Interview with Tamar Rimmon: Analytics Without The Glazed Over Look
03/24/2014
Part Two of a series of interviews with Adobe Digital and Social Media Summit Speakers & Attendees.
Tamar Rimmon, Conde Nast, tells us how her team provides meaningful insights to senior managment and internal clients that support the brand's goals.
About Tamar Rimmon - Tamar is Senior Manager of Analytics and Audience Development at Conde Nast. She works with Conde Nast’s brands – including The New Yorker, Glamour, and WIRED – helping them deliver unique brand experiences for their audiences and drive engaged users to their sites. Tamar’s career spans the television, publishing and digital media industries.
Toby/Diva Marketing: As Senior Manager of Analytics and Audience Development your days are filled with numbers. Often the people that ask for analytic reports may not live in your world. How do you tell the story of the numbers so your internal clients don’t get the ‘glazed over look?’
Tamar Rimmon/Conde Nast: My team’s goal is to help guide brand strategy by providing meaningful insights to our internal clients. I found that the best way to bring value is to get into my clients’ shoes and understand what matters most to them.
The story should not be about the numbers in and of themselves – it should be about what the numbers tell us regarding the things that are important to our clients, and how they can make better decisions by leveraging these learnings. I’m also a big believer in data visualization.
Presenting the numbers in a visual way is a great way to convey insights and make the data accessible and easier to grasp even to those who are not experts in analytics.
Toby/Diva Marketing: We understand that measuring success starts with goals/objectives. However, sometimes is seems like “data data everywhere and not a drop to drip.” (Apologizes to Samuel Taylor Coleridge). How have you determined which analytics to focus on in terms of demonstrating value to senior leadership?
Tamar Rimmon/Conde Nast: It's easy to get overwhelmed by data overload, but we have to be in control of the data instead of letting the data control us. Analytics must be derived from and aligned with the goals of the organization.
Conde Nast has always been focused on creating high quality content that caters to valuable audiences, so we structure our analytics around this objective. My focus is on harnessing the analytics to understand who our high-value audiences are, how they behave, and what we need to do to engage and delight them.
Toby/Diva Marketing: What is a must bring to Adobe Summit for you?
Tamar Rimmon/Conde Nast: A notepad! (mine is digital, though…) Adobe Summit is a great opportunity to meet fellow analysts and marketers and learn about all the innovative things they are doing. I like to keep track of the new ideas that I hear about and the thoughts they inspire in me, and I make sure to bring it all back with me to the office when the Summit is over.
Tamar's Adobe Social Sessions: Social ROI all star panel & The rise of the social analyst
This Diva Marketing post is part of an influencer Adobe Insider program for Adobe Summit. I receive incentives to share my views. All opinions are 100% mine.
