impulsar el negocio de los medios de comunicación gracias al big data con ibm @ big media by...

1 IBM GBS– Digital Marketing| © 2014 IBM Corporation

Enhancing The Championships’ experience for players, coaches and fans around the world.

“By using Wimbledon focused social media feeds to better understand fans, customers, in real time, we are enabling AELTC to better manage their digital presence and understand how its brand is perceived.” and “ providing a better experience to fans we help them to achieve their mission of being the best tennis

tournament in the world. Seddon, IBM Client Exec, Added “

“We continue to look for new ways to innovate and strengthen our leadership

position in the sports industry, and one of the ways we will do this is by delivering content and information about The Championships to fans in the way that they want to consume it, no matter where they are,” said Mick Desmond, Commercial Director at AELTC

Innovations in:

Redesigned interactive mobile experience for Wimbledon fan

Enhanced IBM SlamTracker -For 2014

Cloud-based Predictive Analytics

Evolving topics

Key social statistics

Player conversations

Social heat-map

Hill vs World

Social court

Influencers

Wimbledon Sentiment

Wimbledon Social Command Centre

Mobile

AnalyticsSocial

Cloud


Impulsar el negocio gracias al Big Data

Audience Insight Analytics for Media & Entertainment


Questions & Open Discussion

Agenda at-a-glance

Understanding Industry Tends & Technology Barriers

Moving towards a Next Generation Audience Insight

Case Studies in M&E

Examining IBM’s Analytics Approach


A new context of interactionThe market is setting a new agenda that is impacting in the basis of the business

Hyper-DigitizationThe dramatic increase in digital content accelerates the growth of industries, markets and digital segments.

Social changeClients are changing behaviors and the way they interact, collaborate and contract with entities.

AnalyticReal-time and predictive analysis create business value from massive data available at present.

Mobile revolutionConnectivity, access and people participation and things exploding with the proliferation of new mobile and smart devices


4 out of 10Smart phone users make purchase researches.

86%of the consumers use more than one channel

Average spend of multichannel buyers is

4 to 5 times more.

45%of the clients ask a friend before purchasing.

78%of the consumers rely on the advice of their environment.

80%of CEOs think they provide a Superior Customer Experience…

44% of the companies use client´scrowd sourcing.

…only 8%of their clients agree with that.

A new context of interactionAfter a short period of time, already exists quantitative and qualitative indicators of these impact.

vs


A new context of interaction

250 millions.. tuits per day.

300 millionsimages in facebook

8.000 M$.. of Social Media investments plan for 2015

20%..of the time use by each person in the computer, is dedicated to social networks

800 million…Facebook actualizations daily

90%..of companies with more than 100 employees have online marketing plan.

3.200 million.. daily likes and comments in Facebook.

Social networks are not a fad, continue to develop and hogging all population segments.


Industry trends have raised the stakes for M&E companies to know and cater to their audiences

Increasing demand by advertising brands for deeper insight on audiences and associated affinity/spending habits.

The growing adoption of social tools enabling audiences to connect/discuss, identify latest buzz, and build an identity around a TV shows.

Explosion of digital devices is fueling the growth of video on demand across multiple digital channels and VOD platforms.

Need the ability to "slice and dice" a broader and deeper set of audience profiles within and across TV shows.

Growing opportunity to directly observe. learn, and influence audience sentiment and behavior around TV shows and related lifestyle activities.

Growing importance of cross-platform audience measurement, in day-to-day business (audience research, marketing, ad sales, etc).

March Madness digital

viewing generates

$60 Million in Ad Sales for Turner, CBS

Digital Viewing

"People don't want to think

about whether the [Nielsen ratings] data is true or not…”

– Stelter, NYT

A McKinsey report pegged the

untapped business value of social technologies at $1.3

trillion

Advertiser Demands Social Influence

Tre

nd

Implic

ation


M&E companies face key technology barriers in utilizing data and analytics to better understand consumers

Disparate data repositories, actionable intelligence systems, and organizational knowledge.

Limited or difficulty in sharing data and long cycle times to develop ad hoc reports.

Sheer volume and semi-structured/unstructured nature of new digital data sources (log files, social media, etc)

Difficulty capturing, conditioning, and integrating growing complexity of linear and non-linear data sources.

In-ability to leverage domain knowledge of business users directly in the data discovery and analysis processes

Slower iteration cycles for data analysis, limited or missed opportunities for analytics insights

Legacy information technology, tooling, operations, and data strategies not optimized for new analytics business requirements

High level of effort, costs, time required to collect, condition, analyze, and derive insights from data.

