return Home

Download Innovation 2015 chapter: Is data collection, analysis and use in decision-making the single most important thing you can do?

Almost all the decisions you and your team make - advertising, editorial, social media, events, ecommerce and new product decisions - can and should be influenced, perhaps heavily, by your data. This chapter extract from Innovation in Magazine Media 2015-2016 World Report looks at how you can get it right.

John Wilpers, editor of the FIPP Innovation in Magazine Media 2015-2016 World Report offers advice for gathering, organising, analysing, interpreting, and acting on data:

• Collect the traditional measures (page views, unique visitors) because advertisers still like those

• Collect social share data (Facebook posts, shares, retweets, Pinterest pins, etc.) because they demonstrate some level of engagement and contact with non-subscribers/followers

• Collect the newest measures (total time reading, attention, etc.) because they might actually reflect impact and predict behaviour

• Collect the classics (conversions, subscriptions, etc.) because they demonstrate loyalty and commitment

After collecting the data, apply them as appropriate against your biggest challenges and goals (subscriptions, new products, interactions, conversions, return visits, etc.).

Interpret what the data says about your performance in each case and what the data suggests in terms of improvement. Develop an action plan including various tests of your hypotheses that can be proven or disproven by subsequent data.

And then do something with it, because most publishing companies don’t. Almost every publishing company collects and reports data, but too few outside of the mega-publishers have teams (or individuals) tasked with the responsibility to analyse, interpret, and make strategic recommendations based on data.

Wilpers concludes: "In fact, data analysis and interpretation should be the top action item on the agendas of every editorial and advertising meeting. The first order of business should be to examine progress against short-, medium- and long-range goals as indicated by the data, and discuss what the data suggests in terms of strategic and tactical pivots."

Download the full data chapter from Innovation in Magazine Media

Order the Innovation in Magazine Media World Report

  • ‘Pay gates’ perform better than paywalls, proves Swiss news publisher

    A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".

    14th Mar 2019 Features
  • Productivity hacks for magazine editors

    After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.

    18th Mar 2019 Features
  • New mobile story formats: lessons learnt thus far

    It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.

    18th Mar 2019 Features
  • How technology is changing content marketing

    There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation. 

    18th Mar 2019 Features
  • Facebook's director of media partnerships on how publishers can work with the platform

    Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.

    18th Mar 2019 Features
Go to Full Site