#Using Alteryx to Shepherd InternalMedia Measurement for BetterInternal and Client ResultsMarshall JacobowitzVP, ResearchT...
#Who Is Time Warner Cable MediaLinear SpotsOnline SolutionsVideo On DemandInteractiveProduct Value Proposition:- Targeted ...
#TWCMedia surrounds consumers across platform
#How Good Companies, Good Tools and Good Timing Led to an IdealSolution to TWCM’s Emerging Data Needs• TWCM and Alteryx (t...
#In 2009 TWC began collecting tuning information in one test market• Current audience measurement is geared to over the ai...
#While TWCM Tech Services Group built the data warehouse, we usedAlteryx to process, manage and scenario play with the dat...
#Having Alteryx allowed us to look at how people watch our ownprogramming, and how client schedules deliverExamples of Ear...
#For Interactive campaigns, we were able to map the locations ofresponding customers and plot against store locationsExamp...
#For an action movie release, we were able to identify the networkspreferred by households that buy action moviesAlteryx e...
#Currently we have over 15 markets and 7.9 million subscribinghouseholds providing tuning and other transactional data• Te...
#Data Volume Continues to Grow• Daily processing volume is over 0.6 TB• Each STB generates, on average, 65-100 raw events ...
#Modules for Queries and Calculations
#Recent projects focus on enhanced analysis for new business• Political – How can we identify political advertising opport...
#TWC Departments outside of Media also benefit• Program Acquisition• Audience estimates for networks that are otherwise no...
#Data modeling is the next major area of exploration• Network/Program audience estimates to do a better job of selling pla...
#Common Industry Standards and Metrics could create new and bettermedia usage data• Ground work has already been laid by v...
Thank You!#Marshall JacobowitzVP, ResearchTime Warner Cable Media@TWC
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Inspire 2013 - Time Warner Cable Media

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Inspire 2013 - Time Warner Cable Media

  1. 1. #Using Alteryx to Shepherd InternalMedia Measurement for BetterInternal and Client ResultsMarshall JacobowitzVP, ResearchTime Warner Cable Media@TWCBusiness Leadership trackMarch 6, 201311:00 – 11:45 am
  2. 2. #Who Is Time Warner Cable MediaLinear SpotsOnline SolutionsVideo On DemandInteractiveProduct Value Proposition:- Targeted Advertisers- Cross-Platform50 Markets / 12.5MM SubscribersWe bring advertising and marketing solutions to local marketers
  3. 3. #TWCMedia surrounds consumers across platform
  4. 4. #How Good Companies, Good Tools and Good Timing Led to an IdealSolution 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 mapsTWCM and Alteryx: Making Data Solutions Easier
  5. 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 reportedwith personally identifiable information (PII)TWCM Begins to Collect and Analyze STB tuning data
  6. 6. #While TWCM Tech Services Group built the data warehouse, we usedAlteryx 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 placementdata) ?• What rules to we apply to determine valid tuning events as opposed to similar lookingevents (DVR record, PIP, etc) ?Alteryx was the default tool for doing initial work
  7. 7. #Having Alteryx allowed us to look at how people watch our ownprogramming, and how client schedules deliverExamples of Early STB WorkSchedule Delivery by Zip Code: Jeff Hall Dodge – Statesville NC MarketVisiRadius/GeoSelectioMarketVision is brought tLLC. © 2009 All Rights RAGS Demographic dataExperian/Applied GeograCurrent year data is for tyear projected data is forScarborough data, collFebruary 2008 to March 2profiled and integrated inMarketVision site. The prusing MOSAIC clusters, asegmentation technologyquestions may be asked alevel, response is in termMRI - 2008 DoublebaseMarch 2006 to April 2008created using MOSAIC clusegmentation technologyquestions may be asked alevel, response is in term2774048527740485CharlotteCharlotteCharlotteCharlotteCharlotteConcordConcordConcordConcordConcordGastoniaGastoniaGastoniaGastoniaGastoniaHigh PointHigh PointHigh PointHigh PointHigh PointWinston-SalemWinston-SalemWinston-SalemWinston-SalemWinston-SalemRock HillRock HillRock HillRock HillRock HillOver 1380HHs530-1380 HHsUnder 530HHsOut of Zone: No Delivery2 and 10 mile radius fromDealershipJeff Hall Dodge,Statesville NCSchedule Delivery by Zip Code: Jeff Hall Dodge – Statesville NC MarketVisionRadius/GeoSelection UploMarketVision is brought to you byLLC. © 2009 All Rights ReservedAGS Demographic data © 2009Experian/Applied Geographic SoluCurrent year data is for the year 2year projected data is for the yeaScarborough data, collected froFebruary 2008 to March 2009, haprofiled and integrated into theMarketVision site. The profiles weusing MOSAIC clusters, and SRCsegmentation technology. Even thquestions may be asked at the Holevel, response is in terms of AdulMRI - 2008 Doublebase, collecMarch 2006 to April 2008. The prcreated using MOSAIC clusters ansegmentation technology. Even thquestions may be asked at the Holevel, response is in terms of Adul2774048527740485CharlotteCharlotteCharlotteCharlotteCharlotteConcordConcordConcordConcordConcordGastoniaGastoniaGastoniaGastoniaGastoniaHigh PointHigh PointHigh PointHigh PointHigh PointWinston-SalemWinston-SalemWinston-SalemWinston-SalemWinston-SalemRock HillRock HillRock HillRock HillRock HillOver 1380HHs530-1380 HHsUnder 530HHsOut of Zone: No Delivery2 and 10 mile radius fromDealershipJeff Hall Dodge,Statesville NC
  8. 8. #For Interactive campaigns, we were able to map the locations ofresponding customers and plot against store locationsExamples of Early STB Work
  9. 9. #For an action movie release, we were able to identify the networkspreferred by households that buy action moviesAlteryx enabled Cross Platform analysis to enhanceMovie On Demand Sales• Clash of the Titans MOD launch in March 2010• Found HHs that bought similar movies onrelease• Identify right networks to reach thosehomes (able to reduce # networks used)• Run test/control to identify if targetedcampaign worked
  10. 10. #Currently we have over 15 markets and 7.9 million subscribinghouseholds providing tuning and other transactional data• Tech group has built the data warehouse so that we no longer use Alteryx for processingof raw data• Query capability allows us to build modules for network and program ratings, as well asadvertiser campaigns• Sharing our modules allows us to design newer reports for others across the company asavailability increasesWhere are we today
  11. 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 estimatesState of the Data
  12. 12. #Modules for Queries and Calculations
  13. 13. #Recent projects focus on enhanced analysis for new business• Political – How can we identify political advertising opportunities using our targetingcapabilities 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 customizedtargeting and reporting• Re-allocationsCurrent Projects
  14. 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 ChurnCurrent Projects
  15. 15. #Data modeling is the next major area of exploration• Network/Program audience estimates to do a better job of selling plans with audienceguarantees• 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/ordayparts in a given marketWork on Modeling is beginning
  16. 16. #Common Industry Standards and Metrics could create new and bettermedia 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 measurementstandards• Follow-up work on definitions and metrics are in the worksGoals for TWCM and the Media Buyer/Seller Community
  17. 17. Thank You!#Marshall JacobowitzVP, ResearchTime Warner Cable Media@TWC

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