Blog Layout

Strategies to Turn Your Data into Insights and Revenue



The word data has become one of the buzz words in marketing and advertising. In the past, companies researched industry trends and used analysis by industry experts. Now, all departments play a role in collecting data about customer to help customize the online experience.



This is mainly done by being intentional in tracking your customer journey across team interactions and various newspaper platforms. To better track your user experience and journey, develop a set of rules to help mark the data points you need to capture. These data points will help establish common traits and values, which will create original and specific avenues to monetize your data. Learn to see your data as one of your main assets that will have a measurable impact on your bottom line.



Analysis Over Reporting



There are two ways to look at your data – numbers or insights. Many times just the numbers themselves do speak volumes about the success or failure of a project. But usually you really need to work with your data. This is where your insights come in. Use your data to answer what the numbers mean for your newspaper and what specific actions you need to take to change and improve the metrics you are measuring.



As you establish the context, there will be more buy-in from all departments to execute the action plan presented. Discuss and show how this will affect your business and the importance these actions will carry for each department. Consider using real examples from accounts that have benefited from slight changes in marketing projects and how your customer service has helped provide better service options that also drove increased customer spend.


Analysis will also include evaluating visitor expectations. When you review what content was most viewed and how that content was accessed, the visitor’s decision to click your link can be evaluated. Even your bounce rates inform your team that the topic is of interest but the content did not meet the expectations of your audience. This is an opportunity for your team to generate a new direction or revise some of your main points.


Data Insights Form an Action Plan



Data insights come from the right analysis, and the right analysis comes from your measurement criteria. Your measurement criteria is driven from your main business questions and objectives. Your data might challenge or change your business objectives as you discover certain user behaviour that might not match up with your business questions.


Make sure you have segmented your data correctly. As you group user behaviour data that share the same criteria in common, this will help narrow down the information and make it easier to dig deeper. But if your initial assumptions are wrong, do not hesitate to go back to the beginning. Remember that interesting findings do not always translate into actions.



Your action plan needs to include specific problems that you are solving. Maybe more than one major problem will pop-up from the data about your content and site. The important step is to prioritize them and focus on the top of the list. Take your time to quantify your actions with number and deadlines. If there is no way to keep your team accountable, the plan will not accomplish its purpose. Do not miss to make your plan easy to monitor and help your newspaper to achieve a higher level of performance.


Use Data Visualization to Back Actions


After the initial stage of executing your plan, you need to account for all the effort taken to complete these actions. Your data story needs to convey the positive improvements that have been accomplished. Do not forget to include how and why, with focus on what actions will still be used moving forward.



The best way to illustrate how valuable your actions have been, is to use visualization. Sometimes data can be harder to describe because it is just numbers on a page. For example using progress charts can help show the actual change that has taken place from simple percentages to actual relationships and patterns between your measurement criteria. Not only that, you can use visualization to identify emerging trends for your brand.


meaning to the data by using correlated visuals to help your team discover the solution all together. The main focus is to extract the potential value of the data that will translate into revenue growth. Relevant and profitable patterns can remain hidden in between the numbers and columns of your analytics.



Simply collecting the data is not why analytics is so popular. Data helps to provide an overview of why something is not working and ways this can be improved. Your initial data will help you gain insights and put together a strategy for where your newspaper is heading. Activate your data to optimize the information to drive true business value and turn it into revenue.


