Tag Archives: Predictive analytics

Unlocking the Television Futures Market

Dan Aversano
During the Marketing Analytics & Data Science Conference, Dan Aversano, SVP, Ad Innovation & Programmatic Solutions, Turner Ignite, presented “Unlocking the Television Futures Market.” 

Attendees learned how Turner is cracking the TV futures market by using predictive analytics to advance audience targeting and optimization for their clients.

Dan began the discussion with the six things that make advertising work:
1. Who: audience targeting
2. What: creative messaging
3. Where (context): content
4. When: recency
5. How often: frequency
6. Where (platform): screen

He then described the process of how to buy audiences in linear TV. 

It begins with behavioral/attitudinal viewership data from panels, set top boxes, aggregators and SmartTV. 

Next, is analytics. Competitive Audience Estimation (CAE) measures what affects program audiences, which include:

- Time attributes (year, seasonality, day of the week, time of the day, and holidays and special events)
- Program attributes (genre, format, duration, and lead in)
- Programs offered by competitor networks
Competitive Reach Estimation (CRE) is a data-driven approach to forecast unduplicated audience across a media schedule. It compliments CAE and naturally extends learning from the targeted audience. CRE handles the complexity of estimating where audience duplication will occur in a schedule.

Finally, you need to consider the business model. The marketplace rules monetization!

Watch for additional #MADSCONF follow-up stories!


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Three Predictions for Marketing Research in 2016

By: David Shanker, CEO, Lightspeed GMI, The Americas
Marketing
research
is an evolving industry; with opportunities for those that can
quickly adjust to the changes and discover creative means to do more with less.
Clients expect deeper, enriched results at an accelerated pace. I see three
trends in our industry in 2016:
1.      
Think
like a start-up, act like a researcher: 
Automation is the newest ‘game
changer’ in our industry and will continue to be. But while automation will be
a catalyst for change, new models will need to be created to meet client
demand. Faster, better, cheaper hasn’t gone away ‘ as a matter of fact, it’s
been amplified by a business climate that demands more ‘ much more ‘ without
the sacrifice of quality. Companies that can think, act, and execute like a start-up
will prosper.
2.      
Delivering
the survey design agenda: 
Many researchers continue to struggle with
survey length, and as innovators in the survey design space it is up to us to
lead the way’ we are the research Sherpas. Guiding clients to design shorter
and more creative surveys for a fast growing group of mobile respondents
demands thoughtful design and structure. We need to communicate with consumers
in the way they wish to be communicated with. Surveys that are not device
agnostic are no longer an option. And, we can now better leverage easily
accessible behavioral data to help with crafting shorter surveys.
3.      
Shifting
our teams from insights to innovation:
 It’s all about the people –
and here I specifically mean employees. Companies with a culture of innovation
will thrive. Building and maintaining a workforce of highly engaged employees
is critical to our success, and something on which we will keenly focus in
2016. The quality of what we put to market, of the surveys we put in field ‘ is
all a testament to the hard work of our people. We would not be where we are
without them.
Every minute we are online, we create data. Real time
insights and predictive analytics build better strategies, better business
performances. And as researchers, we need to raise two key questions in the
year ahead. Are we doing things right? Are we doing the right things?
From mobile design to panelist engagement, new opportunities
will emerge in the coming year. Overall I would say that 2016 will be a
challenging, yet interesting year. Companies that can leave a client meeting
and return the next day with solutions will be the darling of the industry. We
are in for massive change.

About the Author: David
leads the Lightspeed business across the Americas region, unifying and focusing
systems and expertise to meet clients’ dynamic needs and consistently exceed
their expectations. A veteran of 20-plus years in sales, marketing,
operations and research, he has served in senior management roles in
established, start-up and turn-around business situations

10 Trends in Business Intelligence for 2014

Over at Tableau Software, they’ve taken stock of the top 10 Trends in Business Intelligence for 2014, here’s what they’ve shared:

  1. The end of data scientists.
  2. Cloud business intelligence goes mainstream.
  3. Big data finally goes to the sky.
  4. Agile business intelligence extends its lead.
  5. Predictive analytics, once the realm of advanced and specialized systems, will move into the mainstream.
  6. Embedded business intelligence begins to emerge in an attempt to put analytics in the path of everyday business activities.
  7. Storytelling becomes a priority.
  8. Mobile business intelligence becomes the primary experience for leading-edge organizations.
  9. Organizations begin to analyze social data in earnest.
  10. NoSQL is the new Hadoop.

A Look at the History and Future of Predictive Analytics and Big Data

How is the ‘big bang’ effect in predictive analytics changing modern life? 

This infographic illustrates how innovations over the past 70+ years have led to a new era that will revolutionize research and development, touch every type of business, fundamentally change the way individuals make personal decisions, and enable governments to reinvent the way they operate.