GoodData > 实例探究 > TownNews：将媒体数据转化为见解

TownNews：将媒体数据转化为见解

公司规模

Large Corporate

地区

America

国家

United States

产品

GoodData
Data Insights
BLOX CMS system

技术栈

Data Analytics
Google Analytics
Google Ad Manager

实施规模

Enterprise-wide Deployment

影响指标

Revenue Growth
Productivity Improvements
Digital Expertise

技术

分析与建模 - 大数据分析
分析与建模 - 实时分析

适用功能

销售与市场营销
商业运营

用例

实时定位系统 (RTLS)
供应链可见性(SCV)

服务

数据科学服务
系统集成

关于客户

TownNews 成立于 1989 年，是美国领先的媒体组织内容管理系统和平台提供商。该公司为全国 800 家印刷出版物、数字和电视媒体以及 2,000 个网站提供服务。其集成的数字出版和内容管理解决方案为当地媒体行业一些最杰出的媒体组织提供支持。其大多数客户都是竞争激烈的行业中的中型到小型社区媒体。TownNews 每月产生约 10 亿次页面浏览量和每天 2400 万行数据。

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挑战

TownNews 是一家领先的美国媒体组织内容管理系统和平台提供商，该公司发现其大多数客户（中型到小型社区媒体）缺乏对其内容资产的深入洞察。他们长期以来一直从内容管理系统、Google Analytics 的流量报告和广告收入报告中生成受众和编辑数据。然而，他们缺乏对其内容资产的深入洞察，不知道哪些内容对受众和广告商最重要。在大多数媒体组织中，数据孤立在部门内。广告团队可以看到广告堆栈的效果，但无法访问编辑分析，反之亦然。没有人能看到全局。

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解决方案

2020 年初，TownNews 部署了 GoodData 技术，推出了“数据洞察”，为其媒体客户提供强大的新工具，用于收集、理解和处理影响其业务的大量数据。数据洞察将使媒体公司的核心业务产品（视频、文章和其他内容）与这些产品产生的收入之间的联系变得容易。通过了解每项内容如何影响收入，媒体组织可以就内容、广告费率甚至人员配置做出更明智的决策。借助数据洞察，媒体公司将能够评估观众是付费订阅者还是路过观众，以及哪些内容更适合每个受众。他们会知道每篇文章甚至每个记者产生了多少收入。他们会知道网站的流量来自哪里，是通过社交媒体渠道还是通过自然搜索。

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运营影响

Media companies can now draw connections between core business products-videos, articles, and other content-and the revenue that’s generated from those products.
Media organizations can make more informed decisions regarding content, advertising rates, and even staffing.
Media companies can assess whether a viewer is a paying subscriber or a drive-by viewer-and what content plays better with each audience.
Media companies can now know how much revenue is generated by each article, or even each reporter.
Media companies can now know where traffic comes from to the site, whether via a social media outlet or via organic search.

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数量效益

In the first two weeks of offering the product, TownNews won 29 customers.
During two product demonstrations, customers discovered that they weren’t getting the optimal advertising revenue that was available to them. By closing that loophole, they almost immediately paid for the product.

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