Focused growthHow to use data and research to create

customer led products and drive new revenue

March 2016

Tom Betts

Chief Data Officer

Financial Times

@tombetts

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Focused growth

Data driven growth

Our focus on engagement

Operating customer first

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FT in numbers

780,000 70%

Data drives growth

Putting customer data at the centre

Marketing

Advertising

Ed

itoria

lPro

du

ct

Reporting & Analytics

Data products

Pe

rso

na

lisa

tion

CR

M

The value of Customer DNA

Co

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an

ies

Mark

ets

Wo

rld

Co

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en

t

Man

ag

em

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t

Pers

on

al F

inan

ce

Weeken

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Secti

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in

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Our special (subscription) sauce

Analytics-powered advertising

Personalised products

Our engagement focus

Sharing stories

Reader comments

Facebook likes

Twitter followers

Time spent reading

E-mail alerts Attending

events

Retweets

App downloads

Multichannel

consumption

Our “north star”

Not everyone is a digital news junkie

Engagement 101

Not really about the numbers

Guess what?

1) Tools

2) Testing

-4%1%2%1%9%8%16%24%

42%

164%

-50%

0%

50%

100%

150%

200%

1st2nd3rd4th5th6th7th8th9th10th

RFV - 6,874RFV - 3,722RFV - 2,412RFV - 1,658RFV - 1,159RFV - 796RFV - 518RFV - 301RFV - 149RFV - 32

Up

lift

%

<<<< LESS ENGAGED

Consumption uplift by engagement decile

3) Teams

Focus the entire

organisation on engaging

readers

Engaged readers =

Healthy customer base =

Best predictor of future revenues

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And finally

Our revolution: direct to consumer + data

Why engagement really really matters

People over data..any day (aka how we put this into practice)

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@tombetts