This session focuses on: - Operating model – what you need to succeed with data - Viewer Value Exchange – how to garner trust and permission more so with GDPR on the horizon - The commercial imperative - The creative imperative - What’s next with AI?

1. Managing HiPPO’s … collecting underpants
Sanjeevan Bala
Head of Data Science
Channel4

2. About 4

3. ”
”CEO buy in
Data is the 'new oil' of television
Channel 4 chief calls on Ofcom to investigate control of audience data
CEO Channel4

4. Underpants clip
More underpants….. more profit

6. Hi.P.P.O

7. Structure
Centralised Decentralised

8. Cooks
Distributors
 Influence
 “What if”
 Change agent
 Business context
 Developing recipes
 Experimenting
 Flexibility
New skills

9. Data Science
Platform
Owners
ProductInfosec
Technology Legal
Ad Ops
Marketing
Ad Sales
Commissioning
Scheduling
WTF?
Agencies

10. Communications

11. What we capture
Who What
GUID BEHAVIOUR
Why
SURVEY RESPONSE

12. £1
0.05
Trading Desk
0.29
Publisher
0.15
Ad Exchange
0.14
SSP/Ad Network
0.12
DSP
0.10
Agency
0.15
DMP / Data Provider
The Commercial Imperative

13. 13
The ABC and D of our data fuelled products
DATA MATCHING
New demand, a Data
Matching Portal for scaled
automated data matching
between advertisers users
and our users
A B CAUDIENCES
The core of our digital
trading, Demo Targeting.
Allows advertisers to buy
unified across linear and
digital. i.e. AB1s,
HW+Kids, 16-34s
BEHAVIOURAL
Interest Based Targeting
audiences allow advertisers
to target against
behavioural segments.
For example Fashionistas,
foodies
or Tech Adopters.
CONTEXTUAL
Our latest development,
Contextual Moments, R&D
which matches
an advert to content across
the C4 portfolio.
D

14. Digital Revenue Agency Deals
• High quality ABC1 model build on 1st Party
from our registered users
• PwC Audited for independent triple
verification of our product
• World first product which contributed to
huge commercial growth
HW/WKHW16 -34
16-24Woman 16-34
ABC1
Man 16-34
demo targeting
Adults 16 +
Audiences
2011: 5% 0
2017: 95+% All

15. Food
3.6m individuals
Technology
5.55m individuals
Deal seekers
3.75m individuals
DIY
3.9m individuals
Fashion
3.6m individuals Beauty
3.45m individuals
House Proud
3.75m individuals
Green Aware
3m individuals
existing interest based targeting audiences
Fitness
4.65m individuals
App users
3.9m individuals
App gamers
3.6m individuals
Movie goers
4.95m individuals
High Net Worth
2.1m individuals
Luxury cars
3.15m individuals
Travel
3.3m individuals
Gamers
4.65m individuals
new audiences under development…
Behavioural

16. 16
Database matching
Merging of
BRAND X
and C4’s
database
Serves BRAND X ad
to targeted individual
Track post-viewing purchase
behaviour to measure ROI
BRAND X
Customer database
BRAND X
CHANNEL 4
Registered users
Identify individuals
that “overlap”
3
1
2
4

17. ID identification
EFFECTIVENESS
PWC audit
100% 90% +30-50%+ CPM
2Xmore efficient
than our competitors2Xclick
through 3X brand
recognition
EFFICIENCY
Commercial learnings

18. Individually personalised advertising

19. Experiments
19

20. Taste Segment Overview
Voyeurs
Love/Makers
Culture Club
Yank Bank
Hollyoaks
Sloane
Rangers
Inquisitive
Minds
Indiana
Homes
Alt Brityounger older

