In a bid to help publishers embed data at the heart of editorial decision-making, FT Strategies and smartocto have developed a joint masterclass for newsrooms.
This new programme, How to make data-informed decisions in the newsroom, offers newsrooms a blend of strategic guidance and practical experimentation, grounded in best practices from the Financial Times and other leading publishers.
Running from September 2025, this four-part masterclass series is designed to inspire, equip and activate editorial teams who want to do more with data. Participants will not only learn from FT Strategies’ consultants but also gain access to smartocto’s premium analytics platform for a full 16 weeks.
The bridge between strategy and action
The programme targets small to mid-sized publishers looking to sharpen their editorial workflows, as well as larger organisations eager to refine their audience engagement. Central to the initiative is the belief that data isn’t just for analysts. It should inform every stage of the editorial process: from commissioning and creation to distribution and measuring impact.
The masterclasses follow a framework to integrate data across the editorial lifecycle:
- Commission: Learn how to use historic performance and smartocto’s quadrant model to shape your content strategy.
- Create: Use AI and the User Needs Model 2.0 to create content that truly resonates with audiences.
- Distribute: Improve visibility and reach with better homepage placement, notifications and social strategies.
- Drive impact: Set up dashboards, track KPIs and build a long-term strategy that works.
Participants will run weekly experiments, guided by data-driven hypotheses. Alongside the webinars and tool access, the programme includes personal consultations, cohort-based sessions, a newsroom diagnosis and hands-on help with implementation. Participants will also receive tailored recommendations, ongoing Q&A opportunities, and access to FT’s experimentation framework.
With places limited and a deadline of 4 June 2025 for registration, we encourage interested newsrooms to move fast. The programme kicks off on 8 September 2025.
