Our Data Science Consulting team develops of data science models that you own will give you a competitive edge. We have built models that support data attribution, ad sales, internal analytics, real-time data generation, and more.
What can I do with 5 million homes?
If you’re used to analyzing advertising campaigns based on Nielsen data, you’re used to having around 25,000 homes at your disposal. If you step up to connected device data, you’re more likely to have 5 million or more homes in front of you. That’s a two-hundred-fold increase in the amount of data you’ve got on your hands. With that level of data, you can measure media viewed by a smaller proportion of the population, and you can measure everything at a way more granular level. The analysis that was previously only possible on national networks can run on pay channels or local networks. Where we might previously have been able to optimize on dayparts, we can now optimize by the hour. 15 minute departs can now be broken down to 5-second granularity.
Data sushi or why everyone just wants the raw data
When I’m talking to clients and hear them asking about access to the “raw” data I wonder if they have the same infatuation I had with raw fish. It took me a good ten years to re-acclimatise myself to the pleasures of cooked fish and I think the same thing may be going on here. When people talk about raw data, it usually comes from a desire to not be constrained by what they want to do with the data. With raw data, it’s assumed that anything is possible, and it can be processed exactly as required. That is certainly true, but if you’re asking for the “raw” data you also need to be very clear on what you are really asking for.
Why does TV advertising treat everyone in a household the same
Although TV advertising is in the main bought and sold at the individual level, in Europe at least, the measurement of individuals’ viewing behaviour is only carried out at ‘market research levels’ – via people meters and samples. So although brands would like to accurately target the individual, they still rely on placing ads around programming for which there is a high affinity between the content and their target audience. But there are measured by the small sample-size techniques of ‘people meters’ and other market research tools. The MVPD themselves do the same thing. Cable is a household subscription, and their services are more often than not targeted at a household level. For the MVPD it’s important to be able to address each individual, because although the head of the household might pay for the subscription, they only do so because other members of the household use and enjoy the operators’ services. We are already working with MVPD customers to help to use individual viewing data. They’re using individual viewing data to improve targeting, and to make a real difference to some of their key internal metrics.
