The LavaCon Content Strategy Conference | 23-26 October 2022 | New Orleans
Gordon Edall

Gordon worked as a producer and editor for years before heading up The Globe and Mail’s Innovation Lab. Now as Managing Director, Globe Labs, and VP, Sophi.io, he speaks about innovation around the world. Sophi is an AI and ML-powered platform developed at The Globe and Mail that uses Natural Language Processing and cutting edge data science to enable predictive models and drive optimization that transform content businesses. Gordon is responsible for operations, sales and marketing for this award-winning start-up.

First Party Data: Here’s What News Organizations Learned About Their Audience to Stay Alive

Google deferred the death of the third party cookie until 2023, but that only means you have a little extra time to take ownership of your relationships with your audience and get to know your customers within your own site. In this session, we’ll share best practices learned by The Globe and Mail around how to attack the first party data conundrum with AI-powered technology. The Globe uses an optimization and automation platform called Sophi.io to build relationships with its users, fast-track progressive disclosure and get from one piece of data about its visitor, to two pieces of data, to a completely different relationship with higher loyalty, retention and engagement. Using this smart AI, the Globe has increased registrations by over 200%.

In this session, attendees will learn:

We’ll share best practices learned by The Globe and Mail around how to attack the first party data conundrum using your content paired with AI-powered technology. The Globe uses an optimization and automation platform called Sophi.io to build relationships with its users, fast-track progressive disclosure and get from one piece of data about its visitor, to two pieces of data, to a completely different relationship with higher loyalty, retention and engagement. Using this smart AI to optimize their content, the Globe increased registrations by over 220%.

Using AI and automation to Drive Content ROI

When content is the sole product you sell, understanding the value of each piece is essential. The Globe and Mail is a 175-year old business that uses an AI-powered growth platform called Sophi.io that works alongside its writers to unlock the value of its content. Sophi autonomously curates 99% of its digital content across every page of its website, to automatically predict which stories will be the most valuable – not the most popular, but the ones that drive its business goals. Using a combination of predictive modelling, deep learning and optimization technologies, Sophi presents a best practice in using AI at scale to drive ROI. Learn how powerful, cutting edge technology is putting real world AI tools in the hands of content-focused brands that are building for the future.

In this session, attendees will learn:

“-How to make the most of your content to move the metrics that matter to you
-How newspaper-quality automated content curation is attainable now
-Why you should start thinking about what you can automate today
-How to drive conversions and other business goals using AI-powered solutions like Sophi.io”