41 ROUND TABLE Audience Analytics THISMONTH’S FEED ROUND TABLE GUESTS ARE:
FEED: WHAT ARE SOME OF THE BESTMETHODS FOR CONTENT PROVIDERS TO COLLECT USEFUL DATA ABOUT USERS AND VIEWERS?
GABRIEL BERGER: It makes sense to start by collecting data that doesn’t interrupt the consumer’s regular viewing experience – for example, information on what they are watching and recording and any favourites lists. This can be supplemented with data captured by more explicit means, such as kick-starting the profiling process during the on-boarding phase by asking about their favourite movies or shows, and asking them to rate content they’ve just watched. BHAVESH VAGHELA: The first thing pay-TV and OTT operators need to do when it comes to customer data is decide what they are going to do with it – in other words, what do they really require? Operators think they need to collect masses of new data on each customer in order for it to be useful, but in many cases, the data that’s needed is already there. The challenge is to bring it all together and generate insight that can drive action – preferably in real time. Ultimately, it’s not about methods of collection, it’s about capturing data that is relevant and bringing it together to create a single customer view (SCV), which can include not just viewing data but transactional, behavioural, demographic and other data. Operators then need to think about the customer journey and what data is most important
in order to move a customer from one stage to the next. The key is to use data to determine the next best action for each and every customer – one that is relevant to them, such as a marketing campaign or timely communication. That’s where predictive analytics, machine learning and artificial intelligence come into play. Identifying, for instance, that a subscriber is at risk of leaving a service, and then determining communication channel – is more likely to retain the relationship. The more up-to-date data you have in your SCV to generate insight, the more accurate your customer profiling, segmentation and proactive engagement becomes. ANNA ZAIKINA: The best approach would be to ensure collection of user data across a variety of properties and sources. To make the most of the data analysis, it’s important to monitor audience behaviour and characteristics across owned, earned and paid-for content. You can then use a combination of sources to get the most comprehensive and holistic view of who the target audience is, as well as what their response is to different messages, creative and media formats. what proactive action to take – such as a promotional offer through the right
GABRIELBERGER,CEO, THINKANALYTICS
For over 25 years, Gabriel Berger has focused on developing and deploying solutions and platforms that foster the intersection of information and entertainment. Prior to joining ThinkAnalytics, Gabriel was EVP of Sales and Operations at Vubiquity, and before that he was SVP Sales at Digitalsmiths, which was subsequently acquired by TiVo.
BHAVESHVAGHELA,,CEO,PAYWIZARD Bhavesh Vaghela is CEO of Paywizard, a SaaS-software business helping pay-TV operators to grow subscribers. Bhavesh’s years of experience in the IT, software and data analytics industries have allowed him to market both SaaS and on-premise software throughout EMEA, APAC and North America. He previously held senior marketing roles at ResponseTap, IntraLinks, Global360 and Stellent.
ANNAZAIKINA,HEADOFSOCIAL INSIGHTS,DMS A social media analyst for over eight years, Anna Zaikina is head of social media insights at creative digital media agency DMS. With a strong track record of delivering crucial data-driven insights and strategy, Anna has coordinated and executed social media campaign evaluation, analytics and content monitoring for top broadcast and film clients.
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