mediacrm - putting the media customer first
DESCRIPTION
Presentation by Robbie De Sutter - VRT-medialab for Workshop 'The media consumer becomes Digital' @ Future Internet Week (Ghent - December 17th 2010)TRANSCRIPT
putting the media customer first
MediaCRM
MediaCRM: the media customer first
• Information• from & about users• from & about programmes
• 2nd screen application supply lots and lots of data
• MediaCRM takes care of the data• capture & store the huge amount of information• clean, connect, enrich the information• make available• broadcasters, production houses, producers• advertisers• 2nd screen applications• …
MediaCRM: requirements
Collect Data
Collect data:Programme detection
(Channel, Timestamp, (UserID))
• automatic linking (usability!)
• no TV/STB modifications
• works for radio & outdoor
• proven PPM technology
• supports time shifted viewing
• links user interaction with channel & time
• samples viewing behaviour customer
Audio ?
http://www.youtube.com/v/ZY6oJR38OoI
http://www.youtube.com/v/SSHDCNkbqaY
Collect Data
Collect Data
Arrange Data
Link & Enrich data
Structured Data
Results for broadcasters:Real-time tracking
By MediaXim
Results for broadcasters / producers:Social buzz
By Engagor
Results for producers:Support new formats
By Channel4
• realise a digital relation between broadcasters, production houses, producers and their consumers
• advantages broadcasters:• know your customer• cheaper, faster, easier• communicate with your customer
• advantages producers:• new formats• direct & indirect feedback possible
MediaCRM for broadcasters & producers
Results for advertisers:Interactive ads
Results for advertisers:Ad Effectiveness
By Subaru
• measure to know
• know the audience segmentation of programmes more accurate
• determine the effectiveness cheaper and easier
• new advertisement platform + direct/embedded marketing
• connect with your target audience + targeted interactive ads• cheaper, easier, fast, flexible
MediaCRM for advertisers
Results for 2nd screen apps:Tools
• real-time framework providing information from and about the users and programmes• privacy !
• support development of 2nd screen applications• provide standard functionality• e.g., programme recognition
• the start of an eco-system!
MediaCRM for 2nd screen apps
MediaCRM throughBusiness Intelligence
By Intel
MediaCRM: the media customer first