What the Hell?

While Scripps is chopping people from the payroll coast to coast, they have added new people in the company’s insights and analytics structure.

Now, you might be asking what is the insights and analytics structure and what the hell are these people going to do?

I think I can best answer that by saying, fuck if I know.

Here is the internal memo sent to the staff and obtained by FTVLive.

Through the strategic reorganization, we are creating a best-in-class enterprise data insights and analytics function for Scripps. Today, I’m pleased to share the insights and analytics leadership team, effective immediately:

• Matt Booher, senior director of audience data

• Linda Jednaszewski, director, analytics

• Jessica Nielsen, director, insights and analytics

• Bharathi Umarani, senior manager, data analytics

We are creating a new senior director of insights and analytics role that will oversee this group. The position will be open to internal candidates only and will be posted by Monday, Dec. 11. Until this role is filled, the leadership team above will report to me.

The teams currently reporting to Linda, Jessica and Bharathi will move with them to the insights and analytics group in their current roles.

Together, our group will develop and implement an analytics roadmap for the company and establish a scalable data infrastructure that integrates internal and external data sources to drive insights. We will work with the research function and partners throughout the company to help deliver business results through actionable insights derived from data analysis. This means developing tools and models to analyze our business, industry data and market statistics using predictive models, data analytics and reporting tools, all underpinned by robust data governance guidelines.

Frank Friedman 
Senior Vice President, Data, Research and Insights

After reading this memo, this is kind of what it sounds like to me.