Automating Google Workspace (GWS) & more with Apps Script
Inspire 2013 - Time Warner Cable Media
1. #
Using Alteryx to Shepherd Internal
Media Measurement for Better
Internal and Client Results
Marshall Jacobowitz
VP, Research
Time Warner Cable Media
@TWC
Business Leadership track
March 6, 2013
11:00 – 11:45 am
2. #
Who Is Time Warner Cable Media
Linear Spots
Online Solutions
Video On Demand
Interactive
Product Value Proposition:
- Targeted Advertisers
- Cross-Platform
50 Markets / 12.5MM Subscribers
We bring advertising and marketing solutions to local marketers
4. #
How Good Companies, Good Tools and Good Timing Led to an Ideal
Solution to TWCM’s Emerging Data Needs
• TWCM and Alteryx (then SRC) relationship dates back to 2008
• Initial Need was for Mapping Tool after existing TWCM vendor dropped product
• SRC had history with TWCM division Adlink for hardcopy maps
TWCM and Alteryx: Making Data Solutions Easier
5. #
In 2009 TWC began collecting tuning information in one test market
• Current audience measurement is geared to over the air stations and not local cable
• No coverage of our sales areas in sample methodology
• Sample sizes too small to accurately estimate audiences for most of our inventory
• Collecting our own information will help us develop cross platform solutions
• Collecting our own data will allow us to tailor better solutions for our clients
• Consistent with Company privacy policy, we can be sure data is not stored or reported
with personally identifiable information (PII)
TWCM Begins to Collect and Analyze STB tuning data
6. #
While TWCM Tech Services Group built the data warehouse, we used
Alteryx to process, manage and scenario play with the data
• What does the data look like ?
• How do we match reference data (channel information, program names, ad placement
data) ?
• What rules to we apply to determine valid tuning events as opposed to similar looking
events (DVR record, PIP, etc) ?
Alteryx was the default tool for doing initial work
8. #
For Interactive campaigns, we were able to map the locations of
responding customers and plot against store locations
Examples of Early STB Work
9. #
For an action movie release, we were able to identify the networks
preferred by households that buy action movies
Alteryx enabled Cross Platform analysis to enhance
Movie On Demand Sales
• Clash of the Titans MOD launch in March 2010
• Found HHs that bought similar movies on
release
• Identify right networks to reach those
homes (able to reduce # networks used)
• Run test/control to identify if targeted
campaign worked
10. #
Currently we have over 15 markets and 7.9 million subscribing
households providing tuning and other transactional data
• Tech group has built the data warehouse so that we no longer use Alteryx for processing
of raw data
• Query capability allows us to build modules for network and program ratings, as well as
advertiser campaigns
• Sharing our modules allows us to design newer reports for others across the company as
availability increases
Where are we today
11. #
Data Volume Continues to Grow
• Daily processing volume is over 0.6 TB
• Each STB generates, on average, 65-100 raw events per day
• As per our editing rules, not all of these events translate into a tuning session
• Each household averages close to 9 hours per day with a STB on (gross)
• Multiple sets with concurrent viewing contributes to higher time spent estimates
State of the Data
13. #
Recent projects focus on enhanced analysis for new business
• Political – How can we identify political advertising opportunities using our targeting
capabilities with content and geography to take share from local broadcast
• And how do we manage our limited cable news inventory
• Data matching
• How can we align our household data to external data to enable more customized
targeting and reporting
• Re-allocations
Current Projects
14. #
TWC Departments outside of Media also benefit
• Program Acquisition
• Audience estimates for networks that are otherwise not measured are important
• Tiering and packaging
• TWC Consumer Marketing
• Inventory allocation
• Targeted TWC Marketing messages
• Upsell to Triple play
• Reduce Churn
Current Projects
15. #
Data modeling is the next major area of exploration
• Network/Program audience estimates to do a better job of selling plans with audience
guarantees
• Includes Rate card optimization
• Competitive Reporting – what is our dollar and ratings share in each market
• Opportunity marketing – where do we see vulnerability of certain stations and/or
dayparts in a given market
Work on Modeling is beginning
16. #
Common Industry Standards and Metrics could create new and better
media usage data
• Ground work has already been laid by various MVPDs (Multi-Video Platform Providers)
with the Media Rating Council (MRC) to create data collection and measurement
standards
• Follow-up work on definitions and metrics are in the works
Goals for TWCM and the Media Buyer/Seller Community
