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min Q&A: The Parenting Group's Greg Schumann on Digital DisciplineTuesday, September 14, 2010 Magazine brands continue to grapple with strategies for expansion to digital platforms. But according to Greg Schumann, VP/group publisher of The Parenting Group, mapping out a strategy is “the easy part.” Schumann will elaborate on digital strategies, measurement and more at the min day Digital Summit on Nov. 9 in New York City. He’ll be speaking on the panel “Scars and Badges of Honor: What Worked and What Hurt,” which will survey successful and not-so-successful digital strategies.What keeps you up at night with regard to digital initiatives? Greg Schumann: How to continue to provide moms with compelling reasons to visit and revisit our site when there are limitless digital options. What are the essential components of an effective, successful digital team? Schumann: A successful team needs an array of different, complementary skill sets that mesh together, it needs to oppose status quo and embrace continuous training and learning. Also, it is critical to have a strong leader directing the team. When creating a digital strategy, what is a common blind spot? What do most people overlook? Schumann: That creating the strategy is the hard part—that's actually the easy part. The hard part is being disciplined in evaluating, assessing, analyzing and ultimately altering course in the execution of the strategy. Flexibility is key. What is the most important metric of success for your digital business right now? Schumann: The year-over-year site traffic metrics and overall traffic trajectory of the site is the most important metric. Also, the number of new, integrated franchises we introduce over six- and 12-month periods. If we keep bringing moms to our site, and introduce engaging integrated platforms, we'll continue to accelerate our growth in digital revenue. What would be your first piece of advice for a brand looking to ramp up their digital initiatives? Schumann: Data mining is key. Attend the min day Digital Summit on Nov. 9 and hear more from experts like Greg Schumann.
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