audience value insights
DESCRIPTION
A presentation I gave at the 3rd Annual Business Intelligence Conference in AmsterdamTRANSCRIPT
3rd Annual Business Intelligence Conference Audience Value Insight (AVI):A Broadcaster’s Application of Business Intelligence
20th September 2007
Presented By Samuel L S Brown
Siemens IT Solution and Services
Presentation Agenda
1. Aim of Presentation
2. Introduction – Who Am I?
3. Context and Background
4. AVI: It’s Role
5. AVI and VOD Metadata
6. AVI: It’s Value Chain
7. AVI: BI Architecture
8. AVI: Audience Profiling
9. AVI: Forecasting and Planning
Presentation Agenda
10.AVI: Business Process
11.Event Driven AVI
12.AVI: SoBI Architecture
13.Event Driven AVI: It’s Benefits
14.Summary and Conclusions
Aim of Presentation
The aim of this presentation is to demonstrate how Business Intelligence (in the form of Audience Value Insight) can enable a Public Service Broadcaster better understand their audience and thus provide an innovative customer experience to their VOD (Video On Demand) service.
Aim of Presentation
To communicate the definition of Audience Value Insight
To communicate the importance of metadata to creating AVI
To demonstrate how AVI can help a Public Service Broadcaster better understand their audience behavior.
Introduction – Who Am I?
Samuel L S Brown
Senior Consultant – Siemens IT Solutions and Services
Over 10 Years Business Intelligence and Data Management experience
Worked with a broad spectrum of clients within various industries including Retail, Motor, Utilities and e-commerce sectors.
Context and Background
Lead Data Architect working with a PSB in the development of a VOD service.
As the data architect I help provide the metadata expertise in data structure and modelling to the project.
One of my successes on the project that the team now recognise how important meta data is to a VOD service and user experience.
Meta data is fundamental to a VOD service. The VOD user experience is data driven. Bad data design and structuring equates to a poor user experience.
Background
If the PSB have ambitions of taking their VOD to the next level they will need to gain insights of how their audience are interacting with their service.
From these insights they will be able to make sound decisions and respond to their audience with relevant and tailored propositions and experiences.
A PSB need Audience Value Insight.
AVI: It’s Role
Audience Value Insight can mean the difference between staying relevant or becoming obsolete.
AVI: It’s Role
Audience Value Insight (AVI) is an enabler. It enables a PSB through its VOD Service to:-
•Relate to its audience in a highly responsive and relevant method,
•Experience performance improvement through effective decision making based on accurate data,
•Meet the challenges within the VOD/Media Industry with innovative products and services.
AVI and VOD Metadata
Publ ication
Content
User Interaction
Information about the publication of content through VOD, i.e. the availability or otherwise of content, and how it is organised and controlled.
Information about the conceptual media elements commissioned by the PSB for publication through their VOD service. Includes editorial and technical media characteristics.
Information about how users of the VOD service interact with the system, and the way in which content is organised for transport to the user.
AVI: It’s Value Chain
Data Foundation
Business Insights and foresightsEnterprise Reporting
Data Mining and Exploration
Performance Management
Business actions and strategies
Improved business performance
Results in
Drives
Results in
The sound data foundation is an important component to AVI.
The VOD user experience is meta data driven. The success of a VOD service is based on how well data is structured and deployed.
Meta data provide a VOD provider a 360 view of their audience behaviour, attitudes and needs.
This insight can help drive actions and strategies applicable to those audiences.
As a result will improve business performance
AVI and BI Architecture
VOD User
Personal Computer
VOD ServiceComponent
VOD Portal
VOD Operational Infrastructure
VOD Storage
ETLData-warehouse
BI Engine
Business Intel l igence Infrastructure
VOD Managers
AVI
How can AVI Provide Value
There are a number of areas where I feel AVI can provide value
•Audience Profiling
•Forecasting and Planning
AVI: Audience Profiling
AVI allows the PSB to undertake Audience Profiling.
Audience Profiling enables the PSB to get an understanding of the Audience characteristics and behaviour.
A much richer view of the Audience can be realised as the data supporting AVI is rich information about:-
•How the user has interacted with the VOD service•A history of what content the VOD user has downloaded•The types of content (by genre, sub genre, slot etc)•And the frequency of downloading the VOD user.
AVI: Audience Profiling
Once the PSB has achieved a holistic Audience profile it should allow them to do the following:-
•Personalisation of experience
•Create plans/actions in extending Audience Relationship
•Cross promotion of content
•Ability to measure Audience Satisfaction
•Create plans/actions in Audience Retention
•Audience Targeting
AVI: Forecasting and Planning
Through AVI, a PSB has the ability to improve forecasting and planning.
Forecasting and planning of publication of content is vital to a VOD service.
The ability to make predictions on the potential of new content that could be provided on their VOD service.
VOD data architecture allows the PSB to retain user interaction history. This allows them to perform trend analysis over a period of time.
Insights from trends and patterns in data provide the PSB foresight into what could happen in the future.
Thus better decisions can be made that affect a PSB Audience.
AVI: Business Process
AVI must become integral to the business strategies and processes . It must not only help to understand the past, but also work to find new opportunities and emerging trends in the future!
Event Driven AVI
The next phase in the evolution of AVI is Event Driven AVI.
Event Driven AVI enables the PSB to be even more agile in its responsiveness as it provides real time metrics, real time alerts and real time actions.
Event driven AVI is based on the application of BI on Middleware/Service Orientated Architecture (SOA).
BI + SOA = SoBI
SoBI is the architecture that harnesses both BI and Middleware/SOA paradigms.
AVI: SoBI Architecture
Reference Data
Repository
Data Warehouse
BI EngineReference Data
Management Data Warehouse
BI Application
Business User
Enterprise Service Bus
Transformations
Transformations
Enterprise Schema complianceXML, SQL, OBDC, HTTP
VOD Service VOD User
Data Source
Event Driven AVI: Its Benefits
Real Time Business Insights
Ensures managers can make their decisions based on up-to-date, accurate and complete information.
“Information as a Service”
Offers three level of BI: operational, tactical and strategic.
Reduces overall IT costs by simplifying unduly complex data and information management tasks.
Summary and Conclusions
AVI is an enabler.
AVI Value Chain: Sound Data Foundation, Improved Insights, Robust Strategies and Improved Business Performance.
AVI lends itself to Audience Profiling and Forecasting & Planning
AVI has to be integral to Business Strategies and Processes
The next evolution of AVI is Event Driven AVI – Delivering real time insights in the 24/7 VOD service.