--- title: 5 Ways Media Companies Use Data to Optimise Strategy description: Learn how media companies use data to optimise content, retain subscribers, boost ad revenue and streamline operations. Read how TaikaTilaus helps. image: https://www.taikatilaus.fi/hubfs/blogbanner%20(8).png --- [![logo-vaaka-white](https://www.taikatilaus.fi/hs-fs/hubfs/logo-vaaka-white.png?width=600&height=108&name=logo-vaaka-white.png "logo-vaaka-white")](https://www.taikatilaus.fi/?hsLang=en) - [Home](https://www.taikatilaus.fi/en/home) - Software - [Subscription management](https://www.taikatilaus.fi/en/subscription-management) - [Ad management](https://www.taikatilaus.fi/en/ad-management) - [Integrations](https://www.taikatilaus.fi/en/integration-partners) - Additional services - [Self-Service portal](https://www.taikatilaus.fi/en/self-service-portal) - [Advertising portal](https://www.taikatilaus.fi/en/advertising-portal) - [Paywall](https://www.taikatilaus.fi/en/paywall) - [Subscriber service](https://www.taikatilaus.fi/en/subscriber-service) - [Pricing](https://www.taikatilaus.fi/en/pricing) - [About us](https://www.taikatilaus.fi/en/about) - [Blog](https://www.taikatilaus.fi/en/blog) - [Support](https://support.taikatilaus.fi/en/) More results En - English - [Suomi](https://www.taikatilaus.fi/blog/datan-hyodyt) [Contact us](https://www.taikatilaus.fi/en/contact-us?hsLang=en) [Contact us](https://www.taikatilaus.fi/en/contact-us?hsLang=en) - [Home](https://www.taikatilaus.fi/en/home) - Software - [Subscription management](https://www.taikatilaus.fi/en/subscription-management) - [Ad management](https://www.taikatilaus.fi/en/ad-management) - [Integrations](https://www.taikatilaus.fi/en/integration-partners) - Additional services - [Self-Service portal](https://www.taikatilaus.fi/en/self-service-portal) - [Advertising portal](https://www.taikatilaus.fi/en/advertising-portal) - [Paywall](https://www.taikatilaus.fi/en/paywall) - [Subscriber service](https://www.taikatilaus.fi/en/subscriber-service) - [Pricing](https://www.taikatilaus.fi/en/pricing) - [About us](https://www.taikatilaus.fi/en/about) - [Blog](https://www.taikatilaus.fi/en/blog) - [Support](https://support.taikatilaus.fi/en/) [Contact us](https://www.taikatilaus.fi/en/contact-us?hsLang=en) [reports](https://www.taikatilaus.fi/en/blog/tag/reports) # [5 Ways Media Companies Use Data to Optimise Strategy](https://www.taikatilaus.fi/en/blog/media-analytics) by [Siiri Lassila](https://www.taikatilaus.fi/en/blog/author/siiri-lassila) 3 min read Jun 2, 2025, 10:00:36 AM Data plays a pivotal role in shaping content strategies, advertising approaches, and business decisions in the modern media landscape. With increased digital consumption, media companies must leverage data to understand their audiences better, optimise content, and maximise revenue. ## Editorial Analytics First, [editorial analytics](https://reutersinstitute.politics.ox.ac.uk/sites/default/files/research/files/Editorial%2520analytics%2520-%2520how%2520news%2520media%2520are%2520developing%2520and%2520using%2520audience%2520data%2520and%2520metrics.pdf) are designed to support, not replace, journalistic judgment. The best approaches are tailored to each organisation’s editorial goals — whether commercial, public service or non-profit. They help guide both daily publishing decisions and long-term planning, such as product development. There’s no single “god metric” in journalism; effective analytics rely on multiple data points aligned with clear objectives. All effective use of analytics depends on measuring performance against clearly defined goals. ## Key Benefits of Data-Driven Decision-Making    1. **Understanding Audience Behaviour**: - - Analyse demographics, reading habits, and content preferences. - Segment audiences according to this data to deliver tailored content — this [enhances engagement and improves br](https://www.aimtechnologies.co/audience-segmentation-in-media-maximizing-engagement/)[and loyalty.](https://www.aimtechnologies.co/audience-segmentation-in-media-maximizing-engagement/) - However, [avoid over-segmentation](https://www.aimtechnologies.co/audience-segmentation-in-media-maximizing-engagement/) - **Note:** TaikaTilaus provides a segmentation tool that allows you to categorize customers into predefined groups. You can then send group-specific offers directly from the system.    