10:00 a.m. – 10:15 a.m. (New York time)

Welcome and introductions

A brief overview of what this Town Hall will cover and of the 8-month-long Audience Analytics Accelerator organised by Meta Journalism Project and INMA, in collaboration with the International Center for Journalists. Preview of a new INMA report on data democratisation.

10:15 a.m. – 10:30 a.m. (New York time)

Keynote: The role of data in business transformation to customer-centric

The guide to align data strategy with business strategy of a news media company: how to know more about news consumers and have deeper insights than competitors, how to use these insights to outcompete others in serving customers, and how to motivate employees to innovate for customers. What role does data and AI play in this transformation?

10:30 a.m. – 11:00 a.m. (New York time)

Case study and panel discussion: Forming data-positive culture

Practical examples of audience analytics initiatives that help share the right data to the right people at the right time, so they can make better decisions. How to avoid the trap of “crap” analytics? What metrics to show and to whom? How to make your editors fall in love with readers’ feedback?

11:00 a.m. – 11:40 a.m. (New York time)

Case study and panel discussion: Knowing readers and their journeys

As publishers shift from content to audience analytics, they learn new data skills, such as segmenting readers to tailor products and marketing, or predicting their behaviours, such as subscriber churn. Increasingly, publishers run-data informed experiments to test their ideas. What skills do you already have and what do you need to learn?

11:40 a.m. – 11:55 a.m. (New York time)

Keynote: Applying data to grow engagement, reader and advertising revenue

Smart companies use data and AI to redefine how they deliver value to customers, and how they compete with other firms. Data and AI enable greater scope, scale, learning, and improvement. What can be achieved in a few years if the management and the key departments focus on accelerating their business?

11:55 a.m. – 12:25 p.m. (New York time)

Case study and panel discussion: Business applications of data

Practical examples how audience analytics helps to drive engagement and revenue. What investments in technology and people does the growth require? And how do publishers measure the success of their strategies and tactics? What initiatives do they prioritize?

12:25 p.m. – 12:30 p.m. (New York time)

Summary and takeaways

At the end of the Town Hall, we will synthesize the biggest learnings of the session and share with you the take-aways you shall bring home.