Data Driven: The right content at the right time to the right audience. Media has lost the channel... but the world needs their brands.

1. LutzFinger.com
Mobile The Channel
Data the Driver
@LutzFinger
Photoby:DrewOlanoff/Twitter

2. LutzFinger.com
Disclaimer
This presentation is solemnly my
own opinion and does not
necessarily represent the opinion of
my employers.

3. LutzFinger.com
DataContent
Lost
Channel
You
Are
Needed
You
Can
Win
Reach

4. LutzFinger.com
Last 8 years: 2x TIME Spent
Source: KPCB - 2015 Internet Trends Report

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But The Game Has Changed
Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)
1. print media DIED

6. LutzFinger.com
The Game Has Changed
Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)
1. print media DIED
2. home page DIED

7. LutzFinger.com
The Game Has Changed
Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)
1. print media DIED
2. home page DIED
3. apps took OVER

8. LutzFinger.com Size Matters
(Religions of This World)

9. LutzFinger.com Size Matters
(Proportion by Members*)
* only member - not necessarily ‘active’ members

10. LutzFinger.com Size Matters
(Proportion by Members*)
* only member - not necessarily ‘active’ members

11. LutzFinger.com
The Impact Of Reach
Aja Dior M.
omgg, my aunt tiffany who work for
whitney houston just found whitney
houston dead in the tub. such ashamed &
sad :(
Ask–Measure–Learn&CourtesyofGiladLotan
45 min

12. LutzFinger.com
AP news
Ask–Measure–Learn&CourtesyofGiladLotan
45 min
later!

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Monetization Is Happening
* Till 2010 Facebook Revenue is overall revenue - after 2010 it is Ad Revenue
Source: numbers from DLD presentation from Scott Galloway

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Mobile Is The Anti Print
Source: KPCB - year 2015 in review

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But: Winner Might Take It All*
Others
* 2015 Revenue Share on Mobile Advertisements

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Platforms Control The Monetization
Source: http://bit.ly/1QHpiOD

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But It’s Not Game Over Yet
Dead vs. Alive

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Fashion and Design Over Time
Data taken from a Study done by L2 Inc.
2013 2014 2015

19. LutzFinger.com Should You Enter The App
Business?

20. LutzFinger.com Should You Enter The App
Business?
Source: The 2014 U.S. Mobile Apps Report-comScore MobiLens

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Text The New UX

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But Also Apps Might Be Failing
From the Facebook PR From Wired Magazine

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Who Knows What’s Next?
Forget the Channel - Focus On The Core

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Broadcasting ≠ Intention
Awareness ≠ Influence

25. LutzFinger.com
DataContent
Lost
Channel
You
Are
Needed
You
Can
Win
Reach

26. LutzFinger.com
Explosion of Content
http://www.kpcb.com/internet-trends

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Content By Everyone
Source: http://nbcnews.to/1PYGUDv

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Varying Quality
Crowd
Project to
sing Daisy
Bell
Source: http://www.bicyclebuiltfortwothousand.com/

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Content By Businesses
.
by Tactic- http://bit.ly/1pgNfyB

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How To Get Organized?

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Right Content - Right Time

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Fake Stories That Spread
Source: http://www.cision.com/us/2012/11/prweb-icoa/

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Influence The News
Source: Ask Measure Learn - Book by Lutz Finger and Soumitra Dutta
55%

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Trusted Brand

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Understand Content
Project Lightning
Axel Springer’s UpDay

36. LutzFinger.com
Selection Is A Statement
Michelle
Obama
Anders
Breivik

37. LutzFinger.com
DataContent
Lost
Channel
You
Are
Needed
You
Can
Win
Reach

38. LutzFinger.com
Content = Data
Publishers Need To Understand Usage Data

39. LutzFinger.com
ASK the right Questions.
MEASURE the right data
– even if it is not Big data.
Take Actions and LEARN
from them.
?

40. LutzFinger.com
To create economic opportunity for
every professional in the world.

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You At LinkedIn
Source:LinkedIn

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Actionable Insights
ASK is often the hardest Part

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ASK the right Questions.
MEASURE the right data
– even if it is not Big data.
Take Actions and LEARN
from them.
?

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Data by itself
is
USELESS
Information by itself
is
USELESS
Only Action Counts!

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Most Common Questions
• Better Content
• Placement Of Advertisement
• Channel Control (where & when)

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There Is Not ONE Metrics

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Engagement
might not mean
Performance
Neither does
Click Rate.
Source:Upworthy&TheVerge
And Some Might Be Misleading

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Example Content Metrics:
• Other News
• Trending Content
• Sentiment
• Emotionality
• Time
• Weather
• Promotion Pressure
• Reader Demographics
• …
Data Is Needed
Awe
Anger
Sadness
Anxiety
Source:JonahBergeret.al.–likelihoodtogetontoNYNewsletter

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• Other News
• Trending Content
• Sentiment
• Emotionality
• Time
• Weather
• Promotion Pressure
• Reader Demographics
• Audience Behavior
• …
Trending Is Important

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Linkedin’s Publishing Platform
● Short Form - to create Trust
● Long Form (background Story)
● Data Analytics
Source:LinkedIn

51. LutzFinger.com
Source:LinkedIn
• Other News
• Trending Content
• Sentiment
• Emotionality
• Time
• Weather
• Promotion Pressure
• Reader Demographics
• Audience Behavior
• …

52. LutzFinger.com
Reach
Data
XX
Content
Trust / Brand
X
http://j.mp/thxlutz