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min Q&A: Don't Drown in Data, Says MSLO's Christine CookMonday, October 4, 2010 iPads, mobile apps and Foursquare—oh my! In the digital age there are endless options and new platforms, leaving media brands in need of a sensible digital roadmap. When it comes to digital strategy, Christine Cook, senior vice president of digital sales at Martha Stewart Living Omnimedia, advises magazine brands not to fear change—instead, they should be inspired by recent innovations and focus on new opportunities. Cook will elaborate on her digital strategies and more at the min day Digital Summit on Nov. 9 in New York City. She’ll be on the panel “Scars and Badges of Honor: What Worked and What Hurt.”min: What keeps you up at night with regard to digital initiatives? Christine Cook: What keeps me up is fully strategizing and finalizing the scope of an initiative before launching it. min: What are the essential components or qualities of an effective, successful digital team? Cook: Intellectually curious—which drives them to keep asking questions of our clients and business. Inspired by change—our models for selling and packaging of inventory is constantly in evolution. Problem solvers—this allows the sales organization to be part of our growth and evolution as well as consultants for their clients. min: When creating a digital strategy, what is a common blind spot? What do most people overlook? Cook: Research always seems to be last on the list. We drown in too much data that is not really telling us anything, and do not prioritize gathering data that is informative. min: What is the most important metric of success for your digital business right now? Cook: Repeat business and growth in average size of business. These are indicators that we are offering a rich communication medium for our clients and providing good partnership. min: What would be your first piece of advice for a brand looking to ramp up their digital initiatives? Cook: Don’t be afraid to be King Arthur and arrange your Knights of the Round Table to include your buying agency, creative agency and key partners. When everyone can be at the same table at the same time, you get great ideas and real-time solutions. It saves time, and everyone learns. Attend the min day Digital Summit on Nov. 9 and hear more from digital leaders like Christine Cook.
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