-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
1/32
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
2/32
Pjlgi z ?
Bi| Uflcwp Qi Qncw wf Knbi Wfgn|
Ola Gnwn ri~ylrip wfu+gfqc ixi`ywlti pufcpfrphlu
Whiri hnp wf oi n p|ciralpwl` ciig wf |fyr oyplcipp wf py``ippdyjj|
lkujikicw n ola gnwn pfjywlfc
Biiu n djixloji ncg fuic nuurfn`h
_iwnlc whi oipw ncg orlahwipw wnjicw2 ofwh* lc+hfypi ncg whrfyah |fyr
unrwcirp
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
3/32
Pjlgi z 0
Qhf lp Icwrntlplfc6
Qiri n gltirpldlig kigln `fkunc| wnraiwlca YP Jnwlcfp
Qi hnti n ycl~yi arfyu fd kigln nppiwp lc`jyglca wijitlplfc pwnwlfcp* rng
pwnwlfcp ncg fcjlci* kfolji ncg pf`lnj kigln ujnwdfrkp
+ Qi fqc ncg&fr fuirnwi 90 wijitlplfc pwnwlfcp
+ _nglf arfyu `fcplpwp fd 78 rnglf pwnwlfcp
+ Fyr wijitlplfc pwnwlfcp nri lc >< fd whi wfu 95 Y#P# Hlpuncl` knrbiwp
+ >5< jf`nj qio urfuirwlip qlwh kljjlfcp fd tlplwfrp
IT@ lp pwrnwial`njj| jf`nwig n`rfpp whi Y#P# lc dnpw+arfqlca ncg hlah+gicpY#P# Hlpuncl` knrbiwp
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
4/32
Pjlgi z 7
Cnwlfcnj @rfpp+Kigln DffwurlcwIcwrntlplfc gijltirp WT* rnglf* Lcwirciw ncg kfolji n`rfpp whi wfu
Y#P# 95 Hlpuncl` knrbiwp
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
5/32
Pjlgi z 9
Icwrntlplfc Fc+Nlr* Fcjlci* Fc whi Af
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
6/32
Pjlgi z 4
Ycgirpwncglca Qh| Icwrntlplfc Gi`lgig
Knbi n Ola Gnwn Ujn|
Dfyr knlc dn`wfrp lcdjyic`ig whlp gi`lplfc=># Oi`fki n gnwn+grltic francl}nwlfc
?# Hlpuncl` `fcpykirp nri ycgir riuripicwig
0# P|ciralpwl` fuufrwyclw|
7# Ciq riticyi pwrink
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
7/32
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
8/32
Pjlgi z 8
N`wlfcnoji Lcplahwp lp nc Itfjtlca Urf`ipItfjywlfc fd n Knrbiwir lcwf Hlpuncl` Phnri fd Qnjjiw
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
9/32
Pjlgi z 5
Ola Gnwn Orlcap wf Icwrntlplfc Hlah+Tnjyi
Fddirlca
Noljlw| wf kfri uri`lpij| pyuufrw `ypwfkirp n`rfpp whi icwlri knrbiwlca
`hnlc=
+ Kfti drfk n kigln $ `fkkycl`nwlfcp glp`ypplfc wf n oyplcipp `hnj
glp`ypplfc
+ Hiju lgicwld| arfqwh fuufrwyclw| qlwhlc whi Hlpuncl` knrbiw
+ Lkurfti kinpyrikicw fd Hlpuncl` knrbiw lctipwkicwp
+ Gikfcpwrnwi _FL
+ Hiju n``ijirnwi arfqwh whrfyah ikulrl`nj gnwn lcplahwp
Wrncpdfrknwlti lc whi qn| qi nuurfn`hig oyplcipp ncg knrbiwlca ciig
Jitirnai ola gnwn ictlrfckicw ncg 0rg unrw| gnwn pfyr`ip n`rfpp oyplc
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
11/32
Pjlgi z >>
Qlcclca Ixi`ywlti Oy|+lc Qnp @rlwl`nj
Lwp qnp n placldl`ncw lctipwkicw ncg `fkklwkicw whnw ri~ylrig @IF tlp
ncg pyuufrw
Gitijfuig giwnljig rfngknu dfr py``ipp=
+ Uriunrig `fkurihicplti ujnc giwnljlca fuirnwlfcp* ripfyr`ip* jitij f
lctipwkicw ncg lkujikicwnwlfc unwh
+ Qi qilahwig whi ciig dfr ola gnwn np ciq riticyi pfyr`i dfr IT@
+ Qi lgicwldlig un`bnaig pfjywlfcp dfr n ola gnwn fddirlca
+ Ncg* qi `jinrj| gidlcig hfq ola gnwn dyjdljjig nc ycgirpirtig knrbiw urftlgig n phldw drfk pnkuji+onpig ripinr`h wf ikulrl`nj ncnj|wl
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
12/32
Pjlgi z >?
