Last updateThu, 11 Aug 2022 8am

Audience Insight, Analytics and Big Data Examined at World Ad Forum

News publishers are discovering they hold a treasure trove of data that can be used to improve services based on a better understanding of the audience. At the upcoming World Newspaper Congress, World Editors Forum, and World Advertising Forum, publishers will examine how they can use this data to generate new revenue as well.


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A session on "Audience insight, analytics and big data," is a highlight of the 23rd World Advertising Forum, to be held for the first time alongside the 65rd Congress and 20th Editors Forum, the global summit meetings of newspapers and news publishers, to be held from 2 to 5 June next in Bangkok, Thailand. The session will show how to use data to better understand audiences and measure their engagement, to increase attention and revenue.

"There definitely are benefits in using data across platforms and boundaries," says Henrik Bruun, Head of Circulation for Nordjyske Medier in Denmark, one of Europe's most innovative regional media companies, who will participate in the session and provide a case for using data in new ways to develop new products and services.

"We have been looking at customer contact points and how we can use the data we already have in optimising either our service or sales," he said in an interview with the World Association of Newspapers and News Publishers (WAN-IFRA), which is organising the Bangkok events.

More than 1,200 publishers, CEOs, managing directors, advertising directors, chief editors and their guests are expected in Bangkok for the World Newspaper Congress, World Editors Forum, World Advertising Forum and Info Services Expo 2013.

Nordiyske Medier is part of Nordiyske Holding, a media and communications group dating from 1767 whose objective is "to ensure freedom and independence through profitable operation based on innovation and dynamics." Located in the north of Denmark, Nordiyske Medier is one of the world's most modern media companies, with a wide range of media and a fully integrated workflow between the editing, sales and production departments.

Other speakers in the session include media analyst Jim Chisholm, who works with leading media companies, and other organisations, in more than 40 countries, and Andrew Green, Chief Marketing Officer of the research organisation Ipsos, based in the United Kingdom.

Mr Chisholm will review the encouraging trends that are emerging in news media consumption and revenue generation and will demonstrate how big data can make publishers more successful, richer and faster. Mr Green will present an overview of what is being done globally to develop measurements that reflect the new reality about the reach of multimedia news organisations – fusing readership samples with on-line measurement -- as publishers transform from print media into multiplatform distributors of quality content.



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