Building an Invested Audience
By Chris Herbert, SVP of Digital Operations and Strategy, CNN
At CNN Digital, our mission is to be the world’s most essential and engaging digital news provider. First rate journalism is no longer sufficient, we must also become a world class product organization. Here are three changes we’ve made in the last few years:
Cross-functional teams: Our journalists work side-by-side with experts in product management, technology, design, marketing, monetization, and data and analytics. We build experiences that provide value to our users and our advertisers, push technical boundaries, and are easy to use.
Test-and-learn approach: We constantly mine the data for insights into what’s working and what isn’t. We run tens of thousands of tests a year, on everything from layout changes to geo-targeted alerts to headlines.
Focus on our users and clients: What we want is people to invest time with us on a daily basis and to build a sustainable business model. But our users don’t care about time spent metrics; they want to know what’s going on in the world, to feel smart, to make informed decisions on who to vote for. Our advertisers care more about reaching the right people with the right message at the right time than they do about CNN’s business model. So, we focus a lot on ensuring that our work is in service of real user problems and real client needs, vs. our own internal goals.
Find me at MWC19, where I look forward to exploring these issues on the panel: Utilizing Data to Advance the Media & Entertainment Industry.
Learn a little more about me here.
Source: MWC Barcelona – Building an Invested Audience