MRC Luncheon, December 14, 2012

Confidential & Proprietary • Copyright © 2010 The Nielsen CompanyCopyright © 2011 The Nielsen Company. Confidential and proprietary.

What in the world is a Knowledge Collaboration and why is Bill Moult crazy enough to try it?

MRC Luncheon, December 14, 2012


2

• our company,• my role within the company• Knowledge Collaborations• the MRC

Some Thoughts About…


3

A good hockey player plays where the puck is.

Taking Advice From the Greats

A great hockey player plays where the puck is going to be.- Wayne Gretzky


4

When I joined Nielsen, it wasn’t for the kind of company it is.

It was for the kind of company it could be.


5

Bill Moult

PA NH

Why am I with Nielsen’s Media & Advertising Analytics?

In addition to Nielsen’s WORLD CLASS MEASUREMENT,

we are excited to be building WORLD CLASS ANALYTICS.

Carnegie Mellon

Wharton

Harvard Business School

Busch Center


6


7

Evolving the company

What we want to be

Client-focused

Open

Integrated

Strategic

Client Business Partners

Knowledge Collaborations

More Watch-Buy Connections

Strategic Center of Excellence

How we’re going to get there


8

Some Thoughts About Knowledge and then KnowledgeCollaboration


9


10

Some Thoughts About Knowledge Collaboration…

“Indigenous Knowledge Systems and Alaska Native Ways of Knowing,” Barnhardt and Kawagley, U. of Alaska Fairbanks


11

Grand Canyon

Augusta National Golf Club

ClimateConsumer

Buying Behavior

Consumer Media

Behavior

Slower change Faster change

Rate of Change

DVD

DVR

VOD

VCRCable & Satellite TV

Broadcast TV

The first 50 years

The next 10 years

The most recent 5 years

Online video for PC

Early mobile video

Internet connected TV

Internet enabled TV

iPad TV apps

Accelerating Pace of Change in Media


13

Morning

Monday - MorningMature

Professional51Frank

LOCATION

SOCIAL

ACTIVITIES

MEDIA

EMOTION

7 AM 8 AM 9 AM 10 AM 11 AM 12 PM

A Day in the Life - Boomer


14

Morning

Monday - MorningPost-Grad

Suburbanite24Alex

LOCATION

SOCIAL

ACTIVITIES

MEDIA

EMOTION

7 AM 8 AM 9 AM 10 AM 11 AM 12 PM

A Day in the Life - Millenial


15

“The future ain’t whatit used to be.”

Yogi Berra

In other words…


16

We let our new analytics team be a guinea pig for Knowledge Management

Last year, we volunteered to be a test for Nielsen


17

The guinea pigs are alive, well, and learning new tricks


18

The original guinea pig project u iKNOW for MAASimple framework, relevant content, dedicated resources

Early success stories – iKNOW for MAA


19

• Decision questions have far greater value than the other types of questions.

• Decisions involve an action and a choice among alternatives. Information on the other hand, is used to make a decision.

• The answer to a decision question is a recommendation (or suggestion) about what to do. The answer to an information question is a conclusion (or insight) about what we found.

Decision Question Answer:

Recommendation

Info Question IAnswer:

Conclusion/Insight

Data IAnswer:Result

Data IIResult

Info Question

II

Data IIIResult

CLIE

NT

VALU

E

As presented by Sid Venkatesh

We should educate clients and move them up the value chain to enhance the value of our contribution.

Decision Orientation – Quick Overview


20

Early success stories – Decision Framework


21

Early success stories – Solutions in Practice


22

“We have no end-to-end process for presenting Nielsen’s Watch & Buy capabilities on Latino. This limits our clients’ growth as well as

our own.”u

Joe Willke & Sabrina CrowExecutive Sponsors of iKNOW Latino initiative

Early success stories – iKNOW Latino


23

Thought Leadership for Multi-Cultural America


24

Other Recent Thought Leadership


25

Nielsen’s Knowledge Collaboration


26

Examples of knowledge sharing with priority organizations including

ARF Knowledge @ Hand articles

Knowledge sharing with priority organizations


27

Title of Presentation

Nielsen & WARC – A proactive sharing relationship


28

Knowledge Collaboration Dream Team


29

Some Thoughts About the MRC…


30

What does Knowledge Management look like at Conde Nast?


31


32

How can we retain his knowledge and wisdom?


33

Can this be unforgotten?

Can this reach thousands of people?

Can this leave a professional legacy?


34

Tell us 1-5 of the most important things you’ve learned in your career

Let us capture, produce and share it with our people, the MRC and you

Be Unforgotten?


35

Another face we’ll recognize:


36

Perception Reality

Mind the Gap!


37

Thank You!

MRC Luncheon, December 14, 2012

Documents

Transcript of MRC Luncheon, December 14, 2012