mrc luncheon, december 14, 2012

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

MRC Luncheon, December 14, 2012

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

Some Thoughts About…

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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

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

It was for the kind of company it could be.

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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

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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

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Some Thoughts About Knowledge and then KnowledgeCollaboration

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Some Thoughts About Knowledge Collaboration…

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

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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

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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

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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

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“The future ain’t whatit used to be.”

Yogi Berra

In other words…

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

Last year, we volunteered to be a test for Nielsen

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

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

Early success stories – iKNOW for MAA

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• 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

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Early success stories – Decision Framework

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Early success stories – Solutions in Practice

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“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

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Thought Leadership for Multi-Cultural America

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Other Recent Thought Leadership

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Nielsen’s Knowledge Collaboration

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Examples of knowledge sharing with priority organizations including

ARF Knowledge @ Hand articles

Knowledge sharing with priority organizations

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Title of Presentation

Nielsen & WARC – A proactive sharing relationship

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Knowledge Collaboration Dream Team

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Some Thoughts About the MRC…

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What does Knowledge Management look like at Conde Nast?

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How can we retain his knowledge and wisdom?

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Can this be unforgotten?

Can this reach thousands of people?

Can this leave a professional legacy?

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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?

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Another face we’ll recognize:

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Perception Reality

Mind the Gap!

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Thank You!