Datengesteuerte Teams treffen die besten Entscheidungen 28.01.2018, 10:41 Uhr

Wie die Datenanalyse Ringier Afrika zum Durchbruch verhalf

If you want to stay ahead in the global media industry you need to know how to use data.  More editorial teams than ever are relying on data to make the most accurate decisions, following the example of the cutting-edge companies leading the industry.
How can your business become an industry leader?  By learning how to analyze and use data correctly.

At .io, our mission is to help editorial teams get the most value out of their data.  For us, every implementation is a custom solution carefully tailored to meet our customer’s demands.

When our clients start with us the utilization rate of their analytics tools is around 10%.  In just a few short weeks we can increase that to 80% through extensive training, sharing expertise, and, most importantly, developing custom KPI systems.

We wanted to share Ringier Africa’s story because of the unique market it operates in and its publishing team’s agility and approach to data.

Ringier Africa operates a new media publisher network across Africa in Nigeria, Ghana, Kenya, Tanzania, and Uganda with a total of 7 million visitors per month, generating upwards of 15 mil pageviews.

We sat down with managing director Tim Kollman, product owner and East-Africa Director Leonie Elverfeldt, and managing editor and Editor-in-Chief for Ghana Osagie Alonge.

.io: Why Africa? What motivated you to go into business there?
Tim: Our parent company was founded in Switzerland - a rather premium market, but not a lot of people. So we ventured out to other markets to expand our business. We went into Eastern Europe in the early 90’s and we’ve become the leader in Poland, Romania, and other countries. Ten years later, inspired by our success in our home market, we expanded into Asia - China and Vietnam. And a few years later, we ventured into Africa because we saw a lot of potential in the market.

.io: What were some of the challenges you faced in the early years? 
Tim: The challenges were quite similar to those we faced in Asia. A completely different audience and culture, unfamiliar to all of us. In 2011, digitalization and mobile web were just starting to become a thing, especially in transactional businesses, like classifieds and eCommerce, and more so in less-developed markets, like Africa.


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