After reading through this Mashable piece, it’s clear that all of the FT’s paywall experience — and, importantly, all of its related data — has made the organization quite savvy. For example:
Looking through some of the reader data — the FT’s data team now numbers more than 30 across three groups — the FT was able to recognize the kinds of patterns readers display before purchasing subscriptions. “We would see the sort of articles they were reading and the frequency they were reading those articles, for instance, and we began to map those,” [CEO John] Ridding explains. “People do behave in predictable ways.”
“… the FT was able to recognize the kinds of patterns readers display before purchasing subscriptions.”
That, right there, is how you put data to use.