How Data Can Make You More Creative

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- How can you can use data to make a bigger impact creatively? …

- How can you can use data to make a bigger impact creatively?
- Lots of examples from TV in particular
- This was a talk I gave at Regent's University in London on 16/10/13

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  • 1. How Data Can Make You More Creative Todd Green / Regent’s Uni / Oct 2013
  • 2. Two posts – two different responses 110 Likes 0 Likes (Conclusion – get married more often) @mediademicblog
  • 3. Ha! Who needs data. I’m ‘a Creative’. @mediademicblog
  • 4. 1983: Very little data available h"p://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s   @mediademicblog
  • 5. 2013: Creativity can be measured %viewers watching at a given moment during the video @mediademicblog
  • 6. There are lots of ways to measure the impact of creative work So Data can help you be more creative @mediademicblog
  • 7. Data in TV: BARB ratings @mediademicblog
  • 8. Data in TV: Facebook @mediademicblog
  • 9. Data in TV: Twitter @mediademicblog
  • 10. Data in TV: YouTube @mediademicblog
  • 11. Data in TV: Catch-up services @mediademicblog
  • 12. Data in TV: Streaming services @mediademicblog
  • 13. Data in TV: Second-screen apps @mediademicblog
  • 14. Data in TV: Multiple connected services @mediademicblog
  • 15. What types of data are available for TV? KPIs Interactions Metadata Behaviours @mediademicblog
  • 16. What types of data are available for TV? KPIs Interactions Ratings, views, viewers, £, sessions, ads served, registrations… @s, #s, SMSs, votes, emails, applications, taps, buzzes… Metadata Behaviours Show descriptions (types/actors/ run time), consumer profiles, external reference points… Funnels, drop-offs, CTR, conversions, shares… @mediademicblog
  • 17. How can these data types be used by producers / broadcasters? KPIs Interactions Measuring Reporting Listening Marketing Metadata Behaviours Connecting Recommending Understanding Optimising @mediademicblog
  • 18. Concrete example: new editorial material! Result from app Shown on TV in live show @mediademicblog
  • 19. Concrete example: more livecams on baby animals! More views for cats than dogs = Add a new cat channel @mediademicblog
  • 20. Concrete example: more questions to fans! More Likes, comments and shares on a certain type of post = Do more of those @mediademicblog
  • 21. What skills are required? Measure Analyse Iterate @mediademicblog
  • 22. How to do it if you have £££ Measure Automated data capture Analyse Data scientists do number wizardry Iterate Lots of brains have ideas and innovate @mediademicblog
  • 23. How to do it if you’re, er… still working towards £££ Measure Your platforms already track some basic data Analyse Check your free tools Iterate Your brain has ideas and can innovate @mediademicblog
  • 24. DIY analytics on my own video https://www.youtube.com/watch?v=_So69qMuNhU @mediademicblog
  • 25. DIY analytics on my own video What does the data(fox) say? 1. Start with the crap shots! @mediademicblog
  • 26. DIY analytics on my own video What does the data(fox) say? 2. Figure out how to use keywords to be a ‘Suggested video’ more often @mediademicblog
  • 27. DIY analytics on my own video What does the data(fox) say? 3. Irish people love golf! @mediademicblog
  • 28. Data can help you be more creative So Find it, understand it, and use it! @mediademicblog
  • 29. How Data Can Make You More Creative Todd Green / Regent’s Uni / Oct 2013