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1 IBM GBS– Digital Marketing| © 2014 IBM Corporation
Enhancing The Championships’ experience for players, coaches and
fans around the world.
“By using Wimbledon focused social media feeds to better understand fans,
customers, in real time, we are enabling AELTC to better manage their digital
presence and understand how its brand is perceived.” and “ providing a better
experience to fans we help them to achieve their mission of being the best tennis
tournament in the world. Seddon, IBM Client Exec, Added “
“We continue to look for new ways to innovate and strengthen our leadership
position in the sports industry, and one of the ways we will do this is by delivering
content and information about The Championships to fans in the way that they want to
consume it, no matter where they are,” said Mick Desmond, Commercial Director at
AELTC
Innovations in:
Redesigned interactive mobile
experience for Wimbledon fan
Enhanced IBM SlamTracker -
For 2014
Cloud-based Predictive
Analytics
Evolving topics
Key social statistics
Player conversations
Social heat-map
Hill vs World
Social court
Influencers
Wimbledon Sentiment
Wimbledon Social
Command Centre
Mobile
Analytics
Social
Cloud

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Audience Insight Analytics for Media & Entertainment

Questions & Open Discussion
Agenda at-a-glance
Understanding Industry Tends & Technology Barriers
Moving towards a Next Generation Audience Insight
Case Studies in M&E
Examining IBM’s Analytics Approach

A new context of interaction
The market is setting a new agenda that is impacting in the basis of the business
Hyper-Digitization
The dramatic increase in digital
content accelerates the growth of
industries, markets and digital
segments.
Social change
Clients are changing behaviors and
the way they interact, collaborate
and contract with entities.
Analytic
Real-time and predictive analysis
create business value from
massive data available at
present.
Mobile revolution
Connectivity, access and people
participation and things exploding
with the proliferation of new mobile
and smart devices

4 out of 10
Smart phone users make
purchase researches.
86%
of the consumers use
more than one channel
Average spend of multichannel
buyers is
4 to 5 timesmore.
45%
of the clients ask a friend
before purchasing.
78%
of the consumers rely on the
advice of their environment.
80%
of CEOs think they provide a
Superior Customer Experience…
44%
of the companies use client´s
crowd sourcing.
…only 8%
of their clients agree with that.
After a short period of time, already exists quantitative and qualitative indicators of
these impact.
vs

250 millions
.. tuits per day.
300 millions
images in facebook
8.000 M$
.. of Social Media
investments plan for 2015
20%
..of the time use by each
person in the computer, is
dedicated to social networks
800 million
…Facebook actualizations daily
90%
..of companies with more
than 100 employees have
online marketing plan.
3.200 million
.. daily likes and comments in
Facebook.
Social networks are not a fad, continue to develop and hogging all population segments.

Industry trends have raised the stakes for M&E companies to know
and cater to their audiences
Increasing demand by advertising
brands for deeper insight on
audiences and associated
affinity/spending habits.
The growing adoption of social tools
enabling audiences to connect/discuss,
identify latest buzz, and build an identity
around a TV shows.
Explosion of digital devices is fueling
the growth of video on demand
across multiple digital channels and
VOD platforms.
Need the ability to "slice and dice"
a broader and deeper set of
audience profiles within and
across TV shows.
Growing opportunity to directly observe.
learn, and influence audience sentiment
and behavior around TV shows and related
lifestyle activities.
Growing importance of cross-
platform audience measurement, in
day-to-day business (audience
research, marketing, ad sales, etc).
March Madness digital
viewing generates
$60 Million in Ad Sales
for Turner, CBS
Digital Viewing
"People don't want to think
about whether the [Nielsen
ratings] data is true or not…”
– Stelter, NYT
A McKinsey report pegged the
untapped business value of
social technologies at $1.3
trillion
Advertiser Demands Social Influence
TrendImplication

M&E companies face key technology barriers in utilizing
data and analytics to better understand consumers
Disparate data repositories, actionable
intelligence systems, and organizational
knowledge.
Limited or difficulty in sharing data and long
cycle times to develop ad hoc reports.
Sheer volume and semi-
structured/unstructured nature of new digital
data sources (log files, social media, etc)
Difficulty capturing, conditioning, and
integrating growing complexity of linear and
non-linear data sources.
In-ability to leverage domain knowledge of
business users directly in the data discovery
and analysis processes
Slower iteration cycles for data analysis, limited
or missed opportunities for analytics insights
Legacy information technology, tooling,
operations, and data strategies not optimized
for new analytics business requirements
High level of effort, costs, time required to
collect, condition, analyze, and derive insights
from data.
ResultChallengeTechnology Barriers
Big Data
Disparate Actionable
Intelligence Systems
Business User
Integration
Analytics Feasibility
No Single View of
Consumer
Consumers generate a lot of behavioral data
but information is stored in disparate data
repositories.
Limit decision makers from accessing and
leveraging all collected data, and constrain
business effectiveness.