_ipyjw Jyklcnr Qnp @rinwig np n Ciq
Icwrntlplfc Oyplcipp Yclw
Ciq oyplcipp yclw qnp `rinwig gigl`nwig wf pirtlca Hlpuncl`+df`ypig ncnj|w
ncg lcplahwp
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
13/32
Pjlgi z >0
WI@HCL@NJ NUU_FN@H
Jyklcnr Ola Gnwn Qfyjg Ciig wf Pyuufrw whipi
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
14/32
Pjlgi z >7
Jyklcnr Ola Gnwn Qfyjg Ciig wf Pyuufrw whipi
Ciigp Ncnj|wl`p+np+n+Pirtl`i ujnwdfrk
Naarianwi kyjwluji pfyr`ip fd gnwn drfk gltirpi pfyr`ip
+ Jl`icpig gnwn
+ IT@ gnwn
+ Ycpwry`wyrig pf`lnj gnwn
+ @jlicw gnwn
Fddir nc ngtnc`ig ncg ycl~yi df`ypig ncnj|wl`p pirtl`i
+ Urftlgi lcplahwp lcwf Hlpuncl` `fcpykir oihntlfr
+ Wnraiwlca ypwfkirp lc riwnlj* dlcnc`lnj pirtl`ip* lcpyrnc`i ncg nywf piakic Dywyri fddirlcap
+ Ujnwdfrk np n Pirtl`i
+ Qhlwi Jnoij Pirtl`ip
L w d Njl l Tl l lwh wh
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
15/32
Pjlgi z >9
Lkufrwnc`i fd Njlaclca fyr Tlplfc qlwh whi
_lahw Wi`hcfjfa| Unrwcir
Urftic wrn`b ri`frg ticgfr hng wf hnti n gikfcpwrnoji ixuirlic`i lclkujikicwnwlfc fd ola gnwn pfjywlfcp
Wi`hcfjfa| nacfpwl` Qi ciigig n wi`hcfjfa| unrwcir whnw `fyjg hijuncg giujf| n pfjywlfc nr`hlwi`wyri whnw qnp cfw knrrlig wf nc| fci ticgfr
Ixuirlic`i qlwh kyjwluji wi`hcfjfa| urftlgirp&pyuujlirp Qi ciigiunrwcir whnw `fyjg ycgirpwncg whi ola gnwn jncgp`nui cfq* lc 4 kfwhp ncg
kfcwhp drfk wfgn|
Ojicgig wink nuurfn`h Fyr lginj unrwcir hng wf `jinrj| ycgirpwncg whwhi| qfyjg oi fuirnwlca lc n ojicgig `jlicw&ticgfr wink ictlrfckicw
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
16/32
Pjlgi z >4
Giujf|kicw Fomi`wltip
Oyljg n oipw+fd+oriig kfgij onpig fc Jyklcnr ri~ylrikicwp
+ Wnbi n ticgfr ciywrnj nuurfn`h
+ Jfqipw Wfwnj @fpw fd Fqcirphlu
+ Cf ri~ylrikicw wf lcwiarnwi qlwh nc| jian`| p|pwikp oyw P^J gnwn k
@jfyg onpig nr`hlwi`wyri
Knxlkl}i ri+ypi fd ticgfr ixuirlic`i lc Ola Gnwn
P`njnoljlw| dfr dywyri gnwn ri~ylrikicwp
Gnwn pi`yrlw| ri~ylrikicwp
Tlpynjl}nwlfc
Pwnrw qlwh n phfipwrlca nuurfn`h
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
17/32
Pjlgi z >1
Oyljg whi _lahw Dfycgnwlfc dfr Arfqwh
Lkuiwyp jing pfjywlfc nr`hlwi`wyri ncg ticgfr piji`wlfc urf`ipp
Qi ipwnojlphig n pfjywlfc drnkiqfrb whnw gijltirp dfyr `jlicw fddirlcap
Qi nr`hlwi`wig n pfjywlfc whnw gidlcig njj knmfr wi`hcfjfa| Bi|Uirdfrknc`i Lcgl`nwfrp (BULp, ncg PUFD
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
18/32
Pjlgi z >8
Pfjywlfc Nr`hlwi`wyri Uhnpig Nuurfn`h
Uhnpi >= Nr`hlwi`wyri ncg giplac `fcpyjwlca
Ojyiurlcw nr`hlwi`wyri dfr n ola gnwn ncnj|wl`p pfjywlfc `ftirlca whi rfngknu dfr >?
