Bloomberg using data and visualization to attract readers

Stuart Feil of Adweek profiled Zazie Lucke, who oversees consumer marketing for Bloomberg Media.

Feil writes, “Charged with coming up with new advertiser solutions and overseeing consumer marketing of Bloomberg Media, Lucke started digging in with insights into what’s on the minds of CMOs. ‘What keeps them up at night?’ she asks. ‘The first is data: How do we make it drive business outcomes? The second is: How do I storytell?’

“These insights formed the core of the media company’s newest advertiser offering—Bloomberg Denizen—a content marketing solution that leverages Bloomberg’s data, visualization and narrative expertise. It’s become a key tool in moving to more value-based advertiser relationships. ‘Let programmatic do its thing at the commodity level,’ Lucke says. ‘A sales team should be lifting up and selling from an ideas-based perspective.’

“At the same time, Bloomberg has been refining how it wants to be seen by consumers. The new Bloomberg Business website surprised and excited a lot of people, eschewing a streamlined flow and doubling down on an information-rich, vibrant home page. It’s something that fits squarely in the ‘Smarter.Faster’ positioning Lucke oversaw for its consumer marketing.”

Read more here.