Monday, April 25, 2016. Soho Hotel, London.
We are approaching D-Day – that is, Data Analytics Day, the moment when investments can be delayed no more, when strategies must be outlined, justified and implemented; when Pay TV operators and their channel partners must make data analytics a priority as they look to improve user experiences, increase loyalty and drive new revenues. D-Day is also the opportunity to diversify the revenue base – as witnessed at pioneering media companies like Cablevision with its audience insights service and Sky with its advanced advertising business.
In this invitation-only half-day event, dedicated to the opportunities and challenges associated with ‘big data’ in the Pay TV business, you will learn:
- The next-generation consumer experiences that only rich data analytics enable
- Why your product marketing team will love data analytics and make you more money
- Specific examples on how to drive operational efficiency, understand customer behavior and improve retention loyalty streamline operations when gathering, storing and sharing multiple data sets
- The unique benefits for platform operators, content owners and content creators
- Where the money is in data analytics, and where the fastest returns are.
15:05 Welcome and Introduction – Jon Watts, Co-Founder & Director, MTM
15:15 Securing the integrity of customer data
- The depth of understanding of the complexities involved in data security, including IT, policy and regulatory issues
- The decision process related to managing secure data analytics, especially among video delivery service providers and pay TV operators
- The drivers of demand for services or solutions to manage secure data analytics
- Factors that drive “make vs. buy†approaches to secure big data aggregation
Brett Sappington, Director of Research, Parks Associates
15:30 How Pay TV data can transform television advertising
- Why do marketers want better measurement, targeting and attribution from TV; What happens if they get it?
- How much reduced TV viewing can be attributed to under-reporting, rather than a genuine loss of eyeballs?
- Can STB return path data improve reporting accuracy on linear channels, and what is the business outcome?
- What data do Pay TV operators need to help advertisers find, segment and target more granular audiences?
- What are the future roles for audience panels, STB reporting and server reports in measuring TV?
- What are the biggest challenges for a platform operator maintaining and using census-level STB reporting?
- How does TV industry data compare to digital sources in terms of quality, recency and veracity?
- Can the free-to-air market deliver the advanced data and ad-tech that agencies need, or is this a Pay TV differentiator?
- How big is the business opportunity for Pay TV operators offering advanced advertising and data services?
Chair: Jon Watts, Co-Founder & Director, MTM
Steve Oetegenn, President, Verimatrix
Graeme Hutcheson, Head of Sky AdSmart, Sky Media
Justin Sampson, CEO, BARB
Simon Thomas, Global Director, Audiences Research, GroupM
16:30 Break – refreshments and networking
17:00 Panel: Investigating the impact of data analytics on the television business
- How do consumers benefit from data analytics; what new features become possible?
- Where the money is in data analytics – your one minute pitch to the Finance Director
- What are the biggest obstacles to investing in data analytics; how are they overcome?
- How do you feed demand for binge-viewing or drive pay-per-view consumption using data analytics?
- How can broadcasters and content owners use data analytics to improve their business?
- Are audience insights and data-driven advertising a way to diversify the Pay TV revenue base?
- Can data analytics really determine the content you should commission and its value?
- Does STB reporting boost television advertising, and who shares the rewards?
- Is there a role for platform operators gathering and securing data in the Internet of Things?
- What viewing or consumer data do we need to take personal TV to the next level?
Chair: Jon Watts, Co-Founder & Director, MTM
Tom Weiss, CEO & Global Head of RPD Products, Genius Digital
Richard Dowling, VP Product Services, ThinkAnalytics
Pedro Cosa, Deputy Head of Data Planning and Analytics, Channel 4
Jeroen Verspeek, Head of Audience Research, BBC
18:00 Champagne reception
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