21. 21
Yank Bank – All 4 Demographics
51%
48%
females
males
Super Geeky Thrill Seekery
66%
34%
All4 average
All4 average
Av Age
31
Segment Overlap
#1
Voyeurs
#3
Alt Brits
#2
Inquisitive
Minds
1
Top 5 shows
2
3
4
5
The Big Bang
Theory
Brooklyn Nine
Nine
The Inbetweeners
Friday Night
Dinner
Fresh Meat
Imaginative
Fantasy
Adventure
Outdoors
TechyGaming
Defining Features
1. Use your Imagination: Girls are very
creative and guys are gamers - and most
likely to go LARPing
2. Active and Outdoorsy: Most likely segment
to go running and twice as likely to go rock
climbing
3. Unisex Techs: Film animation and
computer coding are equally popular
between genders

22. 22
Hollyoaks – All 4 Demographics
17%
83%
females
males
Av Age
28
Hollyoaks, Hollyoaks, Hollyoaks
66%
34%
All4 average
All4 average
Top 5 shows
1
2
3
4
5
Hollyoaks
Hollyoaks The
Story of
Hollyoaks
Omnibus
Hollyoaks
Access All Areas
Hollyoaks
What is
Consent?
Segment Overlap
#1
Voyeurs
#2
Inquisitive
Minds
#3
Love/Makers
Celeb
Gossip
Caring
Homemaker
1. Home Birds: They are most interested in family,
spending time with them, cooking meals and being
on hand to babysit
2. Celeb Seekers: 3 times more likely to read the
Daily Star and read Heat or Closer magazine
3. Gossip Girls: Likely to chat to friends over social
media & instant messenger
Defining Features

23. 23
Yank BankHollyoaks
Alt Brit
Personalising Homepage

24. Imagine they're watching on platform: C4
Imagine they're watching at 3pm
Imagine they're watching on a Monday
Comparison of our recommendation algorithms
Made in Chelsea
PREFER
Made in Chelsea
NYC
Made in Chelsea
does Come Dine
with Me
Rich Kids of
Instagram
Made in Chelsea
does South of
France
PREFER
Made in Chelsea
NYC
First Dates Hotel Naked Attraction Beauty and the
Baker
PREFER
Our Guy in ChinaCarjackersMy Secret TattooChewing Gum
24

25. 25
Archive
Taste Segments
Recency
Randomness
Multiple Episodes
Chewing Gum Nathan Barley Raise by Wolves No Offence Garth Marenghi’s Darkplace
Green Wing
Nathan Barley
Raised by Wolves
No Offence
Garth Marenghi’s Darkplace Chewing Gum
Peep Show
Raise by Wolves
No Offence
Friday Night Dinners
Chewing Gum
Nathan Barley
New Girl
No Offence
Garth Marenghi’s Darkplace
18

26. Programme Genie

27. My team

28. TECHNOLOGY
Culture Clash
DATA SCIENCE Art of possible Speed & Agility BETA technologyNew POC’s
Don’t break it Outages
Take risk
Scalable SecurityReputation risk

29. Codevelopment
ideation POC use cases distribute
& roll out
• data science
• DPO
• business
• technology
• data science
• technology
• data science
• business
• data science
• business
• technology

30. Automation intelligence
All systems that can adapt to different situations and can
act autonomously without human assistance.
Assisted intelligence
All systems that assist humans in making decisions or taking
actions. Hard-wired systems that do not learn from their
interactions.
Human-in-the-loop
Hardwired/
specific systems
Automation
Automation of manual and cognitive tasks that are routine.
This does not involve new ways of doing things
-automates existing tasks.
No Human-in-the-loop
Adaptive
systems
Augmented intelligence
All systems that augment human decision making
continuously learn from their interactions. With humans and
the environment.
What’s Next AI
Source: PwC

31. Contextual Innovation
Images
Audio
Subtitles
Watch
Listen
Read

33. AWS
Kinesis
AWS API
Gateway
AWS Data
Migration Service
AWS Relational
Database
AWS
Lambda
AWS
Elasticsearch
Technology – Opex not Capex
AWS
Rekognition
AWS
Comprehend
AWS
Transcribe
AWS
SageMaker

34. Key Learnings

35. Questions?