Ulla Kruhse-Lehtonen, Sanoma

Ulla Kruhse-Lehtonen, Sanoma

Better Media Through Consumer Data

Moving into digital business helps product development and innovation

Sanoma is among the largest consumer media and learning companies in the Netherlands and Finland, and also operates in Europe in the learning sector. Vice-President of Customer Insight and Analytics at Sanoma, Ulla Kruhse-Lehtonen said the company’s aim was to find out what people really want. Big data moves fast, and it is at the heart of the digital era.

“The future of media is all about people getting what they want, when they want, how they want it,” she said. “Give the right content to the right people at the right time.”

Data is both the oil and the glue between the service providers and the customers,” said the Vice-President. Sanoma uses a wealth of consumer data such as subscriptions, digital transactions, digital click streams, external data and consumer research, including demographic information and social data to generate consumer insight for personalising content, targeting display advertising and marketing, and managing the consumer experience. “Moving into digital business also helps your product development and innovation initiatives.”

Kruhse-Lehtonen explained that digital news is getting smarter. Click behaviour enables Sanoma to find out people’s interests so advertisers can reach customers with smart targeting, based on demographics, purchase intent, interest, their location through mobile devices, and lookalikes such as tagging advertiser’s other sites, and creative optimisation.

After the function of the data is established, it’s about understanding what you want to do and organising a structure to support it, said Kruhse-Lehtonen, so that organisations can continue to innovate as their data assets grow. She emphasised that privacy should always be upheld, for example by creating algorithms and adding intellectual property research to an organisation’s analytics, and that therefore human skills from technical staff should also be involved.

Kruhse-Lehtonen concluded that the job of data scientist is the “sexiest job of the 21st century.”