Understanding audiences as individuals is difficult at any distance. Marketing, advertising and content professionals from across the media and entertainment landscape are struggling to zoom in on their consumers. As such, the role of big data, specifically audience data, and gaining insights through analytics is rising.
In the next episode of Big Data Bytes we’ll find out what is driving this change in the media and entertainment industry. We’ll also examine why media companies are looking to know as much as they can about their audiences at increasingly granular levels and, most importantly, we’ll uncover the role of privacy in an industry that’s getting more and more personal and potentially intrusive.
And then there’s the role of the second screen. Although this could probably be an hour long discussion (at least) on its own, we’re going to ask our panel how this plays into the shift of providing smarter customer experiences based on audience data.
Finally, we’ll talk about the data-driven shift we’re seeing in advertising. There’s an ongoing debate around what type of audience to hone in on and when to do that, specifically around wide broadcast versus micro-segments and individuals. We’ll ask when and where do each one of these targeting styles come into play.
I’ll be joined this week by special guest Ram Akella, Professor of Information Systems and Technology Management, and Director of the Center for Large Scale Analytics and Smart Services (CLASS) at the University of California, Santa Cruz. Throughout his career at top institutions such as Harvard, Carnegie Mellon, MIT and Stanford, Prof. Akella has been a leading researchers and instructor in data and text mining, interactive search, analytics and computational marketing. His expertise will add great depth and color to our conversation.
Also joining me will be Anu Jain (@dinojain), media and entertainment industry leader on IBM Industry Smarter Solutions Team.
You can tweet questions to our panel using #BigDataBytes. Be sure to follow me, too: @graemeknows.