Stephane Pere, Chief Data Officer, The Economist - CDO Europe 2017

@stephanepere

CHIEF DATA OFFICER:

AN AGILE EXECUTIVE FOR TODAY’S DYNAMIC DIGITAL MARKET PLACE

IT WAS FUN TO BE IN MEDIA…RIGHT ?

AND THE PARTY IS OVER3

UNTIL WE FACED A DIGITAL TSUNAMI

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SOME PUBLISHERS FELT LIKE THIS

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CDO’S MUST LEAD TRANSFORMATION

CHIEF DIGITAL OFFICER LEADS PRODUCT TRANSFORMATION

TO TRUE DIGITAL PUBLISHING EXPERIENCE

© The Economist Group 2016

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WHAT ABOUT THE CHIEF DATA OFFICER ROLE ?

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Start with a vision

OUR APPROACH

ELEVATE data as a corporate asset

PROTECT this corporate asset

LEVERAGE data as a revenue driver

EXPLORE the potential unlocked by big data

BUILD THE CAPABILITY TO UNDERSTAND, REACH AND

ENGAGE WITH

OUR TARGET CUSTOMERS AT

SCALE

OUR MISSION

MEET BROAD BUSINESS NEEDS11

Explain what it takes

FROM RESSOURCES TO BUSINESS IMPACT13

HOW WHAT WHY

RESOURCES CAPABILITIES BUSINESS APPLICATIONS

TECH

PEOPLE

ORG

INSIGHTS

DATA ACTIVATION

CURRENT BUSINESS MODEL

NEW BUSINESS MODEL

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Break it down

BUILD SUPPORTING CAPABILITIESTURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS

INS

IGH

TSD

ATA

AC

TIVA

TIO

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Focus first on revenue growth

DATA ACTIVATION:DIGITAL REACH CAPABILITY

IT IS POWERED BY OUR DMP (ORACLE) 18

AUDIENCES INSIGHTS SEGMENTATION ACTIVATION

CUSTOMER DATA BASE

WEB ANALYTICS

BANNERS

CONNECTIVITY & SEGMENTATION

PUSH NOTIFICATIONS

DISPLAY, MOBILE, VIDEO

MARKETING PERSONALISATION

SEARCH

OFF – DOMAIN CROSS PLATFORM ACTIVATION

SOCIAL MEDIA

DMP

CAMPAIGN ANALYTICS

3rd

PAR

TY1st

PA

RTY

E-MAILS

CROSS-DEVICE

19 Claim a broader Reach Tap into multiple Digital Budgets Convert Bigger RFPs Reduce subscribers CPA

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IDENTIFY ACTIONABLE INSIGHTS

MAPPING ENGAGEMENT & RENEWAL

WE DEVELOPED A SCALABLE & FUTURE PROOF INSIGHTS PLATFORM

OUR SINGLE CUSTOMER VIEW:A CLOUD BASED INSIGHTS CAPABILITY

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Next

connect the insights & data activation capabilitiesand

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

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YET, NEVER BEEN MORE EXCITING TIMES