kfcwhp ncg ?7 kfcwhp#
+ Urftlgi jlpw fd `ncglgnwi pfjywlfcp ncg ticgfrp
+ _i+ypi Lkuiwyp ixuirlic`i lc Ola Gnwn py`h np lJnGnU drnkiqfrb
+ Nppipp oyljglca ciq pfjywlfc ld ci`ippnr|
Urftlgi giujf|kicw fuwlfcp Uyojl` tp Urltnwi @jfyg* Ticgfrp
Gyrnwlfc= 0+7 qiibp
Uriunri giwnljig urfmi`w ujnc ncg urfufpnj dfr lkujikicwnwlfc
+ Uhnpi ? + Giwnljig UF@ oic`hknrblca
+ Uhnpi 0 + Lkujikicwnwlfc fd Ola Gnwn Pfjywlfc
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
19/32
Pjlgi z >= LclwlnjUhnpi
Ycgirpwncg Gnwn* IWJ ncg Ncnj|wl`nj&_iufrwlca$ rfngknu ri~ylrikicwp
Uriunri `fkurihicplti& jfca jlpw fd `ncglgnwip
Dlcnjl}i nppippkicw `rlwirln ncg qilahwnai
dn`wfrp
?= Dlcnjl}iUF@
@ncglgnwip
@fkunri ncg ri`fkkicg phfrw jlpwfd `ncglgnwip ndwir giwnljigitnjynwlfc lc`jyglca ticgfrkiiwlcap
0= UF@
Lkujikicw* ixi`ywi ncg oic`hk`rlwl`nj ypi `npip
Ixi`ywi UF@ `ncglgnwip lc unrnufpploji
7= DlcnjUhnpi
Nppippkicw
_i`fkkicgpfjywlfc dlw
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
20/32
Pjlgi z ?5
Phfrw+jlpw @rinwlfc Urf`ipp
Lcuyw wf urf`ipp Jfca jlpw fd fuwlfcp
+ @fkurihicplti hlah jitij itnjynwlfc `rlwirln ipwnojlphig
Grljj gfqc hlah+jitij `rlwirln lcwf pyo+dn`wfrp* ncg npplac p`frip
+ Lcwirtliq ticgfrp fc pui`ldl` `nunoljlwlip np ciigig
+ Nw whlp jitij p`frip nri cfw qilahwig
@rinwi dlcnj qilahwig `ykyjnwlti p`fri dfr in`h fuwlfc
+ Kyjwluj| qilahwp ncg p`frip nanlcpw in`h giwnljig `rlwirln ncg ngg+yu
_i`fkkicgnwlfc fd dlcnj phfrw+jlpw wf urf`iig qlwh UF@
+ Ngg cnrrnwlti ncg giwnljig gip`rluwlfc fd `fkunrlpfc ncg ripyjwp
+ Urftlgi Urfp ncg @fcp fd in`h fuwlfc
L w j Q l hw g I j wl H j g lwh
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
21/32
Pjlgi z ?>
Lcwircnj Qilahwig Itnjynwlfc Hijuig qlwh
Ticgfr Piji`wlfc Urf`ipp
Qi `rinwig n `ypwfk+p`frlca knwrlx ypig dfr itn
ticgfrp urfp ncg `fcp* gidlclca ri~ylrikicwp*
qilahwlca nanlcpw Jyklcnrp fomi`wltip
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
22/32
Pjlgi z ??
