While many publishers are still in the awkward adolescent stages of data adoption, the Financial Times had a head start capturing reader information, thanks to having a metered subscription model since 2007.
The FT has been using that data to build direct relationships with its readers, according to Tom Betts, the FT’s chief data officer.
Betts joined the FT in 2009 and last September became the first data head to join the publisher’s board, recognizing data’s importance in growing its subscriptions and audience. Today, he heads up a 30-person team focused on customer analytics and research. Here are lessons from Betts on data maturity and driving audience engagement.
Comments
No comments on this item Please log in to comment by clicking here