Man and machine formula is a secret to McClatchy’s revenue success: Jennifer Williams and Darrell Kunken
By Christi Warren
When Jennifer Williams and Darrell Kunken think about advertising at McClatchy, they first think about what ROI will mean for the user.
“You’re asking them for time and money, so what are you going to give them back,” said Williams, regional director of strategic partnerships west for McClatchy, at the 10th Data & AI for Media Week at Microsoft in San Francisco on May 3.
With data and AI, they have been able to fairly and accurately develop a
predictive analysis that will help marketers “fulfill a dream previously considered impossible: to engage with every individual customer in a personalized and meaningful way.”
Through data, they can ascertain how recently a customer visited, how frequently they visit or purchase, and when they do purchase: how much do they spend. They can also provide for customers an understanding of the existing potential in the marketplace. But that analysis has to go hand in hand with human intelligence.
“Technology without people behind it … is not valuable,” Williams said. “It doesn’t drive a better result on its own.”
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