The DPP has released Making Data Pay, a new research series exploring how media companies are using data to drive better decisions, stronger engagement, and improved commercial outcomes
Drawing on industry surveys, expert workshops, and interviews with more than 65 contributors from 38 companies, the five-part report looks at data across four key areas of the media business: management and operations, audience engagement, business strategy, and the technology foundations that support them.
Despite significant investment in data capabilities, many organisations are still struggling to translate that investment into measurable impact. Making Data Pay examines where data is already delivering value, where complexity is emerging, and the practical lessons the industry has learned so far.
“Across the industry there’s strong belief in the power of data, but turning that belief into measurable impact remains a challenge,” said David Thompson, Technology Strategist at the DPP. “Making Data Pay examines where data is genuinely improving business outcomes and where it is simply introducing additional complexity.”
The series highlights how media companies are using audience data to shape smarter content decisions, support monetisation strategies, and reduce churn by creating more audience-centric experiences.
At the same time, the research shows that technology alone does not deliver value. Clear governance, aligned strategy, well-defined objectives, and strong organisational ownership are increasingly critical to making data effective.
“Successful data strategies aren’t just technology projects,” added Thompson. “When the questions being asked of data aren’t clear, organisations quickly end up measuring everything but understanding very little.”
The Making Data Pay series forms part of the DPP’s ongoing work to support the media industry in navigating technological and strategic change. The report is enabled by Headline Sponsor Mediagenix and Expert Sponsor Fabric.
Making Data Pay is available to download below.
