Mumbai: The Google News Initiative APAC Data Lab was developed in partnership with MightyHive in an effort to work with the news industry to help journalism thrive in the digital age.
This playbook empowers publishers to make a case for a change in their organization by documenting how data science and analytics can help publishers improve their content planning, keep visitors on-site with better content recommendations, and improve site revenue.
It provides insight into how and why each case would be suitable for a publisher, the necessary prerequisites, the intended change as a result of the implementation, and the mechanics behind how these implementations will achieve better performance.
MighyHive assessed the maturity of publishers across three key areas:
- improving reader engagement,
- Increase direct revenue relationship with readers, and
- to drive revenue from advertisers
“Under the GNI APAC Data Labs Program, team MightyHive worked with us towards establishing a sustainable Publisher Model. The team identified two engagement modules
- Content Planning – To Establish Higher Engagement with Users
- Inventory Yield Management – To help with immediate return on Better Monetisation
In all, this program was not just about technical solutions but a commitment to introduce a progressive change, leading to better scalability & sustainability. I would sincerely like to thank GNI Data Labs Team & MightyHive team for enabling us with the Knowledge, Science & Culture to make our Business Work and come across as Trusted Partners in our Transformation Journey,” said Bharat Gupta, CEO, Jagran New Media.
“Despite the absolute tragedy that COVID-19 is for people and businesses, the disruption it is causing is helping everyone look within and bring positive change. MightyHive is working with publishers to reinvent themselves and fortify their offerings with the right partnerships. Any connected reader right now is in a theme park of happy content distractions. Great journalistic content has to be paired with the right technology, data and content to help publisher teams build stronger intuitions about their readers. Tech empowered publisher teams are more successful at capturing a reader’s attention and earning their growing interest overtime for a long and profitable relationship,” said Smita Salgaonkar, Country Manager, India, MightyHive.
“MightyHive consulted six publishers across the APAC region and identified where their data capabilities could benefit from MightyHive’s expertise. The crucial parts of this project were executed during COVID-19 pandemic, and we’re proud to have provided support and crucial insights to publishers during these hard times,” said Jakub Otrzasek, Head of Data & Analytics Asia Pacific, MightyHive.
An audience segmentation study identified that across five publishers, the loyalty share (engaged and brand lover users) represents under 5% of the publiserhs’ total monthly audience but contributes 45-65% of all advertising revenue. By this measure one brand lover is worth at least 50 casual users.