19 Oct, 2020
AdPerfect, one of the leading obituary platforms used by media companies across North America, will provide its technology and expertise to The Seattle Times, the most read local news and information company in the Pacific Northwest. The AdPerfect Obituary platform provides readers and customers with an exceptional experience for sharing the life and memories of a loved one who has passed. The platform provides a modern user interface and an efficient self-serve option for funeral homes and private parties to place obituary notices. “We’ve worked closely with AdPerfect for a number of years on other products and their customer service, attention to detail and willingness to be a true partner is second to none”, said Gary Smith, VP of Advertising – The Seattle Times AdPerfect was acquired by Tribute Technology last August, a company that provides funeral management and website software to 70% of the funeral home businesses in the U.S.A and Canada. Today, with a direct connection between AdPerfect’s obituary software solution and local funeral home’s software, this never-before-seen opportunity is quickly being adopted by hundreds of local media outlets. “We’re ecstatic to have The Seattle Times take advantage of our obituary platform, as the devotion and admiration they enjoy from informed readers throughout the Pacific Northwest demonstrates how committed they are to their customers. Being able to provide The Seattle Times and funeral homes in the Seattle area with a fully integrated platform will mean better service for families” said Jim McIntosh, Executive Chairman of AdPerfect. About AdPerfect AdPerfect is the most trusted provider of mobile-friendly self-service advertising solutions for publishers and newspapers. We build reliable online platforms and engaging interfaces focused on attracting advertisers, driving user traffic and growing print and digital revenue. For more than a decade, we have always been, and continue to be, committed to designing technologies that support the evolving needs of the media publishing industry. For more information, contact Jim McIntosh, Executive Chairman, AdPerfect at jim.mcintosh@adperfect.com or phone 604.760.9039.   About The Seattle Times The Seattle Times serves the Northwest with independent, Pulitzer Prize-winning journalism, as the region’s most trusted news media company, dedicated to public service. The Seattle Times is the second largest newspaper on the West Coast and the most-visited digital information source in the state. Founded in 1896 by Alden J. Blethen, The Seattle Times is now led by the Blethen family’s fourth and fifth generations. It also owns the Yakima Herald-Republic and The Walla Walla Union-Bulletin About Tribute Technology Tribute Technology is the leading technology provider for the funeral and death care industry. Tribute Technology provides website design and development; online obituary applications; case management software; extensive funeral payment technology including credit card processing, ACH payments, crowdfunding, financing, and life insurance assignments; floral eCommerce solutions; digital marketing services; and personalization software for keepsakes, funeral stationery, and video. Tribute Technology's goal is to be the turnkey funeral technology solution for funeral homes and publishers across North America.
08 Sep, 2020
In partnership with the Local Media Association’s Digital Summit, Daryl Hively of Guarantee Digital conducted podcasts with each of the Association’s many Research and Development partners prior to the start of the conference. In this episode, Daryl sat down with Matthew Ipsan, to learn more about the AdPerfect freemium model, how the company is focused on helping the industry find new and sustainable business models and how the acquisition of AdPerfect by Tribute Technology is a game changer for local media companies.
04 Sep, 2020
Kirsten and Matthew were joined by guests Ashley Montroy, Executive Vice President of Tribute Technology and Nancy Davis from the Arbor Day Foundation. Both companies have seen tremendous revenue results by harnessing the power of data to make the customer journey both enjoyable and efficient.
04 Sep, 2020
With nearly 600 people in attendance, virtually, Matthew Ipsan of AdPerfect explained how the AdPerfect freemium model is a perfect example of a new business structure - one designed to provide local media companies with two essential elements for sustainability - significant expense reduction and new incremental revenue through e-commerce.
By jgreen 15 Feb, 2020
Tribute Technology, the leading provider of funeral management and website services, with cutting-edge personalization and technology solutions used by more than 70% of funeral homes in the United States, has acquired AdPerfect, one of the leading obituary platforms used by media companies across North America. The acquisition will deliver online and self-serve obituaries at no cost to local publishers, while also providing publishers of all sizes and platforms with significant revenue-driving products, such as the Tribute Store.
By jgreen 22 Jul, 2019
The primary goal of online marketing and content is to attract leads and lead them to make a decision. Online conversions are now the ROI of every company. To keep up, every company needs to be aware of new automation options and technology to accomplish wider online reach. Here are some stats […]
By Pelin Arin 20 Jun, 2019
Communicating with customers and prospects are spanning to wider applications. Just calling a phone number is no longer enough. As customers are more aware of their options, they want more robust and agile services and the content of your message needs to be multifaceted and provide value. In comes social selling, using […]
By Pelin Arin 12 Jun, 2019
With Google and Amazon investing more and more in artificial intelligence, there is still a lot of expectations and hype around the upcoming developments in technology. Although no one for sure can confidently forecast or speculate where the industry stands on this, we looks at some interesting numbers and stats.
By Pelin Arin 10 Jun, 2019
Online interactions are not only redefining how we receive and gather information, but also our definitions of ethics online are also being redefined. Majority of consumers now believe that using data to personalize ads is unethical. According to research, 59% believe that personalization to create tailored newsfeeds — precisely what Facebook, Twitter, […]
By Pelin Arin 05 Jun, 2019
According to recent research from the Online Classifieds Industry Report, 56.9% of companies are confirming that they plan to launch new products or services, while 58.6% planning to hire new staff in the next year and even, 38% plan to modify their business model in the next 3-5 years. This shows an optimistic and […]
More Posts
Share by: