We help companies around the world understand the dynamics of their marketplace and how their customers behave and make decisions
how 'big data' will change our understanding of the media consumerhow real time audience analytics will shape programming and media tradinghow and why customer data and return path data will play a role in audience measurement in the futurehow location will be a standard analysis variable for media consumptionwhy "available" does not equal "valuable“ (the metrics of conveniencechanging advertising trading business models and the risk to the future of research panelsIN an ideal world, lots of data. Produced by exobrain, an appropriate piece of software for what I want to talk about.Context is key to analysing behaviourMovement and location.
And when we look at the current trends, we see growth of connected TV, of transportability of content and control across a growing number of connected devices in the home.everything coincides with everything else. That’s becausepopular cultural time has collapsed in on itself. There’s a crisis of overavailabilty — nothing dies. It comes back as a box set retrospective or on YouTube. TV is increasingly social, participatoryTV is among top three topics of conversationWe know that word of mouth hugely influential on consumer behaviourVast volumes of social media is TV relatedWhat we supposeThat social media can enrich the viewing experienceThat social media can enhance content discoveryWhat we don’t knowWhat meaning or value can be placed upon a Facebook “like”? How representative or influential are social media? Do tweets have disproportionate influence on a broadcaster’s decision-making process?And just how prevalent are these new behaviours?
Neutral unbiased measurements. History repeating itselfPreviously: Only samples representative of the universe, all information gathered with permissionComscore et al:Sharp practices well documented of distributors installing tracking tech without permission, big panels, poor qualityBabies, bathwater, and a logical fallacyA fundamental change in mindset among digital generation. Recognition of the inadequacy of classic sample sizes for meaningful measurement, leading to a rejection of sampling theory itself (baby and bathwater)Measurement of viewer behaviour is ‘audience measurement’. Some audience measurement is used for advertising trading. Logical fallacy: all ad trading services require high quality representative samples, therefore all audience measurement services require rep samples.Using RPD to replicate an old business model (TV advertising trading currency), not really thinking about the core benefits to the data owner itself.
Uselessness of trendrrChart showing fb and twitter non relationshipIf you’re making decisions based on sma purely, don’t.
Through great effort on our part Investment of time in our second selves 100,000 years a month on FacebookStatus updates, photo sharing, life loggingTrust in machine memoryOur lives measured by facebook timelinesField Trip app, starting to predict need.
We come to rely on FB, pinterest, etc. as ways of preserving our thoughts, feelings and memories. We trust machine memory more than our own. Extending beyond, this there is a trend towards a system weaving all data together – our memories, the track of our previous actions, in our connected lives - to anticipate consumers' needs before those needs are expressed.At the same time, we still think we know best. For how long will this make sense to assert this? We have yet to put our faith in machine recommendation, to externalise our sense of self-direction. And we shield ourselves from this perceived threat to our own identities with DO NOT TRACK and digital non-participation. The moment this is overcome will be the singularity (greater-than-human superintelligence) – and it is already starting to happen. But there continues to be resistance. And rightly so today.
We are reluctant to trust the machines. But this is changing with new digital natives. Well illustrated by the fear of theft vs the fear of de-friending – indicating a stronger sense of digital identity among young.Benefits of investing in our digital identities are unproven to the older consumers. At what cost does this luddism come? What impact on their economic prosperity? Remember, internet access adds €500 GDP per capita over last 15 years. What would digital super-intelligence add? What will the singularity be worth economically?
We trust netflix, but not an advertiserWhat roles for brands?Brands must overcome resistance, by delivering real consumer benefit and without abusing trustHelp us choose the things we wantWhere do we draw the line between need and want? It should be measured and managed.Smart analytics and intelligent targeting, and a sufficient degree of consumer control
To see just how far we’ve come, but how far we’ve yet to go:Christmas is round the corner: Who would we trust to buy us the best present? A brand? Our partners? Our colleagues at work? A machine? And the quality of the choice is largely based on the quality of the information available.Maybe I can live with the socks, if it means not giving up information I don’t want to share.While our digital intelligence is still in its infancy, we will still need to ask the questions – about our wishes, our intentions – to understand.By bringing survey response together with the customer data, the connected data we have now, we aim to provide a deeper understanding of the consumer across all touchpoints. In this way, on behalf of our clients we start to be able to quantify the real benefit of digital intelligence.Thanks.