20 DATA-DRIVEN MEDIA CULTURES
How to use data to develop and drive revenue generation is a complex challenge now faced by both ‘traditional’ broadcasters and streamers. So a Showcase Theatre session presented by digital experience platform Piano Software and focusing on its data-oriented collaboration with British broadcaster UKTV promises to be highly insightful. Taking place at 12:00-12:45 today, the session will feature Marie Fenner, SVP Analytics at Piano, and Andy Isaacs, who is Head of Data and Analytics for UKTV. Working primarily on the broadcaster’s video-on-demand product, UKTV Play, Isaacs is responsible for all elements of the customer data journey, including digital analytics, management, governance & strategy, ad tech, data science and visualisation. Explaining the backdrop to the session, enner notes that with etfl ix exploring an ad-supported tier, “the future of streaming appears to be shifting. For traditional broadcasters like UKTV, this also presents new opportunities with ad-supported business and subscription VOD. In this session, Andy and I will explain how a strong data-informed culture drives decision-making across UKTV’s entire ecosystem – and allows them to drive better user experiences that increase revenue.” Fenner – who has 20 years’ experience of advising clients on their digital strategy and performance management – indicates that the industry is becoming more proactive in its use of data to build robust new revenue streams. “Piano is a data and activation company, and our role is to collect a lot of data and gain insight into the users of each service we work with,” she says. “UKTV is certainly an example of a broadcaster that has focused very strongly on this aspect and wants to be able to make more informed decisions across the board.”
TRUST THE DATA
Integral to having this capability is establishing what Fenner describes as “a single source of truth, which provides the data that everyone needs to use – by which I mean the different teams inside the broadcaster, such as the marketing team which needs to monitor the marketing ROI; the product team that is required to measure the success of things; and the ad operations team”.
‘DRIVE REVENUE OPPORTUNITIES’ Digital experience platform Piano Software is joining forces with client UKTV for its Showcase Theatre session today, which will examine data-powered revenue generation in the age of streaming
Marie Fenner, SVP Analytics, Piano
“I think you are seeing many more companies get serious about data collection and then applying the
ndings across teir oerations Marie Fenner, Piano
While she admits that “some companies are further along this road” than others, Fenner says that the importance of data-driven practices is more widely recognised now than it was at the time of the last IBC Show in 2019. “There were some organisations, such as ITV, that were already talking about leveraging cloud to collect data and enable real-time decision-making,” she recalls. “But now I think you are seeing many more companies get serious about data collection and then applying the fi ndings across their operations. Underlining its belief that the cloud will be central to the future of data-driven insight,
Andy Isaacs, Head of Data and Analytics, UKTV
Piano is exhibiting at IBC2022 on a stand . shared with nowfl ake, which provides cloud-based data storage and analytics capabilities often referred to as ‘data-as-a- service’. In addition, Piano representatives will be present in The Playground networking area on Saturday from 16:30-20:00. Taking time to share her thoughts on the
role of “more personalised data” in enhancing media data platforms, Fenner is evidently enthusiastic about the prospect of the fi rst in-person IBC for three years. “So much has happened in our industry during these years, and I can’t wait to have the chance to discuss it all face-to-face,” she concludes.
Piano is hosting a session in the Showcase Theatre (12.F102) at 12:00-12:45 today. These sessions are free to attend and no registration is required.
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