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."
The website for the 42nd FIPP World Media Congress in Las Vegas, USA is now live along with our Super Early Bird offer with savings of more than $1,000 per ticket on final rates for individual bookings!16th Jan 2019 FIPP News
Launched in 2007, DIS (Digital Innovators’ Summit) is a premium international media innovation bringing together delegates, speakers and sponsors from around the world.7th Jan 2019 FIPP News
The media industry has recently lost two well admired leaders.3rd Dec 2018 FIPP News
Less than 24 hours remain for you to book your DIS2019 (Digital Innovators’ Summit) tickets at our discounted pre-agenda rate, offering savings of €600/ticket.30th Nov 2018 FIPP News
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One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.14th Jan 2019 Features
As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.14th Jan 2019 Industry News
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