In a rapidly-changing digital world, data is critical to the success of media organisations. But the practice of analytics – drawing insights from that data – has the potential to deliver value in surprising and unexpected ways. In this talk, New York Times Director of Global Analytics James Robinson shows how analytics can be used to help measure success, better understand audiences, and build new relationships with readers. He is joined in-conversation by Peter Fray. This talk was recorded at State Library of New South Wales as part of the Walkley Foundation's Media Talks series.