HOW DIGITISATION TRANSFORMS A REGIONAL...
Transcript of HOW DIGITISATION TRANSFORMS A REGIONAL...
HOW DIGITISATION TRANSFORMS A REGIONAL PUBLISHER
O c t o b e r 1 2 t h , 2 0 1 7 i n B e r l i n
SCHWÄBISCHE ZEITUNG | largest daily in BW (IVW II/17: 165.373 sold copies)
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22 Editions ca. 8.500 km², ¼ of the area of Baden-Württemberg North - South 170 km East - West 115 km Appr. 1,3 Mio. people living in the area
CEO: Dr. Kurt Sabathil appr. 900 Employees
Central Services Finance/Controlling Human Resources
Information Technology
Logistic
Digital
TV / Radio
Services
22 Dailies 165.373 copies/day (IVW II/17)
Postal Services appr. 100.000 letters/day
schwäbische.de
Regio TV Stuttgart
Dialog Plus Callcenter
Weekly for non subscription household 213.000 copies on Saturday
Merkuria Logistic
maerkte.schwäbische.de
60% Regio TV Ulm
Networx Crossmedia Agency
14 Weeklies 544.000 copies
Merkuria Distribution 5.300 Part-Time Employees
südfinder.de
Regio TV Bodensee
bitzilla Digital Agency
60 Community Papers 147.000 copies/week
50% Agency Frey Leaflet Distribution
startbahnsüd.de
Radio Neckaralb Live Reutlingen/Tübingen
CONTUR Corporate Publishing
10 Magazines 288.000 copies
50% Schneider Directmarketing Leaflet Distribution
bodensee.de
44% Radio 7
Schwäbisch Media Academy Human Resource
development/consulting
33% Nordkurier 71.007 copies/day (IVW II/17)
Weeklies 230.590 copies
Investments/Cooperations - kimeta - fupa.net
25%
Radio Seefunk 50% Printeries
Ulm, Weingarten 3,3 Mio. copies/week
ORGANIZATION CHART
THE DIGITAL REVOLUTION
LINEAR DECREASE OF DATA STORAGE COSTS
12.10.2017 5
EXPONENTIAL GROWTH OF DATA TRANSFER RATES
12.10.2017 6
EXPONENTIAL GROWTH IN COMPUTER POWER
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ORGANIZATION / ADMINISTRATION D I G I T I S A T I O N I M P A C T
COMPLETE DIGITAL WORKFLOW TROUGHOUT THE COMPANY
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- Print Production
- Page Make-up
- Radio
- TV
- Online
- Circulation
- Sales
ERP
HR (Cloud)
Finance
Online-Shops
Products
Clients
Suppliers
Employees
TV Production
Production
- Print Planning
Radio Product.
DCX
Online CMS
DMS Archive
DMS Workflow Archives
Order
Invoice
Printers proof
Confirmation
Invoice
ePaper
Order
Digital
Newspaper
Free paper
Leaflets
Magazins
Digital
Mobile
Portals
TV
Radio
Reminder
Salary
Travel Expens.
Vacation
COST AND PROCESS EFFICIENCY
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Investment in IT: simple and flexible (to deal with new market requirements)
Standardization and Automation of the work-flow
Lean Management and Continuous Improvement Processes
Self-learning systems and Artificial Intelligence
BUILDUP EDITORIAL AND DIGITAL STAFF
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Full Time Employees2016 2008 Variation
Editors Main Edition 32 30 2Editors Local 117 101 16Editors Online 8 0 8Video Journalists 4 0 4Crossmedia Trainees 24 16 8 Sum Editors/Trainees 185 147 38Media Designers 6 0 6Digital Business Unit 29 4 25CDO/Data Analysts /AI (´17) 3 0 3
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STAFF STRUCTURE | AGE
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23,63%
28,65%20,00%
20,23%
6,32% 1,17%
under 20
20-29
30-39
40-49
50-59
over 60
Average age (without temporary personnel): 39,97 years
25 % of our employees < 29 years 50 % of our employees < 38 years
EDITORIAL D I G I T I S A T I O N I M P A C T
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New digital products
NEW DIGITAL STORYTELLING
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„Our farmers“ editorial serial: Texts, pictures, audios, videos and 360 degree tours Nominated for the prestigious Ernst-Schneider-Preis
NEW DIGITAL SERVICES
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Interactive data-based maps – automatic updated e.g. Storm warnings, Location of the emergency doctors
Area covers emergency doctors Current weather risk
EDITORIAL-DASHBOARD | CHARTBEAT
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Number of current users
Articles on the decline
Engagement time per user
Where are the users coming from?
Engagement time on the article Articles
on the rise
How does the site perform compared
to a week ago?
DIGITAL SUBSCRIPTION (PAID CONTENT)
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digital subscriptions total
media combi additional to print (4,90 € p.m.)
digital premium (22,99 € p.m.)
Digital live (6,99 € p.m.)