ResultChallengeTechnology Barriers

Big Data

Disparate Actionable Intelligence Systems

Business User Integration

Analytics Feasibility

No Single View of Consumer

Consumers generate a lot of behavioral data but information is stored in disparate data repositories.

Limit decision makers from accessing and leveraging all collected data, and constrain business effectiveness.


Siloed to shared data

Discrete platform to multi-platform actionable

intelligence

Reactive to predictive decision making

Ad-hoc analysis to BI-enriched core business

functions

Detailed 360 Degree View of Consumer

Audience Insight Analytics enables a transformation across five principles, addressing key technology barriers

Current StateFuture State

Marketing Ad Sales Distribution

Marketing

Ad Sales

Distribution

Programming

Internet Mobile App TV

Cubes

Streams

BigInsights Business

Analytics

Applications

Multi-Platform

Principles

Cross Enterprise SharingCross Enterprise Sharing

Multi-platform MeasurementMulti-platform Measurement

Actionable IntelligenceActionable Intelligence

Predictive AnalyticsPredictive Analytics

360 Deg. Audience Profiling360 Deg. Audience Profiling Marketing

DB

Consumer

Info

Digital

Activity

Unified

Consumer

View


Shifting Consumer DemographicsData and Device Explosion Social Media

A global world connected in real-time means new challenges

Disruptive Competitors and New Business Models

How can we face these new fundamental changes that are

transforming clients, business and the world……..


mobile phones in use

Volume Velocity Variety

5 billions

Serve targeted promotions

across channels, in real-time based on customer history,

location/current transaction

and behavioral patterns to

increase satisfaction, sales

and margins

Analyze entire Call Data Record

volume to detect and correct product quality issues, services

problems and emerging trends

Analyze all types of online

information and understand consumer sentiment to grow

revenue, enhance reputation

and improve customer

experience,

are images, video, documents…80% Data increase

call detail records per day500 millions

… levering the competitive advantage of the data analysis available we generate a relevant message


..obtaining information to transform marketing

InteractionInformation Strategy planification

Smart chains are harnessing the power of analytics to reinvent the total brand experience and serve the evolving consumer while driving profitable growth



Agenda at-a-glance



Case Studies in M&E


15 IBM GBS– Digital Marketing| © 2014 IBM Corporation15

maturity

va

lue

Deliver Smarter

Customer Experiences

Engage consumers in an ongoing dialogue with the right message at the

right time and place

Continuous Dialogue

Deliver personalized recommendations tailored to each consumer and sync

messages across channels

Personalized Interactions

Optimize messages and offers to deliver targeted communications

across relevant channels

Precision Marketing

Understand consumer purchase behavior, preferences, motivations

and interactions

Predictive Insight

Capture and consolidate data about consumers across touch points for

insights and decisions

Integrated Information

Most organizations are in the beginning of a customer analytics journey aimed at discovering insights and driving relevance

• Orgs aspire to key imperatives but few

are taking tangible steps

• We’re moving toward “Continuous

Dialogue”, however, few believe the

time is right now


Transform current media research & reporting to a Next Generation Audience Insight

va

lue

maturity

Cross Enterprise Sharing

Multi-Platform Measurement

360 Degree Audience Profiling

Actionable

Intelligence

Predictive Analytics

Build audience profiles from multiple sources for a complete view of lifestyle, affinity, and spending behaviors

Enable business users to directly perform analysis and discovery integrating actionable

audience insights into existing business functions

Measure and combine both linear and digital audience viewing consumption, engagement, and other media behaviorsCross Enterprise Sharing: Move from

siloed data repositories to a shared information platform

Vision: A cross-enterprise information

platform to analyze multi-platform media

behaviors and get a true 360 degree view

of a TV show's audience.

Move from reactive decision making to

scenario planning and forecasting

© 2013 IBM Corporation


Agenda at-a-glance



Case Studies in M&E



Case Study 1: A broadcast TV client needed to share and understand audience data across the enterprise

