The Conversation 如何使用数据做出明智的决策.pdf

1、Focusing on the right data doesnt have to be hardINMA APAC Summit(August 2024)Anyone can republish our content for free Evidence-based info should be accessible to everyone Republish to spread trusted information to more peopleGlobal news organisation Newsrooms in Australia&New Zealand,UK,US,Canada,

2、France,Africa,Spain,Indonesia,BrazilAcademics and researchers writing 150+editors commission and work with experts to produce content,accessible to a wider audienceKhalil A.CassimallyHead of Audience InsightsThe ConversationKnown benefits of audio narrations from across the news industryData is a st

3、rategic level for growthThe simplest way to think about dataFocus on whats important Be clear and aligned with the organisations objectives and/or north star Define goals that feed into the objectives and/or north star Determine meaningful and actionable data that give insights into those goalsKnown

4、 benefits of audio narrations from across the news industryExample:user needs workQuarter Life series/verticalLaunched content series for Young Professionals based in the UK(YP)target audienceProblem to solve:YPs dont feel they are served well by media organisationsSolution:Be more valuable to YPs u

5、nderstand their needs Produce and distribute more valuable contentRead more:Quarter Life,The ConversationQuarter Life series/verticalQuarter Life series/verticalVery valuable to audiences+55-65%user engagement on social+52%user engagement on-site+17%total PVs Partnerships and republication:Fast Comp

6、any,Pblico,Noa,CNNThree years later Launched an in-person event In partnership with Waterstones To address needs of the target audienceResearchDataDecisionDecision-first approach Determine what it is that we want to achieve(the decision)Figure out the data that needs collecting to inform the decisio