Embed Size (px)
DESCRIPTION
News Corp Chief Data Scientist Rachel Schutt presented at June's edition of Data Driven NYC. News Corp is a global vertically integrated media company with properties in film, television, cable, magazines, newspapers, and publishing.
Citation preview
DATA SCIENCE AT NEWS CORPRachel Schutt, Chief Data Scientist!
24 June, 2014
DATA DRIVEN NYC / 24 JUNE, 2014
RACHEL SCHUTT
2
Became Chief Data Scientist at News Corp in October 2013. Previously a Data Scientist at Google in New York, and is a published author and professor at Columbia.
DATA DRIVEN NYC / 24 JUNE, 2014
OUR BUSINESSES
3
NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXX
DATA STRATEGY
4
• Chief Data Scientist— new role !
• Responsible for global data strategy, as component of global technology strategy, led by CTO, Paul Cheesbrough
!
• Many interesting ways data & journalism intersect
!
• Building a data culture !
• Initial strategy —> Shift in strategy !
• In close collaboration with SVP—Platforms, Simon Smith
!
!
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
5
Make data part of our DNA
People Internal experts supported by world-class partners A cross functional team of doers and implementers Prefer investment in talented people over tools
!
Technology Best in class data tech stack Everyone in the team should be able to code Create data products in preference to static reports
!
Values Agile - fast moving, focused on business results Collaborative engagement model with stakeholders Strong design ethos - using visuals to tell stories with data
Data
Technology
Journalism
DATA DRIVEN NYC / 24 JUNE, 2014
WHAT KIND OF DATA DO WE HAVE?
6
NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXXNEWS CORP AND DATA
MOST SYSTEMS PRODUCE LOGS
Commerce Call Centre Billing Sales & Circ Web Logs Device Logs Ad Logs Social
NEWS CORP AND DATANAME OF THE PRESENTATION / XX MONTH, XXXXNEWS CORP AND DATA
WHY ARE LOGS IMPORTANT
time
User ID Sub Date Cancel Date Status
1 2014-04-01 - Trialist
2 2014-03-15 - Subscriber
3 2014-02-15 2014-04-15 Canceled
User1: Signup
User2: Signup
User3: Signup
User1: Start Trial
User2: Start Trial User2: Finish Trial
User3: Start Trial User3: Finish Trial User3: Cancel
ULTIMATE TRUTH SNAPSHOT IN TIME
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
9
Traditional enterprise data warehouse approach…
DATA DRIVEN NYC / 24 JUNE, 2014
OUR APPROACH
10
Our approach…
DATA DRIVEN NYC / 24 JUNE, 2014
THE DATA SCIENCE PROCESS
11
DATA DRIVEN NYC / 24 JUNE, 2014
SOME EXAMPLES DATA SCIENCE IN ACTION
Churn Models
Propensity Analysis User Behavior Modeling
DATA DRIVEN NYC / 24 JUNE, 2014
DATA + JOURNALISM
13
• Business side vs news room • Data Scientists should learn from journalists • Data Visualization and Infographics in reporting
• NLP in news room • Data-driven decision making in news room • Driving high quality traffic that converts to subscriptions
• Paywall model • Acquisition and retention-- predictive modeling
• How can data help shape the future of news?
