Data management in media communication: the case of Unidad Editorial
Abstract
Big data can help the management of all types of companies, including the media. In Spain, several media have started data projects. This paper analyses how the group Unidad Editorial is using dada management to improve its advertising strategy, the development of products or their personalization, its distribution and the determination of prices. The information proceeds from in-depth interviews with the chiefs of areas such as big data, advertising and digital of Unidad Editorial during 2017. The results confirm that the group has implemented basic projects as the monitoring of data but also more complex ones which involve the change in the work processes of an area. The benefits obtained are important, although we cannot forget the risks for privacy or creativity.
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