Tor Jacobsen is SVP consumer marketing and revenue at Schibsted Media. He will speak at the 8th Data & AI for Media conference in London about how Schibsted leverages data and AI to acquire and retain subscribers.
Schibsted’s data and analytic capabilities are primarily located close to the market and the brands. Data competences, primarily focusing at behavioural data, is paired with research, insight and business expertise to ensure that it drives actual business value. The output from the data can both be data driven products and decision support.
The core of the Schibsted’s strategy is to minimise number of weak links in the processes of refining the raw data into insights and actionable conclusions. The data and analytics is seen as a crucial component in the vast majority of the core processes of editorial and consumer business rather than a standalone function.
To ensure rapid development and high focus at business application a scalable data architecture will be crucial. Machine learning, AI, is a common component already used in various predictive models. However, developing the methodology itself is not in focus but the applications are.
We use audience data for several purposes such as statistical modelling, content optimisation, pricing (both B2C and B2B), segmentation, optimisation of customer service etc. The overall objective is to provide our users and customers with relevant and personal(ised) experiences through fully data driven products.
We use audience data to identify new opportunities and optimise core processes across most of our business. How we do this varies from project to project and process to process. I believe this is more a of a mindset question: We need to make informed decisions. Looking at audience data is a very easy way of working data informed.
I believe data and AI will continue to be extremely important going forward. Our first experiences with algorithms running our front pages, optimising advertising sales and improving how our products work are mostly positive. We believe that a combination of human creativity and smarter technology will help boost our business going forward. A higher degree of machine learning in our processes doesn’t have to imply less human interaction. Human creativity and fingertip feel can be enhanced with well design decisions support.
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