1

How @DePersgroep

turns Big Data

into smarter & actionable data

Approach and learnings

dirk.milbou@ persgroep.be@dirkmilbou

*

59%

3%6%5%

14%

5%8%

NewsmediaMagazines

Financial media

services

TV

radioIndustrial services

De Persgroep : Belgium, The Netherlands, Denmark

Data strategy :

Create 360° consumer insights

and turn it into (real time) action

Unregistered User

Registered User

Single copy buyer

subscribermember

Val

ue

(AR

PU

)

Customer journey’sEngagement

LTV

Our program is build around 5 components

Collect Store Control Analyse Act

Collect

Data silos prevent a 360° single consumer view

Collect : Anonymous > login > social > profile

Sign in process is crucial

Make data available centrally

A new data architecture is needed

Avoid inconsistency in different applications

Store

Control

Data Governance to enhance customer experience :

Quality, Curation, Completeness

Data privacy and -protection to avoid leakage

Analyse

Make your data speak

Dashboarding = story telling

Descriptive and diagnostic

Datamodelling = scoring consumers for action

Predictive and prescriptive

Act

Without action, data is just a bunch of data

From multi-channel to omni-channel

Start your use cases from ‘act

Change is not easy

Organizational challenge

It is time- and cost consuming

Tools and techniques evolve quickly

Inject new skills, train your (data) people

Start small, create evidence : you can’t define

everything upfront

11

We love DATA for it’s BIG returnNot for it’s big complexity ;-)

dirk.milbou @ persgroep.be@dirkmilbou