Siloed to shared data
Discrete platform to
multi-platform actionable
intelligence
Reactive to predictive
decision making
Ad-hoc analysis to BI-
enriched core business
functions
Detailed 360 Degree
View of Consumer
Audience Insight Analytics enables a transformation across five
principles, addressing key technology barriers
Current State
Future State
Marketing Ad Sales Distribution
Marketing
Ad Sales
Distribution
Programming
Internet Mobile App TV
Cubes
Streams
BigInsights Business
Analytics
Applications
Multi-Platform
Principles
Cross Enterprise SharingCross Enterprise Sharing
Multi-platform MeasurementMulti-platform Measurement
Actionable IntelligenceActionable Intelligence
Predictive AnalyticsPredictive Analytics
360 Deg. Audience Profiling360 Deg. Audience Profiling Marketing
DB
Consumer
Info
Digital
Activity
Unified
Consumer
View

Shifting Consumer DemographicsData and Device Explosion Social Media
A global world connected in real-time means new
challenges
Disruptive Competitors and New
Business Models
How can we face these new fundamental changes that are
transforming clients, business and the world……..

mobile phones in use
Volume Velocity Variety
5 billions
Serve targeted promotions
across channels, in real-time
based on customer history,
location/current transaction
and behavioral patterns to
increase satisfaction, sales
and margins
Analyze entire Call Data Record
volume to detect and correct
product quality issues, services
problems and emerging trends
Analyze all types of online
information and understand
consumer sentiment to grow
revenue, enhance reputation
and improve customer
experience,
are images, video, documents…
80% Data increase
call detail records per day
500 millions
… levering the competitive advantage of the data analysis available
we generate a relevant message

..obtaining information to transform marketing
InteractionInformation Strategy planification
Smart chains are harnessing the power of analytics to
reinvent the total brand experience and serve the
evolving consumer while driving profitable growth

Agenda at-a-glance
Case Studies in M&E

15
maturity
value
Deliver
Smarter
Customer
Experiences
Engage consumers in an ongoing
dialogue with the right message at the
right time and place
Continuous
Dialogue
Deliver personalized recommendations
tailored to each consumer and sync
messages across channels
Personalized
Interactions
Optimize messages and offers to
deliver targeted communications
across relevant channels
Precision
Marketing
Understand consumer purchase
behavior, preferences, motivations
and interactions
Predictive
Insight
Capture and consolidate data about
consumers across touch points for
insights and decisions
Integrated
Information
Most organizations are in the beginning of a customer analytics
journey aimed at discovering insights and driving relevance
• Orgs aspire to key imperatives but few
are taking tangible steps
• We’re moving toward “Continuous
Dialogue”, however, few believe the
time is right now

Transform current media research & reporting to a Next Generation
Audience Insight
value
maturity
Cross Enterprise
Sharing
Multi-Platform
Measurement
360 Degree
Audience Profiling
Actionable
Intelligence
Predictive
Analytics
Build audience profiles from multiple sources
for a complete view of lifestyle, affinity, and
spending behaviors
Enable business users to directly perform
analysis and discovery integrating actionable
audience insights into existing business
functions
Measure and combine both linear and digital
audience viewing consumption, engagement, and
other media behaviorsCross Enterprise Sharing: Move from
siloed data repositories to a shared
information platform
Vision: A cross-enterprise information
platform to analyze multi-platform media
behaviors and get a true 360 degree view
of a TV show's audience.
Move from reactive
decision making to
scenario planning
and forecasting

© 2013 IBM Corporation
Agenda at-a-glance
Case Studies in M&E

Case Study 1: A broadcast TV client needed to share and
understand audience data across the enterprise
Differentiate
the consumer
experience
Audience analytics for
enhanced ad targeting
Understand consumption
patterns to optimize content and
distribution
Shared Data
Repository
Data Discovery
Multi-platform measurement,
audience analysis and ad
sales
“TV Anywhere” mobile app
adoption and usage insights
Productivity gains and
operational efficiencies
through increased
intelligence