REGISTERED USERS | AFTER INSTALLING METERED PAYWALL IN MAY 2014
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CIRCULATION DEVELOPEMENT IN PAST 12 YEARS
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-24,4% -17,4%
-10,6%
DEUTSCHLAND BADEN-WÜRTTEMBERG SCHWÄBISCHE ZEITUNG
SOLD COPIES IVW II/2017 VS. II/2005
G E R M A N Y
Source: BDZV-Umsatzerhebung
MARKETING D I G I T I S A T I O N I M P A C T
SOCIAL MEDIA FOLLOWER SCHWÄBISCH MEDIA
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= 393.486 Follower
f
t
w
s
Facebook 350.794
Twitter 19.813 Whatsapp 18.818
Sonstige 4.061
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06.10.2017 25
SALES D I G I T I S A T I O N I M P A C T
CROSSMEDIA RE-ORGANISATION SALES DEPARTMENT
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Products
Print Digital TV Magazines Events Newspapers schwäbische.de Regio TV Lifestyle Career Fair
Free papers Epaper/ App Business Real Estate Fair
Community Papers Social Media YouTube.de Health Business Talks
Key Accounts
Events
Travel
Auto
Real Estate
Jobs
Special products
Business
Health
Development of customer fit products Cooperation
Crossmedia Agency NETWORX
Corporate Publishing Agency CONTUR
Crossmedia marketing Real Estate Real Estate
Newspaper Real Estate
Free Paper Real Estate Online
Real Estate Non subscription households
Real Estate Magazine
Real Estate Fair
Real Estate Local TV
SALES-DASHBOARD (CRM-TOOL)
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Overview Sales projects
Reminders
Data quality of the customers Sales forecast
current year
Sales per month actual vs.last year
Sales in pipeline Next activities planned/overdue
Soon ending contracts
DIGITAL CLASSIFIED
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DIGITAL AGENCY
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VIDEO PORTAL FOR TRAINEES
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ONLINE-ONLY MAGAZINE | WWW.KATSCHING.DE
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DIGITAL EVENT BOOKING PORTAL
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AD-REVENUES REGIONAL NEWSPAPERS 2016 VS. 2006
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Source: BDZV-Umsatzerhebung
-40,7%
-29,4%
GERMANY SCHWÄBISCHE ZEITUNG
FROM BIG DATA TO SMART DATA
WHAT IST BIG DATA?
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Customer / User
BIG DATA ACTIVITIES
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IT INFRASTRUCTURE – SOFTWARE ARCHITECTURE
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analytical frontend
machine learning libraries & in memory-computing
data sources
etc.
datawarehouse
data storage
all tools are open-source-software!
IT INFRASTRUCTURE – DATA LAKE ARCHITECTURE
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Staging-Layer 1:1-image of raw data
Transformation-Layer structuring, feature engineering, data quality
Safety-Layer privacy and data protection issues:
main-datamodel, i. e. de-pseudonymisation (SM_ID…), personal data (names, …), opt-in-management
Integration-Layer integration, archive- and event-tables,
pseudonymisation (SM_ID)
Export-Layer results (tables, scores, …)
PREDICTIVE ANALYSTICS – CHURN MODEL
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preparation & exploration data acquisition and integration correlations, cross-tabs feature engineering
modeling & prediction historical information for each
subscription more than 60 features classification algorithm
results & actions proactive customer retention
campaign
Client-ID churn probability
8234567 0,768
8234568 0,135
8234569 0,890
8234570 0,451
… …
subscription duration
complaints complaints
age age age age
≤ 4 years > 4 years
> 2 ≤ 2 ≤ 3 > 3
PREDICTIVE ANALYTICS – EFFICIENT RESOURCE PLANNING FOR SALES AGENTS
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identification of KPIs data acquisition and integration distribution, statistics, … feature engineering
modeling & prediction historical information for each
customer anomaly detection for each
parameter conversion in traffic light score
results & actions warning mechanism for sales
agents more efficient use of resources
client-ID sales performance
4216714
4216714
4216714
… … fre-
quency
volume (mm)
market share
…
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ARTIFICIAL INTELLIGENCE (AI)
Writing Bots (Sports, Financials a.o.)
Chatting Bots (Call Center, Social Media Channels)
Learning Patterns and Predictive Analysis
Automated Personalisation of Content out of database: User should always get his personal, intelligent content where ever he is
12.10.2017
Project: Development of an algorithm to automatically send personally relevant local news and services to individuals based on the profile of their user behaviour
Google grants >100.000 $ for the project
Prototype to be developed by June 2018
End of project in April 2019
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NEW BUSINESS FIELDS D I V E R S I F I C A T I O N
PORTFOLIO SCHWÄBISCH MEDIA
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Stars
Cash Cows Dogs
?
Market- Growth
Relative Market Share (Profitability)
Schwäbische Zeitung
Free papers Radio7 Community Papers
Nordkurier
Leaflet distribution Mail services
Regio TV
Digital-Subscriptions kimeta
Radio Neckaralb
Magazines
lakeconstance.de CONTUR
südjobs.de
startbahnsüd.de
Digital market place
cinema
Events
HR-Services
Agency services
GROWTH OUTSIDE NEWSPAPER
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Newspaper revenues are stable, growth with other activities (Index 2005 = 100)
2005 2016
Other Revenues
Newspaper Ad Revenues
Newspaper CirculationRev.
Reve
nues
43%
44%
13%
100. 31%
26%
43%
125.
DIGITISATION HELPS US TO KEEP FLYING!