3rd Annual Business Intelligence Conference Audience Value Insight (AVI):A Broadcaster’s Application of Business Intelligence

20th September 2007

Presented By Samuel L S Brown

Siemens IT Solution and Services

Presentation Agenda

1. Aim of Presentation

2. Introduction – Who Am I?

3. Context and Background

4. AVI: It’s Role

5. AVI and VOD Metadata

6. AVI: It’s Value Chain

7. AVI: BI Architecture

8. AVI: Audience Profiling

9. AVI: Forecasting and Planning

Presentation Agenda

10.AVI: Business Process

11.Event Driven AVI

12.AVI: SoBI Architecture

13.Event Driven AVI: It’s Benefits

14.Summary and Conclusions

Aim of Presentation

The aim of this presentation is to demonstrate how Business Intelligence (in the form of Audience Value Insight) can enable a Public Service Broadcaster better understand their audience and thus provide an innovative customer experience to their VOD (Video On Demand) service.

Aim of Presentation

To communicate the definition of Audience Value Insight

To communicate the importance of metadata to creating AVI

To demonstrate how AVI can help a Public Service Broadcaster better understand their audience behavior.

Introduction – Who Am I?

Samuel L S Brown

Senior Consultant – Siemens IT Solutions and Services

Over 10 Years Business Intelligence and Data Management experience

Worked with a broad spectrum of clients within various industries including Retail, Motor, Utilities and e-commerce sectors.

Context and Background

Lead Data Architect working with a PSB in the development of a VOD service.

As the data architect I help provide the metadata expertise in data structure and modelling to the project.

One of my successes on the project that the team now recognise how important meta data is to a VOD service and user experience.

Meta data is fundamental to a VOD service. The VOD user experience is data driven. Bad data design and structuring equates to a poor user experience.

Background

If the PSB have ambitions of taking their VOD to the next level they will need to gain insights of how their audience are interacting with their service.

From these insights they will be able to make sound decisions and respond to their audience with relevant and tailored propositions and experiences.

A PSB need Audience Value Insight.

AVI: It’s Role

Audience Value Insight can mean the difference between staying relevant or becoming obsolete.

AVI: It’s Role

Audience Value Insight (AVI) is an enabler. It enables a PSB through its VOD Service to:-

•Relate to its audience in a highly responsive and relevant method,

•Experience performance improvement through effective decision making based on accurate data,

•Meet the challenges within the VOD/Media Industry with innovative products and services.

AVI and VOD Metadata

Publ ication

Content

User Interaction

Information about the publication of content through VOD, i.e. the availability or otherwise of content, and how it is organised and controlled.

Information about the conceptual media elements commissioned by the PSB for publication through their VOD service. Includes editorial and technical media characteristics.

Information about how users of the VOD service interact with the system, and the way in which content is organised for transport to the user.

AVI: It’s Value Chain

Data Foundation

Business Insights and foresightsEnterprise Reporting

Data Mining and Exploration

Performance Management

Business actions and strategies

Improved business performance

Results in

Drives

Results in

The sound data foundation is an important component to AVI.

The VOD user experience is meta data driven. The success of a VOD service is based on how well data is structured and deployed.

Meta data provide a VOD provider a 360 view of their audience behaviour, attitudes and needs.

This insight can help drive actions and strategies applicable to those audiences.

As a result will improve business performance

AVI and BI Architecture

VOD User

Personal Computer

VOD ServiceComponent

VOD Portal

VOD Operational Infrastructure

VOD Storage

ETLData-warehouse

BI Engine

Business Intel l igence Infrastructure

VOD Managers

AVI

How can AVI Provide Value

There are a number of areas where I feel AVI can provide value

•Audience Profiling

•Forecasting and Planning

AVI: Audience Profiling

AVI allows the PSB to undertake Audience Profiling.

Audience Profiling enables the PSB to get an understanding of the Audience characteristics and behaviour.

A much richer view of the Audience can be realised as the data supporting AVI is rich information about:-

•How the user has interacted with the VOD service•A history of what content the VOD user has downloaded•The types of content (by genre, sub genre, slot etc)•And the frequency of downloading the VOD user.

AVI: Audience Profiling

Once the PSB has achieved a holistic Audience profile it should allow them to do the following:-

•Personalisation of experience

•Create plans/actions in extending Audience Relationship

•Cross promotion of content

•Ability to measure Audience Satisfaction

•Create plans/actions in Audience Retention

•Audience Targeting

AVI: Forecasting and Planning

Through AVI, a PSB has the ability to improve forecasting and planning.

Forecasting and planning of publication of content is vital to a VOD service.

The ability to make predictions on the potential of new content that could be provided on their VOD service.

VOD data architecture allows the PSB to retain user interaction history. This allows them to perform trend analysis over a period of time.

Insights from trends and patterns in data provide the PSB foresight into what could happen in the future.

Thus better decisions can be made that affect a PSB Audience.

AVI: Business Process

AVI must become integral to the business strategies and processes . It must not only help to understand the past, but also work to find new opportunities and emerging trends in the future!

Event Driven AVI

The next phase in the evolution of AVI is Event Driven AVI.

Event Driven AVI enables the PSB to be even more agile in its responsiveness as it provides real time metrics, real time alerts and real time actions.

Event driven AVI is based on the application of BI on Middleware/Service Orientated Architecture (SOA).

BI + SOA = SoBI

SoBI is the architecture that harnesses both BI and Middleware/SOA paradigms.

AVI: SoBI Architecture

Reference Data

Repository

Data Warehouse

BI EngineReference Data

Management Data Warehouse

BI Application

Business User

Enterprise Service Bus

Transformations

Transformations

Enterprise Schema complianceXML, SQL, OBDC, HTTP

VOD Service VOD User

Data Source

Event Driven AVI: Its Benefits

Real Time Business Insights

Ensures managers can make their decisions based on up-to-date, accurate and complete information.

“Information as a Service”

Offers three level of BI: operational, tactical and strategic.

Reduces overall IT costs by simplifying unduly complex data and information management tasks.

Summary and Conclusions

AVI is an enabler.

AVI Value Chain: Sound Data Foundation, Improved Insights, Robust Strategies and Improved Business Performance.

AVI lends itself to Audience Profiling and Forecasting & Planning

AVI has to be integral to Business Strategies and Processes

The next evolution of AVI is Event Driven AVI – Delivering real time insights in the 24/7 VOD service.