Case Study 2: Generating audience insight and engagement
for a major film studio
Jan 1
Super Bowl
Monitoring Period Feb 5th
Golden Globes NFC Championship
Structured Unstructured
1. Create audience profiles 2. Extract insights 3. Use insight to drive business
decisions
1.1B tweets
5.7M blog and
forum posts
3.5M relevant
messages
97K referencing
The Avengers
18K referencing
John Carter
Buzz and sentiment
Gender, Location and
Occupation
Avid movie-goers, comic
book fans
Intent to see specific films
Specific attributes of the
film/trailer
Data Set Information extracted
Demographic
data
Transaction
data
Interaction
data
Behavioral
data
Transacti
ons
Orders
Payment
history
Usage
history
Email /
Chat
Call
center
notes
Web
click-
streamsIn-person
dialogs
Opinions
Prefer-
ences
Desires
Needs
Characte
r-istics
Demo-
graphics
Attribute
s
Purchase
stage

20
Case Study 3: Move from a demographic view of audience to
psychographics that advertisers covet
inventive/curious vs.
consistent/cautious
friendly/compassionat
evs.cold/unkind
outgoing/energetic vs.
solitary/reserved
efficient/organizedvs.
easy-going/careless
sensitive/nervous vs.
secure/confident
Big 5 (OCEAN) Personality
Map the use of words, frequency, & correlation
with Big5 based on LIWC++
“Agreeableness” wonderful (0.28), cost (-0.23) …
Information is revealed through
status updates
Useful information is known to
members of social networks

21
Case Study 4: A mobile carrier uses social profiles and
predictive insights to dynamically target consumers
Track consumer behavior (geo-
location) and capture product
preferences
Link predictive analytics engine
to campaign management
system
Dynamically target consumers
with personalized offers
Systems-driven engagement meets advertising

Agenda at-a-glance
Case Studies in M&E

The big data era introduces several opportunities for M&E
companies to introduce new offerings and improve operational
efficiency
How can Customer “Big Data” drive business results?
Big Data Sources Big Data Opportunities
+ =
Understand Audience Sentiment (e.g. movies/TV
shows, franchises, or media services)
In-Depth, 360 Audience Profiling (Cross-Channel,
Behavioral Segmentation, etc)
Predict Audience Behavior (e.g. Churn, Purchases,
Views, etc)
More Precise Audience Targeting (for BOTH
Marketing, Advertising, etc)
Enable Multi-Channel Content
Personalization
Improve News Discovery
Improve Editorial Scale (e.g. dynamic, rules based
publishing)
Big Data Tech
Natural Language Processing (Text,
Semantic Analytics)
Data Fusion & Sensemaking
Entity Integration (People, Relationships,
Events, Content, etc)
Massive Scale Predictive Analytics
Massive Scale Machine Learning
Stream Computing
Video Analytics
STB, 2nd Screen, & Mobile Video
Events
Browser Mobile App Activity
Logs
Free Text, e.g. Social
Geo-Spatial (GPS or IP)
3rd Party Data Feeds
Content Repository Metadata
Video, Images, & Audio

INDUSTRY LEADERS
Forming cross-functional business teams to
focus on strategic issues
Creating sandbox environments
Using visualization and discovery tools to
explore data and test its value
Evolutionary insights that are shared across
the teams
Continuous experiments and micro-releases
to the business users
INDUSTRY LAGGARDS
Begin with massive data cataloging
exercises
Siloed efforts in each department with
arguments over ownership
Treating it as a IT problem vs. a business
opportunity
Stuck in the old waterfall method of
development thinking
Looking for the perfect answer vs. a
better one
M&E Leaders VS. Laggards: where do you stand?

IBM Big Data Analytics in action
Social Data
Customer Service Data
Operational Data
Demographic/Social
Capital Data
Transactional Data
Organizational Data
Environmental Data
Customer satisfaction
Data
Crisis Management
Customer Support
Market Research
Measurement Data
Integration
Monitoring/Outreach
Knowledge
Management
Influence
Campaign Management
FROM TO

Open Discussion

Organizadores Sponsor platinum
Sponsor Gold Con el apoyo de Socio tecnológico
Nicolas Moulard, Director de Actuonda
moulard@actuonda.com
Tel : +34 699 248 200
@Radio_20 www.bigmediaconnect.es

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