2. **Optimising Content Strategy**: - - Monitor [engagement metrics](https://reutersinstitute.politics.ox.ac.uk/sites/default/files/research/files/Editorial%2520analytics%2520-%2520how%2520news%2520media%2520are%2520developing%2520and%2520using%2520audience%2520data%2520and%2520metrics.pdf) (bounce rates, conversion rate, page views, read time, shares, clicks, etc.). - Adjust content based on [what performs well and to meet different audience segments' preferences.](https://www.aimtechnologies.co/audience-segmentation-in-media-maximizing-engagement/) - Use [real-time data](https://pdata.ai/en/blog-detail/predictive-analytics-media/) to monitor performance and adjust content accordingly. - **For example:** *The Guardian’s in-house tool [Ophan](https://www.theguardian.com/info/2023/jun/07/roll-over-rollups-the-big-future-of-ophans-historical-data)shows real-time reader engagement, helping editorial teams curate and promote content effectively. It also provides historical data, supporting both daily decisions and long-term planning.* - Predictive analytics (that uses historical data and AI) [can be used to predict trends and emerging topics](https://pdata.ai/en/blog-detail/predictive-analytics-media/) to craft content - [Run A/B tests](https://www.geteppo.com/blog/ab-testing-benefits#:~:text=Enhanced%20marketing%20ROI:%20A/B%20testing%20helps%20you,optimizing%20spending%20to%20maximize%20return%20on%20investment.&text=Through%20A/B%20testing%2C%20businesses%20can%20identify%20which,ad%20campaigns%20lead%20to%20higher%20revenue%20numbers.) to get data on how different headlines, visuals and content types perform — this gives you [deeper audience insight, better engagement and improved user experience.](https://www.geteppo.com/blog/ab-testing-benefits#:~:text=Enhanced%20marketing%20ROI:%20A/B%20testing%20helps%20you,optimizing%20spending%20to%20maximize%20return%20on%20investment.&text=Through%20A/B%20testing%2C%20businesses%20can%20identify%20which,ad%20campaigns%20lead%20to%20higher%20revenue%20numbers.) - For example: Outlets like the New York Times, Die Zeit and The Huffington Post run multiple headlines to test which [generates the most clicks and engagement](https://reutersinstitute.politics.ox.ac.uk/sites/default/files/research/files/Editorial%2520analytics%2520-%2520how%2520news%2520media%2520are%2520developing%2520and%2520using%2520audience%2520data%2520and%2520metrics.pdf) 3\. **Improving Advertisement Revenue**: - - [Target ads accurately](https://www.aimtechnologies.co/audience-segmentation-in-media-maximizing-engagement/) using audience segmentation. - Implement A/B testing for [improved engagement, enhanced ROI, and advertiser satisfaction](https://www.geteppo.com/blog/ab-testing-benefits). - **Note:** TaikaTilaus includes advertising sales reports — giving your sales team a clear view of individual sales team member performance and sales volumes in each period.    4. **Boosting Subscriber Retention and Acquisition**: - - Identify at-risk subscribers through [behavioural data](https://pdata.ai/en/blog-detail/predictive-analytics-media/) and employ targeted retention strategies. - Use predictive analytics to attract new subscribers. - **For example:** Västerbottens-Kuriren has used predictive analytics to turn viral articles into digital subscriptions and increased ad revenue. [They have seen a 367% increase in paywall conversions and 45% increase in advertising revenue.](https://www.inma.org/blogs/ideas/post.cfm/vk-media-s-article-horn-uses-predictive-analysis-to-boost-ad-revenue-skyrocket-digital-subscriptions?utm_source=chatgpt.com) - Follow cancellation rates and ending subscriptions and craft retention and renewal sales campaigns to reduce churn. A spike in cancellations may indicate broader issues in your content strategy or subscriber experience. - TaikaTilaus provides up-to-date reports on passive subscribers and ending subscriptions, enabling you to craft accurate campaigns by revealing when and which subscribers need attention. 5\. **Streamlining Operational Efficiency**: - - Analyse workflow and organisational structures [to optimise processes](https://reutersinstitute.politics.ox.ac.uk/sites/default/files/research/files/Editorial%2520analytics%2520-%2520how%2520news%2520media%2520are%2520developing%2520and%2520using%2520audience%2520data%2520and%2520metrics.pdf) - **For example:** TaikaTilaus' accounting reports streamline financial collaboration with accounting firms and ensure reporting accuracy for closing periods. - [Data automation](https://www.solvexia.com/blog/data-automation)uses software to handle tasks like data entry, validation, and analysis—boosting efficiency, reducing errors, and enabling smarter, faster decision-making at scale. ## **TaikaTilaus Reports** TaikaTilaus's reporting suite provides an excellent source of data via a variety of reports, such as subscriber reports, insights into subscription cancellations, ad sales analytics, and accounting reports, to assist your business in making informed decisions. Our reporting tools are offered alongside our [subscription](https://www.taikatilaus.fi/en/subscription-management?hsLang=en) and [ad management](https://www.taikatilaus.fi/en/ad-management?hsLang=en) solutions. We