Leveraging Big Data. Jimmy Maymann

Transcription

1 Leveraging Big Data To Drive Your Business Forward Jimmy Maymann

2 A global media brand with 90m users worldwide Russia Canada United States United Kingdom France Spain Germany Italy Greece South Korea Japan Mexico Maghreb India 11 editions launched to date Brazil 16 editions launched by end of year 2015 Australia Source: comscore MMX worldwide PC users March

3 where content meets conversation A global media brand. Reaching more than 87M consumers worldwide in 11 different countries, with 5 additional editions planned by 2014 year end Connecting across screens. Facilitating conversations across desktop, live streaming, mobile, OTT, internet radio and cable wherever consumers go Real-time relevancy. With more than 350 reporters and editors plus 70,000 bloggers, a new piece of content is published globally every 58 seconds A passionate, social audience. An engaged audience, coupled with a powerful platform and premium content, provides an engine for brands A differentiated approach. As the #1 most shared content site on Facebook HuffPost provides personal relevance and drives deeper engagement SOURCE: COMSCORE MMX JANUARY 2014; INTERNAL PUBLISHING STATISTICS; NEWSWHIP NOVEMBER

4 influential voices that drive conversations news and business SUZE ORMAN AL GORE HILLARY CLINTON TONY BLAIR KATIE COURIC DESMOND TUTU entertainment AARON SORKIN ALEC BALDWIN ALANIS MORISSETTE RUSSELL SIMMONS JENNIFER GARNER BONO 70K lifestyle Highly Curated Bloggers SIMON DOONAN RACHEL ROY DEEPAK CHOPRA NATE BERKUS TORY BURCH OPRAH WINFREY tech and innovation SHERYL SANDBERG BILL GATES BIZ STONE RICHARD BRANSON LARRY PAGE MELINDA GATES 4

5 huffpost live join the conversation 22M monthly visitors 110M total monthly video views 22MIN+ time spent per visitor per day 1billion video views since launch (AS OF FEBRUARY 2014) SOURCE: AKAMAI DECEMBER 2013; VIDEO VIEWS - 5MIN ANALYTICS JANUARY 2014; UVs - OMNITURE DECEMBER ,300 average comments per day 5

6 90M Unique Visitors March 2014 Digital Media Platform SEO Social Mobile Video Unique Visitors (MM) comscore global traffic

7 big da ta: n. an accumulation of data too large and complex for processing by traditional database management tools

8 huffpost uses both big and small data Big Data Real-time Dashboards Social trends Recommendations Moderation Personalization Small Data Reporting Headline Optimization SEO Content Efficiency Consumer Research content optimization comment authentication native model efficacy advertiser regulations passive personalization

9 how our teams interact with data Editorial Editorial content is powers our optimized in line award winning with audience content traffic patterns Product & Tech Product & Tech site features and product brings us updates closer to are our made readers upon & across analyzing platforms audience behavior Business Business revenue streams optimized monetizes based and manages on robust our product-level revenue via ad and audience products analysis Analytics: provides insights across all aspects of HuffPost

10 our analytical approach why identifying potential opportunities to create a better user and advertiser experience what identifying the necessary data needs to analyze and scope these opportunities how putting in place the right processes and training to create an analytical culture

11 content optimized by data 1 why stories every day 00:00:58 a new piece of content is published globally 350 reporters & editors

12 content optimized by data 1 what real-time data to support the content generation process empower editorial resources to identify and amplify content around salient topics

13 content optimized by data 1 real-time stats dashboard and analytics platforms to power our entire editorial process what

14 content optimized by data 1 how 2,600,000 social entries in 24 hours hourly social entries Headline Adjustment 5 PM 11 PM 5 AM 11 AM 5 PM 11 PM Source: Internal Referral and PV Metrics

15 content optimized by data 1 how reaching audiences by day on desktop and at night on their mobile devices Source: Internal PV Metrics

16 content optimized by data 1 how parents are: mobile active on weeknights after kids bedtime engaged during weekend mornings 24,000 HuffPost Overall Cross-Platform views in 7 hours 41% HuffPost Parents Cross-Platform social referrals Source: Internal PV Metrics

17 comments are an integral part of our site 2 why 300,000,000 comments reached in 2013 How do comments affect the reader experience?

18 learning from research for a better comment and reader experience what 2 Conjoint Analysis Results 5-point rating scale Geography Specific location 0.23 General location 0.12 Job/School 0.14 Nothing / Feature N/A GEO NAME Name Full Name 0.20 Username / Nickname 0.00 Anonymous ICON Icon Presence Author picture 0.38 Non-human/avatar 0.34 no picture (default icon) Feature not available

19 actionable results for an 2 improved HuffPost community how GEO NAME ICON

20 proving the efficacy of new revenue models 3 why brand reflective quality content meeting client needs while maintaining the HuffPost voice and standards analytical & experiential shareable content increases brand visibility and drives social conversation talent writers, editors, designers, strategists

21 proving executing the tested efficacy solutions of new revenue for our advertisers models 3 what how HuffPost native solution Bravo ads + Bravo infographic our native solution achieved: sponsored content only standard display ads + Bravo infographic standard media only Bravo ads + non-sponsored content 2X higher brand recall over sponsored content only 1.3X higher brand recall over standard media only

22 adapting technology to help advertisers meet regulation 4 why Pharma advertisers face legal restrictions around sensitive content

23 adapting technology to help advertisers meet regulation 4 what JULIA identifies client-sensitive content and excludes pharma ads from serving

24 recommendations crucial to our recirculation strategy 5 why 40%+ of entries from recirculation sources

25 interests are exhibited through browsing behavior 5 what interest graphs are derived from algorithms that identify user level interest data

26 looking ahead: integrating audience interests into our recommendations and content how 5 audience interests to inform editorial strategy passive personalization to connect the right content to the right people

27 Conversations Start Here 2 7