Should Local Media Companies Hire a Data Manager?
We are hearing more and more about the importance of big data. And now we are seeing local media companies invest in this space. Shaw Suburban Media recently made the decision to hire a data manager. I caught up with Ben Shaw, VP Technology, to learn more…
Why did you decide to hire a data manager?
Our officer team saw the need to dedicate someone to collecting, combining and utilizing data in order to grow revenue and audience.
What are their main job responsibilities?
Our Data Manager is responsible for collecting, combining, and utilizing this data in ways that will help us with our efforts to grow both audience and revenue. This includes analyzing trends for our online products. He also deciphers market data for use in advertising sales presentations and scans a variety of sources to find low-cost, relevant market data for both editorial and advertising. Finally, he tracks Shaw Media audience data, utilizing this data for sales development and potential growth initiatives.
What background did you look for when you made the hire?
We realized we had a great resource in our Market Analyst, Scott Albersten. He has a political science background so his knowledge of how large sets of data like the census apply to audiences and geographies made him a natural fit.