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Impulsar el negocio de los medios de comunicación gracias al Big Data con IBM @ Big Media by Actuonda

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Impulsar el negocio de los medios de comunicación gracias al Big Data con IBM. …

Impulsar el negocio de los medios de comunicación gracias al Big Data con IBM.
Presentación de Elisa Martin Garijo, Chief Technology IBM Spain
@ElisaGarijo

Primer encuentro BIG MEDIA
Conectando Media, Audiencia y Publicidad con Datos
24 de junio 2014, Madrid
• Sponsor Platinum : Perfect Memory
• Sponsor Gold : Stratio, Paradigma
• Con el apoyo de : Big Data Spain, Medios On
• Socio tecnológico : Agora News
• Organizadores : Actuonda y Cátedra Big Data UAM-IBM
• Contacto : Nicolas Moulard (Actuonda) moulard@actuonda.com @Radio_20
www.bigmediaconnect.es

Published in: Technology, Business

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  • 1. 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 Analytics Social Cloud
  • 2. 2 IBM GBS– Digital Marketing| © 2014 IBM Corporation Impulsar el negocio gracias al Big Data Audience Insight Analytics for Media & Entertainment
  • 3. 3 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 4. 4 IBM GBS– Digital Marketing| © 2014 IBM Corporation
  • 5. 5 IBM GBS– Digital Marketing| © 2014 IBM Corporation A new context of interaction The market is setting a new agenda that is impacting in the basis of the business Hyper-Digitization The dramatic increase in digital content accelerates the growth of industries, markets and digital segments. Social change Clients are changing behaviors and the way they interact, collaborate and contract with entities. Analytic Real-time and predictive analysis create business value from massive data available at present. Mobile revolution Connectivity, access and people participation and things exploding with the proliferation of new mobile and smart devices
  • 6. 6 IBM GBS– Digital Marketing| © 2014 IBM Corporation 4 out of 10 Smart phone users make purchase researches. 86% of the consumers use more than one channel Average spend of multichannel buyers is 4 to 5 timesmore. 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´s crowd sourcing. …only 8% of their clients agree with that. A new context of interaction After a short period of time, already exists quantitative and qualitative indicators of these impact. vs
  • 7. 7 IBM GBS– Digital Marketing| © 2014 IBM Corporation A new context of interaction 250 millions .. tuits per day. 300 millions images 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.
  • 8. 8 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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 TrendImplication
  • 9. 9 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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.
  • 10. 10 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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 State Future 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
  • 11. 11 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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……..
  • 12. 12 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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 day 500 millions … levering the competitive advantage of the data analysis available we generate a relevant message
  • 13. 13 IBM GBS– Digital Marketing| © 2014 IBM Corporation ..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
  • 14. 14 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 15. 15 IBM GBS– Digital Marketing| © 2014 IBM Corporation 15 maturity value 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
  • 16. 16 IBM GBS– Digital Marketing| © 2014 IBM Corporation Transform current media research & reporting to a Next Generation Audience Insight value 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
  • 17. © 2013 IBM Corporation 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
  • 18. 18 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 19. 19 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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 Demographic data Transaction data Interaction data Behavioral data Transacti ons Orders Payment history Usage history Email / Chat Call center notes Web click- streamsIn-person dialogs Opinions Prefer- ences Desires Needs Characte r-istics Demo- graphics Attribute s Purchase stage
  • 20. 20 IBM GBS– Digital Marketing| © 2014 IBM Corporation 20 Case Study 3: Move from a demographic view of audience to psychographics that advertisers covet inventive/curious vs. consistent/cautious friendly/compassionat evs.cold/unkind outgoing/energetic vs. solitary/reserved efficient/organizedvs. easy-going/careless sensitive/nervous vs. secure/confident 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. 21 IBM GBS– Digital Marketing| © 2014 IBM Corporation 21 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
  • 22. 22 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 23. 23 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 24. 24 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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?
  • 25. 25 IBM GBS– Digital Marketing| © 2014 IBM Corporation 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
  • 26. 26 IBM GBS– Digital Marketing| © 2014 IBM Corporation
  • 27. 27 IBM GBS– Digital Marketing| © 2014 IBM Corporation Open Discussion
  • 28. Organizadores Sponsor platinum Sponsor Gold Con el apoyo de Socio tecnológico Nicolas Moulard, Director de Actuonda moulard@actuonda.com Tel : +34 699 248 200 @Radio_20 www.bigmediaconnect.es