Buzzfeed: Scott Lamb on data analysis and shared content
In an interview with the Sonntagszeitung, BuzzFeed Vice President Scott Lamb discusses shared content and data analysis. He considers a takeover of Watson a possible scenario, but says no acquisition has been made so far.
"We are beginners when it comes to expansion," Scott Lamb told the Sonntagszeitung. If Buzzfeed were to do something like this, it would be because they are interested in the people who work there. In principle, it would be possible, he concludes.
According to Lamb, three things are needed for success: a good editorial team, solid technology and an advertising product that people will buy. "If you only have two of these, it's going to be tough," he tells the Sonntagszeitung.
For Buzzfeed, the most valuable content is the content that has been shared the most. Data analysis is therefore essential. The company has already started using its own analysis tools to study how far people scroll down a story or how much time they spend on a piece of content. "I think it's increasingly about analyzing what people are actually doing on the site," he explains in an interview with the Sonntagszeitung. This also means that media companies will have to focus more on data analysis in the future. Anything else would be short-sighted. Data analysis not only makes the product better for the reader and can help journalists to approach their work differently, it can also deliver better advertising products. "You can improve everything if you can measure," says Lamb.
www.sonntaszeitung.ch
