The Financial Times are on their way to reach a huge goal: 1 million subscribers. The newspaper has had a systematic, data-driven approach to prevent what is known as “churn”: readers cancelling their subscribtion. Working with big data, the analysts at FT have come up with a formula that is able to predict if a subscriber is in danger of quitting. The newspaper has also used tools from computer games. These are just a few of the things Cait O’Riordan will talk about at the Nordic Media Festival. She is in charge of the FTs platform and product strategy. Before she joined the newspaper, she work at Shazam and with the BBCs digital product development.