continually refine and expand our offered reports based on customer feedback and requirements. Interested? Contact us today: [![Contact us](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/24977019/interactive-238152523988.png)](https://www.taikatilaus.fi/hs/cta/wi/redirect?encryptedPayload=AVxigLKg4pHVyg2lRu6ZOgy8gtP9UfO48aaODoGtWrFd3X3ZHLEQn%2BSkuPzovraQx3YeT8J8yUyY8FPo5APipCuM0x%2FnaYCzDQ43SJorAnBJoc1mGaS%2FKEjyU4IpWQdLGo2tEjhl%2BOCOx%2FWpvpmGfgIypQxueZ3V6QaUpu6aMS9F9X7tvOqd%2BVZ3MK%2FKchioz9gMMdEb6udCJ4D7sy4CZuAkGQ%3D%3D&webInteractiveContentId=238152523988&portalId=24977019&hsLang=en) ## **Ensuring Data Privacy and Compliance**: In today's digital age, [ensuring data privacy and compliance](https://www.digitalguardian.com/blog/data-privacy-best-practices-ensure-compliance-security) is not just a legal obligation but a fundamental aspect of building trust with your audience. - Adhere strictly to local regulations like GDPR. - Implement strong security measures to prevent data breaches and unauthorized access. - Be transparent about why and how you use data. - Uphold ethical data practices. - Prioritize data privacy and compliance. ## Conclusion Data-driven decision-making is critical for media companies aiming to maintain competitiveness. Editorial analytics depend on [technology, organisational structure, and culture working together](https://reutersinstitute.politics.ox.ac.uk/sites/default/files/research/files/Editorial%2520analytics%2520-%2520how%2520news%2520media%2520are%2520developing%2520and%2520using%2520audience%2520data%2520and%2520metrics.pdf) to support an organisation’s specific goals. Investing in analytical tools, nurturing a data-centric culture, and refining strategies based on actionable insights ensures long-term growth and success in the evolving digital landscape.   Share this [Share on Twitter](https://twitter.com/share?url=https://www.taikatilaus.fi/en/blog/media-analytics&text=5%20Ways%20Media%20Companies%20Use%20Data%20to%20Optimise%20Strategy) [Share on Facebook](https://www.facebook.com/sharer/sharer.php?u=https://www.taikatilaus.fi/en/blog/media-analytics&t=5%20Ways%20Media%20Companies%20Use%20Data%20to%20Optimise%20Strategy) [Share on LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://www.taikatilaus.fi/en/blog/media-analytics&t=5%20Ways%20Media%20Companies%20Use%20Data%20to%20Optimise%20Strategy) Previous story [← Fighting News Avoidance: A Guide for Media Houses](https://www.taikatilaus.fi/en/blog/fighting-news-avoidance?hsLang=en) Next story [Digital Media Trends 2025 – Trust, AI, and Evolving News Consumption →](https://www.taikatilaus.fi/en/blog/digital-media-trends-2025?hsLang=en) ## You May Also Like These Related Stories [The Future of Local Newspapers: How to Thrive in a Digital World](https://www.taikatilaus.fi/en/blog/the-future-of-local-newspapers?hsLang=en) ![The Future of Local Newspapers How to Thrive in a Digital World](https://www.taikatilaus.fi/hubfs/maksumuuri-blogbanner%20(1024%20x%20512%20px)%20(2)-1.png) [media industry](https://www.taikatilaus.fi/en/blog/tag/media-industry) ### The Future of Local Newspapers: How to Thrive in a Digital World Sep 25, 2024, 1:03:00 PM 3 min read [GEO: how to optimise your content for AI-powered search engines?](https://www.taikatilaus.fi/en/blog/geo-en?hsLang=en) ![How to optimise your content for AI-powered search engines?](https://www.taikatilaus.fi/hubfs/maksumuuri-blogbanner%20(1024%20x%20512%20px)%20(8).png) [artificial intelligence](https://www.taikatilaus.fi/en/blog/tag/artificial-intelligence) ### GEO: how to optimise your content for AI-powered search engines? Dec 18, 2024, 12:16:42 PM 6 min read [Changes in Media Consumption – The Impact of the Digital Age](https://www.taikatilaus.fi/en/blog/media-consumption-digital-age?hsLang=en) ![Changes in Media Consumption – The Impact of the Digital Age](https://www.taikatilaus.fi/hubfs/maksumuuri-blogbanner%20(1024%20x%20512%20px)%20(1).png) [media industry](https://www.taikatilaus.fi/en/blog/tag/media-industry) ### Changes in Media Consumption – The Impact of the Digital Age Oct 2, 2024, 10:36:16 AM 2 min read #### TaikaTilaus Oy Aku Korhosen tie 6, 00440 HELSINKI Business ID: 3180128-1 Sales and consulting - [jari.makela @taikatilaus.fi](mailto:jari.makela@taikatilaus.fi) - [+358 50 557 6130](tel:+358505576130) Customer support - [Support Request](https://taikatilaus.freshdesk.com/support/login) - [Help & Resources](https://support.taikatilaus.fi/en/) - [Contact us](https://www.taikatilaus.fi/en/contact-us?hsLang=en) Billing - E-invoice address: 003731801281 - Operator ID: 003723327487 #### Email address where I would like to receive the newsletter Copyright © 2026 TaikaTilaus Oy. 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