The DPP has published a new report exploring how media companies are using data to drive better decisions, stronger engagement, and improved commercial outcomes.
Making Data Pay is the result of input from over 70 contributors representing 19 content organizations and 19 vendors.
It explores data across four key areas of the media business: management and operations, audience engagement, business strategy, and the technology foundations that support them.
Article continues belowAccording to the DPP, despite significant investment in data capabilities, many organizations are still struggling to translate that investment into measurable impact. Making Data Pay examines where data is already delivering value, where complexity is emerging, and the practical lessons the industry has learned so far.
The report adds that while data is abundant, impact is uneven, suggesting that media companies are “drowning in data but lacking alignment” and need “data coherence”.
It suggests companies should begin by defining the questions and then find the data points to answer it. “Without purpose, dashboards multiply but strategy stalls,” states the report. “Data must drive decisions, not simply score past performance. Metrics that only look backwards aren’t enough to shape the future.”
The DPP urges companies to “measure what matters” by focusing on the metrics with the greatest strategic importance rather than those which are the easiest to measure.
“Across the industry there’s strong belief in the power of data, but turning that belief into measurable impact remains a challenge,” said David Thompson, technology strategist at the DPP.
“Successful data strategies aren’t just technology projects,” added Thompson. “When the questions being asked of data aren’t clear, organisations quickly end up measuring everything but understanding very little.”
The report is available for DPP members to download here.
This article originally appeared on TV Tech sister brand TVBEurope.
