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Audience Value Insights
 

Audience Value Insights

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A presentation I gave at the 3rd Annual Business Intelligence Conference in Amsterdam

A presentation I gave at the 3rd Annual Business Intelligence Conference in Amsterdam

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  • Hello and welcome to my presentation on Audience Value Insight.
  • The first half of my presentation concentrates on providing definition to Audience Value Insight and the types of data that it is dependent on. The second half of the presentation looks into what could be achieved by a public broadcaster application of AVI to their business. The final part of the presentation provide a summarises the key points made during the presentation.
  • The first half of my presentation concentrates on providing definition to Audience Value Insight and the types of data that it is dependent on. The second half of the presentation looks into what could be achieved by a public broadcaster application of AVI to their business. The final part of the presentation provide a summarises the key points made during the presentation.
  • My presentation is based on my work with a PSB in the delivery of a VOD service. To ensure that its service is a success the PSB has to have the ability to understand their audience and their behaviour. Through AVI a PSB can realise insights that will enable them to constant evolve their service, provide relevant content and create ‘a la carte’ customer experience their service.
  • This will be done by the following:- By communicating what is meant by AVI , the importance of metadata to creating AVI and how the application of AVI can help broadcasters ability to meet current challenges and as a result provide a exceptional VOD service.
  • Most of those years was gained from working at dunnhumby LTD and Tesco Clubcard. Gained a good depth of data understanding from a variety of organisations from various industry. Using my experience and knowledge to help media organisations make business intelligence integral to the business strategies.
  • Like BI, AVI is an enabler. It helps media organisations meet current business and market challenges. What is key to AVI is data. A good level of data quality will produced robust AVI and reliable.
  • VOD is meta data driven. AVI is underpinned by metadata. Good quality meta data. The classes of meta data captured in a VOD service centres around the Publication of Content, the content itself and how the user interacts with the content and VOD service. The brings on the potential of establishing a rich view of the behaviour of users and their interaction with the VOD.
  • With a sound foundation of data this will result in the media organisation into creating insights (and foresights) around the VOD user. Insights will be aligned with business strategies. Ensuring that their actions and decisions are based on fact. Better decisions making and actions should result in improved business performance. Knowledge gained from this should be fed back into the data foundation beginning the value chain again.
  • This slide communicates at a high level where AVI is created and where its benefits can be realised. The VOD user uses his computer to download content for personal viewing.
  • Forecasting and Planning: AVI can enable a PSB/Media organisation to better forecast and plan new content. They can ask questions around the potential of new content, how much investment should be made in relation to audience needs, predict how the publication of content will perform. Audience demographics: PSB usually rely on an audience sample to measure and analyse audience demographics. With AVI and the volume of VOD data samples can be much larger (and richer) thus improving knowledge of audience characteristics. Promotional effectiveness: A PSB can now effectively measure promotional effectiveness. Audience Share and Targeting: A PSB through AVI will be able to more perceptive to audience behaviour and needs as they have the data to support what audience/customers have done (downloaded) rather than guess what they have done. This will a PSB to be able to commision and target content at the right market segments and niches. Content Development and Delivery Savings: A PSB can make savings in how it produces and delivers content.
  • If the potential of new content is high it can make a decision to spend more money on the content as the likelihood of success is high.
  • The right information must get to the right people at the right time. Most importantly, however, people must act on the information. Enable the PSB with good foresight. Which will result in providing a meaningful relationship with their audience.
  • Visibility of performance now and in the future at individual and aggregate levels Tell me when there's a problem Take appropriate action automatically VOD is 24/7 AVI should match that. SOA is an Enterprise Integrated Application style that couples modular services to deliver a new generation of real time, integrated and flexible applications. Reducing the latency between data, analysis and actions. the BBC will have the opportunity to enable the business to make real-time decisions based on real time insight, foster better collaboration and reduce IT costs in complex data management tasks.
  • The aim of this slide is to communicate the transformation from the traditional model of Business Intelligence to the future enterprise model of Business Intelligence. This is called SoBi. SoBI is the synergy of business intelligence and Service Orientation. This I feel is the future view of BI within the BBC. SoBI is based on a middleware backbone. This provides a common information layer that offers standard transformations, an enterprise logical model and standard connectors and adapters. Data sources/systems connect to the middleware layer. A reference data management service can provide data standardisation and consistently. A data warehouse service is able to be fed by data from the source systems. It also has the potential of offering a aggregation of transactional and historical data as a service. The BI engine offers the environment for generating insights. Again there is potential of offering a insight service to the organisation. An example of how insight can be distilled back into the organisation. Event driven enterprise BI – Real time insight.
  • Event driven insight. More agile and responsive. Vital in the VOD world. Innovative ideas are more likely to succeed as they are based on actual data i.e. fact. BI capability can be reused just as any other component. Insight and information delivered as a service.

Audience Value Insights Audience Value Insights Presentation Transcript

  • 3 rd Annual Business Intelligence Conference Audience Value Insight (AVI): A Broadcaster’s Application of Business Intelligence 20 th September 2007 Presented By Samuel L S Brown Siemens IT Solution and Services
  • Presentation Agenda
    • Aim of Presentation
    • Introduction – Who Am I?
    • Context and Background
    • AVI: It’s Role
    • AVI and VOD Metadata
    • AVI: It’s Value Chain
    • AVI: BI Architecture
    • AVI: Audience Profiling
    • AVI: Forecasting and Planning
  • Presentation Agenda
    • AVI: Business Process
    • Event Driven AVI
    • AVI: SoBI Architecture
    • Event Driven AVI: It’s Benefits
    • 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 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 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
  • 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
  • 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.
  •