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BIG	  DATA	  MEANS	  BIG	  BUSINESS	  UNDERSTANDING	  THE	  MEDIA	  AND	  CONSUMER	  OPPORTUNITIES	  Amit	  Seth	  Februar...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	                                           ...
Copyright	  ©2012	  The	  Nielsen	  Company.	  ConfidenBal	  and	  proprietary.	      +                                    ...
Amit Seth@aseth@NielsenWireflavors.me/aseth
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IAB Annual Leadership Meeting 2013 - Amit Seth Keynote

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IAB Annual Leadership Meeting 2013 - Amit Seth keynote on Big Data, Big Ideas

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Transcript of "IAB Annual Leadership Meeting 2013 - Amit Seth Keynote"

  1. 1. BIG  DATA  MEANS  BIG  BUSINESS  UNDERSTANDING  THE  MEDIA  AND  CONSUMER  OPPORTUNITIES  Amit  Seth  February  25,  2013  
  2. 2. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   BIG  DATA  IS  CHANGING  THE  WORLD   BUY WATCH Nielsen measures Americans watch purchase data at 501 BILLION+ 438,000 hours of TV each year U.S. retail stores RFID (radio frequency ID) More than systems generate up to 5 BILLION 1,000 TIMES people are calling, texting, tweeting and browsing the data of conventional bar websites on mobile phones code systems Nielsen integrated CONNECTING Data is growing at 800+ client databases and MEDIA TO THE 30 trillion * MARKETPLACE, 50% PER YEAR more than DOUBLING new data points from Walmart ONLINE AND every 2 years in 2012. OFFLINE INSIGHT 2
  3. 3. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   WHAT  IS  BIG  DATA?   VOLUME VELOCITY Massive amounts of data Pace, speed, immediate access ✓ Social Media posts ✓ Financial Transactions ✗ India’s Unique Identity Database ✗ Census VARIETY RELEVANCE Disparate sources create new insights Does this insight make a difference? ✓ Fraud Protection data ✓ Nielsen Online Campaign Ratings ✗ Census ✗ Social Media demographics (by themselves) 3
  4. 4. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   REACH  AUDIENCES  ACROSS  PLATFORMS   Overcome  fragmenta=on…   …  by  unlocking  Big  Data…   …  to  deliver  in  real  =me.   Nielsen  Online  Campaign  Ra/ngs   •  Reach,  frequency,  GRP       •  By  demographic               +   •  •  PC,  tablet  browser   Viewability,  brand  safety       TV   Online Panel-­‐based  soluBons  break  down   Unprecedented  size  &  quality         •  Campaigns  too  small   •  Access  to  Facebook  and  other   Nielsen  Cross-­‐Pla4orm  Campaign  Ra/ngs   •  Lack  of  granularity   data  providers’  user  data   •  Total  reach,  unduplicated  reach   •  Results  too  slow   •  MulB-­‐plaXorm  panel   •  TV  raBngs  +  OCR     •  InternaBonal  even  harder   •  World-­‐class  measurement   •  Results  a^er  C3   science   4
  5. 5. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   UNDERSTAND  WHAT  WATCHERS  BUY   Matching  TV  and  purchase  data  sets  to  opBmize  adverBsing  spend   Top 33% Category Ratings 4.93 of Customers Generate Viewing Spending 80% Of Sales 2.62 Behavior Behavior Top Spenders Competitor ABC’s Castle Family Dining 5
  6. 6. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   TAP  TV  VIEWERS…  ONLINE     Connect  with  hard-­‐to-­‐reach  viewers  or  strategically  duplicate  messaging   Extend  Reach:  GRP  DistribuBon  of  Online  Schedule   Strategic  DuplicaBon:  TV  +  Online  Video   100%   100%   LIGHT  TV   TRADITIONAL   90%   90%   18%   VIEWERS   VIDEO  BUY   80%   80%   86%   70%   20%   MEDIUM  TV   70%   76%   80%   60%   75%   60%   62%   VIEWERS   USING  ONLINE   50%   50%   40%   56%   AUDIENCE   HEAVY  TV   40%   30%   SEGMENTS   VIEWERS   30%   20%   20%   10%   20%   5%   10%   0%   TRADITIONAL   USING  ONLINE   0%   0%   ONLINE  BUY   AUDIENCE   EFFECTIVE   UNDUPLICATED   SEGMENTS:  TV   REACH  (3+  AD   NET  REACH   VIEWING   EXPOSURES)   Illustrative 6
  7. 7. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   UNDERSTAND  AND  EMBRACE  SOCIAL  TV    7
  8. 8. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   UNDERSTAND  AND  EMBRACE  SOCIAL  TV     Which  networks  and  programs   Social  Guide   should  I  buy?   Audience  Affini=es     How  much  is  the  TV  ad  worth   Nielsen  TwiQer     given  the  program’s  social  impact?   TV  Ra=ngs   How  effec=ve  was  the  TV  ad?   Nielsen  Brand   (alone  or  with  social  ads)   Effect  analy=cs   How  does  my  brand  perform  with   Real-­‐=me  brand   TV  audiences  during  airings?   engagement   8
  9. 9. Copyright  ©2012  The  Nielsen  Company.  ConfidenBal  and  proprietary.   + BRIDGE  ONLINE  AND  OFFLINE  WORLDS  9
  10. 10. Amit Seth@aseth@NielsenWireflavors.me/aseth

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