Sue has advice for traditional media companies that want to be data businesses. Here are a few of her recommendations:
1. Start with people who understand your market and your customers, who are insightful and metrics-oriented. Preferably your people, who can decide what should be known about readers and how to tie that to trends that are happening.
2. Ruthlessly define the highest priorities on which to focus,
before trying to deal with a huge problem or wish list. Capture only the data that you know will be useful to your customers.
3. Develop a plan – telling how you will collect the data and what you are going to do with it. A plan that you can build on incrementally and adjust based on what you discover. Do you, in fact, have the right talent, the right technology?
4. Start small – possibly with just one brand that has the most tech-savvy customers who can actually help you test out the implementation on a smaller scale.
5. Go with the basics - if demographic information is sketchy, enrich that first before trying to collect a lot of additional behavioral information.
6. Do all you can with the technology you have – rather than choosing a new technology and then trying to figure out what to do with it. This will educate and enable your team to approach the new technology that you finally pick.
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and don’t miss the opportunity to join those
who are leading the continuing
B2B media transformation...
at
MediaGrowth Summit 2021
in-person in Chicago, October 5th and 6th
