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6. Scott Joslin, SVP data strategy, international data, technology, operations and innovation, WarnerMedia

6. Scott Joslin, SVP data strategy, international data, technology, operations and innovation, WarnerMedia

How is your organisation using data and analytics to support the corporate vision and purpose?

 

WarnerMedia is not only a first-in-class media company, but a robust technology organisation that brings content to life in exciting new ways. We strive to give our fans a seamless experience with the content they love wherever, whenever and however they want.

 

We use data to help create, supplement and tune our product offerings - in particular our direct-to-consumer service - to give consumers what they want, driving customer acquisition, satisfaction, loyalty and retention.

 

This in turn enables us to create a better value proposition for brands, publishers and consumers alike, as well as to accelerate innovation for HBO Max in 2021.

 

2020 was a year like no other - how did it impact on your planned activities and what unplanned ones did you have to introduce?

 

One of the core principles for teams at WarnerMedia has always been to work with an agile mindset. Covid-19 certainly prompted a change in how we work, but this guiding framework enabled our teams to pivot nimbly and support our stakeholders and successfully launch HBO Max in the midst of the global pandemic.

Looking forward to 2021, what are your expectations for data and analytics within your organisation?

 

Data and analytics continue to allow the company to remain laser-focused on our customers. This customer-centricity extends beyond our fans and audiences to include distribution partners, employees and internal stakeholder groups across the globe.

 

Is data for good part of your personal or business agenda for 2021? If so, what form will it take?

 

In a word, yes. Across the board, we find ways to help develop the next generation of storytellers from diverse backgrounds. We are proud to support initiatives that look to introduce young UK-based storytellers and young creative innovators to the important role data plays within entertainment and media. Our support of Primary Engineers “STATWARS” programme is one example.

What has been your path to power?

 

I am very lucky as I have a great role at a forward-thinking company. This is a hugely exciting time for us and I am responsible for the oversight, direction and management of WarnerMedia’s International data strategy, data technology strategy and data platform management for all its divisions. We manage data as a strategic asset to drive revenue, increase yield on advertising inventory, and enable more targeted and efficient consumer marketing and commerce opportunities.

 

Previously, I was responsible for overseeing the International advertising effectiveness efforts at comScore and, before that, my roles in research and business intelligence at AOL included the completion of the world’s most extensive enterprise web analytics implementation at the time. Before joining AOL, I held various data-based roles at some of Canada’s largest brands and agencies.

 

What is the proudest achievement of your career to date?

 

Building and leading a diverse team of exceptional professionals continues to be my proudest achievement. With a strong focus on stakeholder collaboration, our team has delivered a genuinely enterprise-wide data platform providing governed data at scale across our International operations. They amaze and inspire me on a daily basis.

 

Tell us about a career goal or a purpose for your organisation that you are pursuing?

 

We continue to break-down data silos and connect datasets and teams. This connected data framework establishes a common and global understanding of the levers that drive our business. More excitingly, it transforms how we are able measure the impact of data and analytics - a demonstration of how we add value to the company.

How closely aligned to the business are data and analytics both within your own organisation and at an industry level? What helps to bring the two closer together?

 

Our data function has a clearly-defined data strategy and our data and technical strategies are integrated in support of placing data-centricity at the heart of driving business decision-making.

 

What is your view on how to develop a data culture in an organisation, building out data literacy and creating a data-first mindset?

 

Trust is essential in developing a data culture. Trust in the data, trust in the teams deployed to manage this data and, most importantly, trust in all employees to make confident recommendations on how to action observations, insights, and models gleaned from data. A key attribute of trust is that it has to be earned and maintained - it is not assumed.

 

At WarnerMedia, we build and sustain this trust through our best-in-class technical stack, integrated and collaborative data processes and workflows, and a strong commitment to skill developments of our employees.

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