Keynote from Nielsen at Spark + AI Summit Europe

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How Nielsen Evolved into an AI-First Company
Mainak Mazumdar
Nielsen, Chief Research Officer
THE FUTURE OF MEDIA AND
RETAIL MEASUREMENT

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MEASURING WATCH & BUY
Video
Ratings
Audio
Ratings
Text
Ratings
Content and Ads Ratings for:
• Market share
• Price, volumes
• Loyalty
• Analytics (pricing, promotion,
assortment)
TOTAL CONSUMER
Retail sales measurement,
advanced analytical capabilities:
● Who is watching (demo, target)
● What (Sports, news)
● Where (in/out of home, devices
● When (time of day)
● How much/ many (frequency, reach)
Measurement in 59 countries Measurement in 100+ countries
TOTAL AUDIENCE

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LONG-TERM, BEST-IN-CLASS CLIENT BASE
BUY WATCH
20,000+
CLIENTS
PARTNERSHIPS
FOR MORE THAN 90 YEARS, WE HAVE BEEN AT THE FOREFRONT OF
MEASURING CONSUMERS AROUND THE WORLD, HELPING CLIENTS DRIVE
BETTER BUSINESS DECISIONS AND PROFITABLE GROWTH OVER TIME

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Cloud, Open Source, Mobile
Prioritize Nielsen labeled data
advantage
Solve business processes and
client need with AI
AI-FIRST STRATEGY
>> Digitization of Data
Collection >> Data Enrichment
>> Delivery

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DATA SCIENCE
TRANSFORMATION

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DATA SCIENCE TRANSFORMATION
BEFORE
SLOW SILOS DEPENDENCIES REWORK NO LINEAGE
BATCH
TODAY: Democratization of Data and Technology
Product
Development
& Deployment
ML / AI
Nielsen
Data Lake
PERFORMANCE COLLABORATION SCALE
REALTIME

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Input Data
DATA SCIENCE PIPELINE
COLLECT
POWERED BY DATA SCIENCE AND ENGINEERING
LEARN PRODUCT
Labeled Data -
Nielsen Ground Truth
Meta Data
FEATURE EXTRACTION SERVICES
ALGORITHMS
Text Image Speech Other
Dashboard
API
Platform
DATA
PREPARATION
& EXTRACT
ML
MODELS

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WHY DATABRICKS AND BUSINESS RESULTS
Model household
characteristics
from viewing
behavior
VIEWER ASSIGNMENT
Model who is
watching media
from behavioral
and event data
ALGORITHM PERFORMANCE
30
mins
< 2
hrs
+12 hrs to
1 week to
<Spark>ed a cultural change
PATTERN RECOGNITION
● Speed, scale, performance
● Self-service cluster management &
democratization of Spark
● Excellent Python support
● Collaborative notebooks, less code
rewrites
● Accelerating unification of data
science and engineering
● Full suite of tech — ETL on steroids to
ML (ML flow)

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Accelerate AI First strategy
WHAT’S NEXT
Continue integration of Data
Science deployment with
Production Pipelines

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THE SCIENCE BEHIND WHAT’S NEXTTM