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Make smarter editorial decisions with data

Newsrooms are surrounded by valuable data, yet turning that information into impactful editorial decisions can be a challenge. That's why we created this new programme, How to make data-informed decisions in the newsroom, designed to help publishers make the most of their data across every stage of the editorial process.

This programme helps newsrooms leverage data to improve decisions and engagement performance. Through a series of expert-led masterclasses, real-world newsroom experiments, and access to industry-leading tools from FT Strategies and smartocto, we’ll equip publishers with practical strategies to enhance data use in commissioning, writing, distribution and long-term editorial planning.

Spaces are limited and applications close on 4th June 2025 so we encourage interested newsrooms to move fast. The programme starts on 8th September 2025.

 

Programme essentials: Who should join and what to expect 

Participants

This programme will be most useful for small to medium publishers who are exploring newsroom tools and processes, as well as larger organisations who want to optimise audience engagement processes and make better informed decisions. The masterclasses will be useful for a project team of staff across audience engagement, data and editing. 
 

Curriculum

Be ready for 4 masterclasses with best practices from the Financial Times and other news organisations, access to smartocto for 16 weeks and weekly experiments using data in newsroom decisions. Additional masterclasses will also be available on demand.
 

Impact

To get the most out of the programme, the project should be led by a senior newsroom decision maker who has the authority to commission, create and distribute content. The newsroom should be open to running experiments and testing new ideas at a fast pace.
 
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Commission

FT Masterclass
  • Key metrics in the newsroom (reach, engagement, quality reads)
  • External sources for story ideas
  • Examining past performance to influence future commissioning
smartocto demo
  • Quadrant model for powerful visualisations on story performance
  • Content performance metrics on loyalty, reach & engagement
  • Smart Mail reports on Missed Opportunities
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Create

FT Masterclass
  • How to write audience-first content using the User Needs Model
  • Using Al to support story creation
  • Adapting formats for different audience needs and habits
smartocto demo
  • A/B Testing of headlines and homepage optimisation
  • User Needs Model 2.0 for an audience audience-centric approach to news coverage
  • smartocto.ai for smart Al-powered suggestions for storytelling
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Distribute

FT Masterclass
  • Choosing the right headlines and images
  • Homepage placement, social distribution and SEO optimisation
smartocto demo
  • Customisable dashboards and big screens
  • Notifications for actionable story tips supporting multiple business models
  • Impact Radar to give visual insights on channels and timing
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Drive Impact

FT Masterclass
  • Newsroom dashboards and communicating data
  • Creating a long-term content strategy and diversifying audiences
smartocto demo
  • Compare the impact comparison for multiple timeframes
  • Goals to set your targets and get visual support for progression
  • Instant feedback on subscriptions and funnel performance
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What's included in the programme?

 

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  • Webinar Masterclasses with FT Strategies consultants 
  • 1:1 Publisher Consultations
  • Inspiration session with an FT Newsroom expert
  • Cohort Specialist Sessions
  • Diagnostic support
  • Tailored recommendations
  • FT Experimentation framework
  • Regular Q&A with FT Strategies consultants 
  • Regular cohort-based interactions and activities 
  • Access for 16 weeks to the premium smartocto tool (real-time, historical and predictive) 
  • Advanced session on setting notifications to organisational strategy
  • Reporting on programme experiments 
  • Assistance on Implementation 
  • Access to tutorial videos on data in the newsroom
  • Regular Q&A with smartocto strategy consultants 

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