By Ross Benes
Publishers have gotten data religion.
A few years ago, publishers began enlisting data scientists to help with audience building and monetization. But back in 2014, publisher data teams usually consisted of only a person or two. Since then, several publishers have expanded their number of full-time data experts. And their roles have grown too. Media data scientists are now developing apps based on machine learning, shaping content-management systems, teaming up with first-party data providers and testing augmented reality features. Here are a handful of large publishers that have increased their emphasis on data analysis.
In 2013, Mashable brought on Haile Owusu, who has a doctorate in theoretical and mathematical physics, as its chief data scientist to work on the site’s analytics tool that predicts which articles will go viral. Since then, Mashable has hired two additional full-time data analysts and added an intern. In the past year, the data team led by Owusu has helped shape Mashable’s new CMS and its Knowledge Graph tool, which tracks how branded content on Mashable is shared through social platforms, email and text messages. The team was not affected by the round of 30 layoffs Mashable did in April. “There was a pent-up demand for insights around the performance of our content,” Owusu said.
The tech network, which publishes Top Ten Reviews and Live Science, is a different type of publisher in its data focus and commerce-heavy strategy. Purch launched its own ad tech platform, Ramp, in 2014. Since then, its number of data scientists grew from one to five. Their focus is mostly on creating recommendation models that pair content with related consumer products. “We realized how much data we had and that we needed to analyze it to know whether we were charging the right price for advertising,” said Purch CTO John Potter. With Microsoft’s HoloLens, Snapchat’s Spectacles and Google Glass in the news, Purch’s data team has been testing augmented reality features in Purch-owned shopping app ShopSavvy.
Read the full article here: http://digiday.com/publishers/newsrooms-expanding-data-teams/