bigger RFPs
 Reduce subscribers CPA
 Then
optimize
IDENTIFY ACTIONABLE
INSIGHTS
MAPPING ENGAGEMENT & RENEWAL
WE DEVELOPED A SCALABLE & FUTURE
PROOF INSIGHTS PLATFORM
OUR SINGLE CUSTOMER VIEW:
A CLOUD BASED INSIGHTS CAPABILITY
 Next

connect the insights & data activation capabilities

and
power marketing automation
THE KEY IS TO BRING THE BUSINESS ALONG WITH YOU
IDENTIFY AND EMPOWER DATA CHAMPIONS
IN EACH KEY BUSINESS AREAS
STEER CROSS-FUNCTIONAL TEAMS
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Make everyone feel special
 The journey
might feel like this
YET, NEVER BEEN MORE EXCITING TIMES
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