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How Financial Times’ data team makes engagement a priority for the entire company

Digiday

Many publishers are in the “awkward adolescent stages of data adoption,” Lucinda Southern writes, but because Financial Times has had a paywall since 2007, it’s had a head start. FT’s 30-person data team is focused on customer analytics and research, and chief data officer Tom Betts says the team helps make engagement a company-wide focus: “It aligns everyone in the company to all pull in the same direction. The marketing team is driven to support the newsroom and, at the same time, support their own targets.”

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