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Data Everywhere!Lessons from Big Data in the Television Industry!Susan Etlinger, Industry Analyst | @setlinger!July 29, 2014!

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Drivers of Disruption and Insight !How they affect consumers − and business!!

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Data Disruption in the TV Industry!

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Use Cases for Data in the TV Industry!

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Using Data to Drive Competitive Advantage!Programming, Distribution, Promotion and Evaluation !!

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Programming Validation!

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Distribution!

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Distribution!

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“Young people — kids and teens — have a personal relationship with their devices, so even if a family has a TV, they’d rather watch on their own device. Will they even watch TV on their computer in five years? We don’t really know.”!!Carri Bugbee!Social TV Analyst!!

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Promotion: Audience Acquisition !

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“We’re going to have to treat what we do on social the same way we’re treating our websites: put the best content out there and hope the algorithm accounts for that. We can’t always be chasing the dragon.” !!Chad Parizman!Director, Convergent Media!Scripps Networks!

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Promotion: Real-Time Marketing!

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Promotion: Real-Time Marketing!

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“We use data to help us optimize our plans. Particularly with a new show, we can make a lot of assumptions about what the fan community might look like and how viewers may respond to the show and the storylines. But those are just assumptions until the show airs and we see what fans are saying and how they’re growing. That allows us to tweak digital activations and strategies, particularly for shows in their first season or between seasons one and two.” !Sabrina Caluori!Vice President, Digital and Social Media!HBO!

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Promotion: Talent Development!

“The day after I pulled our social data, Robinne was on the front page of the website.”!!JP Lespinasse!Senior Director, Social Media, BET!

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Promotion: Influence Mapping!

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Data Sources and Implications!Big, small, external, internal—it’s potential insight!!

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Primary Sources for TV-Related Data!

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A Viewer-Centric Look at Metrics!

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Best Practices and Recommendations!What defines the early leaders!!

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What Distinguishes the Early Leaders?!

·  They value curiosity and scientific method!

·  They seek ways to scale!

·  They know their data sources!

·  They think from the viewer’s POV!

·  They’re practical for the short game, visionary for the long game!

·  They’re unafraid to lead by creating new experiences!

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“Simply extending content is ordinary. Leadership takes the vision to create new experiences that cater to the digital attention span and are also native and optimized to the device.”!!Brian Solis!Principal Analyst, Altimeter Group!

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Coming Up Next!Trends on the horizon!!

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Coming Up Next!

·  TV everywhere = data everywhere (your new reality)!

·  The visual web (1 pic = 1K words)!

·  Data at scale (meaning, technology gets better)!

·  Behavior is better than demographics!

·  Emotion can drive decisions (more clues, more validation)!

·  Respect the viewer, and the viewer will respect you!

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Thank You!

Susan Etlinger!susan@altimetergroup.com!susanetlinger.com!@setlinger!!

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!!

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. !