How Data Can Make You More Creative

Todd Green / Regent’s Uni / Oct 2013
Two posts – two different responses

110 Likes

0 Likes

(Conclusion – get married more often)
@mediademicblog
Ha! Who needs data. I’m ‘a Creative’.

@mediademicblog
1983: Very little data available

h"p://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s	
  
@mediademicblog
2013: Creativity can be measured
%viewers
watching at a
given moment
during the video

@mediademicblog
There are lots of ways to measure
the impact of creative work
So
Data can help you be more creative
@mediademicblog
Data in TV: BARB ratings

@mediademicblog
Data in TV: Facebook

@mediademicblog
Data in TV: Twitter

@mediademicblog
Data in TV: YouTube

@mediademicblog
Data in TV: Catch-up services

@mediademicblog
Data in TV: Streaming services

@mediademicblog
Data in TV: Second-screen apps

@mediademicblog
Data in TV: Multiple connected services

@mediademicblog
What types of data are available for TV?

KPIs

Interactions

Metadata

Behaviours

@mediademicblog
What types of data are available for TV?

KPIs

Interactions

Ratings, views, viewers, £,
sessions, ads served,
registrati...
How can these data types be used by producers / broadcasters?

KPIs

Interactions

Measuring
Reporting

Listening
Marketin...
Concrete example: new editorial material!

Result from app

Shown on TV in live show

@mediademicblog
Concrete example: more livecams on baby animals!

More views for cats
than dogs =
Add a new cat channel

@mediademicblog
Concrete example: more questions to fans!

More Likes,
comments and
shares on a certain
type of post
=
Do more of those

@...
What skills are required?

Measure

Analyse

Iterate

@mediademicblog
How to do it if you have £££

Measure

Automated data
capture

Analyse

Data scientists do
number wizardry

Iterate

Lots ...
How to do it if you’re, er… still working towards £££

Measure

Your platforms already
track some basic data

Analyse

Che...
DIY analytics on my own video

https://www.youtube.com/watch?v=_So69qMuNhU

@mediademicblog
DIY analytics on my own video

What does the data(fox) say?

1. Start with the
crap shots!

@mediademicblog
DIY analytics on my own video

What does the data(fox) say?

2. Figure out how to use keywords to be a
‘Suggested video’ m...
DIY analytics on my own video

What does the data(fox) say?

3. Irish people love golf!

@mediademicblog
Data can help you be more creative
So
Find it, understand it, and use it!
@mediademicblog
How Data Can Make You More Creative

Todd Green / Regent’s Uni / Oct 2013
Upcoming SlideShare
Loading in …5
×

How Data Can Make You More Creative

1,177 views

Published on

- 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

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,177
On SlideShare
0
From Embeds
0
Number of Embeds
602
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How Data Can Make You More Creative

  1. 1. How Data Can Make You More Creative Todd Green / Regent’s Uni / Oct 2013
  2. 2. Two posts – two different responses 110 Likes 0 Likes (Conclusion – get married more often) @mediademicblog
  3. 3. Ha! Who needs data. I’m ‘a Creative’. @mediademicblog
  4. 4. 1983: Very little data available h"p://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s   @mediademicblog
  5. 5. 2013: Creativity can be measured %viewers watching at a given moment during the video @mediademicblog
  6. 6. There are lots of ways to measure the impact of creative work So Data can help you be more creative @mediademicblog
  7. 7. Data in TV: BARB ratings @mediademicblog
  8. 8. Data in TV: Facebook @mediademicblog
  9. 9. Data in TV: Twitter @mediademicblog
  10. 10. Data in TV: YouTube @mediademicblog
  11. 11. Data in TV: Catch-up services @mediademicblog
  12. 12. Data in TV: Streaming services @mediademicblog
  13. 13. Data in TV: Second-screen apps @mediademicblog
  14. 14. Data in TV: Multiple connected services @mediademicblog
  15. 15. What types of data are available for TV? KPIs Interactions Metadata Behaviours @mediademicblog
  16. 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. 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. 18. Concrete example: new editorial material! Result from app Shown on TV in live show @mediademicblog
  19. 19. Concrete example: more livecams on baby animals! More views for cats than dogs = Add a new cat channel @mediademicblog
  20. 20. Concrete example: more questions to fans! More Likes, comments and shares on a certain type of post = Do more of those @mediademicblog
  21. 21. What skills are required? Measure Analyse Iterate @mediademicblog
  22. 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. 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. 24. DIY analytics on my own video https://www.youtube.com/watch?v=_So69qMuNhU @mediademicblog
  25. 25. DIY analytics on my own video What does the data(fox) say? 1. Start with the crap shots! @mediademicblog
  26. 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. 27. DIY analytics on my own video What does the data(fox) say? 3. Irish people love golf! @mediademicblog
  28. 28. Data can help you be more creative So Find it, understand it, and use it! @mediademicblog
  29. 29. How Data Can Make You More Creative Todd Green / Regent’s Uni / Oct 2013

×