Differentiate the consumer experience

Audience analytics for enhanced ad targeting

Understand consumption patterns to optimize content and

distribution

Shared Data Repository

Data Discovery

Multi-platform measurement,

audience analysis and ad sales

“TV Anywhere” mobile app

adoption and usage insights

Productivity gains and operational efficiencies through increased intelligence


Case Study 2: Generating audience insight and engagement for a major film studio

Jan 1

Super Bowl

Monitoring Period Feb 5th

Golden Globes NFC Championship

Structured Unstructured

1. Create audience profiles 2. Extract insights 3. Use insight to drive business

decisions

� 1.1B tweets � 5.7M blog and

forum posts� 3.5M relevant

messages� 97K referencing

The Avengers� 18K referencing

John Carter

� Buzz and sentiment� Gender, Location and

Occupation� Avid movie-goers, comic

book fans� Intent to see specific films� Specific attributes of the

film/trailer

Data Set Information extracted

Demographicdata

Transactiondata

Interactiondata

Behavioraldata

Transactions

Orders

Paymenthistory

Usage history

Email / Chat

Call center notes

Web click-

streamsIn-person dialogs

Opinions

Prefer-ences

Desires

Needs

Character-istics

Demo-graphics

Attributes

Purchasestage


20

Case Study 3: Move from a demographic view of audience to psychographics that advertisers covet

inventive/curious vs.

consistent/cautiousfrie

nd

ly/com

pa

ssion

at

e vs. co

ld/u

nkin

d

outgoing/energetic vs.

solitary/reserved

eff

icie

nt/

org

an

ize

d v

s.

ea

sy-g

oin

g/ca

rele

ss

sensit

ive/nervous v

s.

secure

/confid

ent

Big 5 (OCEAN) Personality

Map the use of words, frequency, & correlation

with Big5 based on LIWC++

“Agreeableness” wonderful (0.28), cost (-0.23) …

Information is revealed through

status updates

Useful information is known to

members of social networks

21 IBM GBS– Digital Marketing| © 2014 IBM Corporation21

Case Study 4: A mobile carrier uses social profiles and predictive insights to dynamically target consumers

Track consumer behavior (geo-

location) and capture product

preferences

Link predictive analytics engine

to campaign management

system

Dynamically target consumers

with personalized offers

Systems-driven engagement meets advertising



Agenda at-a-glance



Case Studies in M&E



The big data era introduces several opportunities for M&E companies to introduce new offerings and improve operational efficiency

How can Customer “Big Data” drive business results?

Big Data Sources Big Data Opportunities+ =� Understand Audience Sentiment (e.g. movies/TV

shows, franchises, or media services)

� In-Depth, 360 Audience Profiling (Cross-Channel,

Behavioral Segmentation, etc)

� Predict Audience Behavior (e.g. Churn, Purchases,

Views, etc)

� More Precise Audience Targeting (for BOTH

Marketing, Advertising, etc)

� Enable Multi-Channel Content Personalization

� Improve News Discovery

� Improve Editorial Scale (e.g. dynamic, rules based

publishing)

Big Data Tech

� Natural Language Processing (Text, Semantic Analytics)

� Data Fusion & Sensemaking

� Entity Integration (People, Relationships, Events, Content, etc)

� Massive Scale Predictive Analytics

� Massive Scale Machine Learning

� Stream Computing

� Video Analytics

� STB, 2nd Screen, & Mobile Video Events

� Browser Mobile App Activity Logs

� Free Text, e.g. Social

� Geo-Spatial (GPS or IP)

� 3rd Party Data Feeds

� Content Repository Metadata

� Video, Images, & Audio


INDUSTRY LEADERS

Forming cross-functional business teams to focus on strategic issues

Creating sandbox environments

Using visualization and discovery tools to explore data and test its value

Evolutionary insights that are shared across the teams

Continuous experiments and micro-releases to the business users

INDUSTRY LAGGARDS

Begin with massive data cataloging exercises

Siloed efforts in each department with arguments over ownership

Treating it as a IT problem vs. a business opportunity

Stuck in the old waterfall method of development thinking

Looking for the perfect answer vs. a better one

M&E Leaders VS. Laggards: where do you stand?


IBM Big Data Analytics in action

� Social Data

� Customer Service Data

� Operational Data

� Demographic/Social

Capital Data

� Transactional Data

� Organizational Data

� Environmental Data

� Customer satisfaction

Data

� Crisis Management

� Customer Support

� Market Research

� Measurement Data

Integration

� Monitoring/Outreach

� Knowledge

Management

� Influence

� Campaign Management

FROM TO


Open Discussion

Organizadores Sponsor platinum

Sponsor Gold Con el apoyo de Socio tecnológico

Nicolas Moulard, Director de Actuonda

[email protected]

Tel : +34 699 248 200

@Radio_20 www.bigmediaconnect.es

impulsar el negocio de los medios de comunicación gracias al big data con ibm @ big media by...

Technology

ibm gbs digital marketing

ibm slamtracker

ibm corporation impulsar

digital content

digital segments

digital presence

social networks

ibm client exec