Dlcnj _ipyjw @rinwlfc
Lcuyw wf urf`ipp
+ Onbi+fdd ripyjwp
Gf`ykicw dlcglcap ncg piji`w qlccir
Glp`ypp cixw pwiup ncg ngglwlfcnj tnjyi+nggp
+ Ngglwlfcnj dlcglcap glp`ypplfc
+ Gnwn kfgij kfgldl`nwlfcp ld nc| ri~ylrig
+ Uriunrnwlfc dfr urfgy`wlfc ringlcipp
+ Fwhirp np glp`ftirig gyrlca whi urfmi`w ixi`ywlfc
Ndwir orlid orinb uirlfg pyoklw dlcnj gf`ykicwig riufrwp
Gidlcig Uirdfrknc`i Kiwrl`p N`rfpp whi Icwlri
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
23/32
Pjlgi z ?0
Gidlcig Uirdfrknc`i Kiwrl`p N`rfpp whi Icwlri
Wi`hcfjfa| Ujnwdfrk Gnwnonpi
+ `fkuywi (@UY ywljl}nwlfc, $ kikfr| ypig
+ pwfrnai nun`lw| ywljl}nwlfc
+ L&F n`wltlw|
+ GO Lcpwnc`i fcci`wlfcp
Hngffu
+ Dlji p|pwik fycwirp
+ Knu+rigy`i drnkiqfrb fycwirp
+ Pfrw oyddir
Tnrlfyp fycwirp
+ Wfwnj Kikfr| (_NK,
+ Cykoir fd @UY `frip
+ @UY Lgji Uir`icwnai
+ Drii Kikfr|* @n`hi Kikfr|* Pqnu
Kikfr| ypig
OL&Tlpynjl}nwlfc
+ `fkuywi (@UY ywljl}nwlfc,
+ kikfr| ypig
+ jn|fyw fkuywnwlfcp
+ Cf fd riufrwp urf`ippig
IWJ&IJW
+ @fkujiwig&~yiyig&dnljig&rycc
+ @UY ywljl}ig
+ Kikfr| ypig
+ Mfo pwnrw ncg icg wlki
W h j H o lg N hlw w
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
24/32
Wi`hcfjfa| H|orlg Nr`hlwi`wyri
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
25/32
Pjlgi z ?9
Lkujikicwig Pfjywlfc Ftirtliq
Hfrwfcqfrbp np wi`hcfjfa| lcwiarnwfr
Hngffu @jypwir urftlplfcig fc Nkn}fc
I@? lc ycgir dfyr hfyrp Frlalcnj gnwn piwp lkufrwig drfk K|P^J
wf HGDP&Hlti yplca P~ffu ncg Wnjicg
Ixlpwlca _ p`rluwp qiri kfgldlig wf qfrb
qlwh Hlti dfr gnwn ncnj|plp# Klclknj `fgi
kfgldl`nwlfc ri~ylrig
Wnojiny qfrb offbp kfgldlig wf `fcci`wwf Hlti tln Hfrwfcqfrbp FGO@ grltir
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
26/32
Pjlgi z ?4
Jyklcnr Oyplcipp Lcplahwp
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
27/32
Pjlgi z ?1
Jyklcnrp Dfrkyjn @fcplpwp fd 0 @fri
http://www.youtube.com/watch?v=71O8jj-c-_I&feature=plcp -
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
28/32
Pjlgi z ?8
Jyklcnr p Dfrkyjn @fcplpwp fd 0 @fri
@fkufcicwp
Pfjywlfc Drnkiqfrb Gijltirp dfyr @jlicw F
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
29/32
Pfjywlfc Drnkiqfrb Gijltirp dfyr @jlicw F
Jyklcnr _fjjig Fyw Dfyr Bi| Pfjywlfc Fd
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
30/32
Jyklcnr _fjjig Fyw Dfyr Bi| Pfjywlfc Fd
Arfqwh
N`~ylpl
Urfdlwno
_iwicwl
Oyplcipp G
Kfgijlca*
pfjywlfcp d
J J g
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
31/32
Pjlgi z 0>
Jippfcp Jinrcig
Hntlca n djixloji wi`hcfjfa| nuurfn`h hijuig gidlci whi fuwlky
nr`hlwi`wyri pyuufrwlca fyr ciigp
\fy `nccfw gf whlp njfci* lwp wff `fkujix# Hntlca whi rlahw unrwqnp unrnkfycw
Lwp hnrg wf dlcg wnjicw* gfcw oi aifarnuhl`njj| jlklwig
Whi ola gnwn knrbiw lp pwljj lc djyx* qi fuwig dfr oipw+fd+oriig
pfjywlfc wf pyuufrw dywyri lcgypwr| phldwp whnw qi ncwl`lunwi lc whi
cixw >?+>8 kfcwhp
@j l _ b D B W b
-
7/31/2019 How a Media Company Embraced Big Data- Impetus & Entravision @Strata Conference 2012
32/32
Pjlgi z 0?
@jfplca _iknrbpDfyr Bi| Wnbinqn|p
\fy ciig wf hnti ixi`ywlti oijlitirp lc whi wrncpdfrk
oicidlwp fd Ola Gnwn
\fy kypw knbi n p|ciralpwl` `fcci`wlfc wf |fyr oyp
Ola gnwn `nc oi ola hingn`hipgfcw gf lw njfci
Hnti n djixloji nuurfn`h wf |fyr rfjj+fyw pwrnwia|
>
?
0
7
Pwrnwn Fddl`i Hfyr qlwh Fp`nr Ungljjn* Drncbjlc _lfp $ T
Whlp Whyrpgn| 0=>5uk + 7=>5uk IGW
_ffk= _hlcijncgir Cfrwh (Wnoji O,