Media & Entertainment

Leveraging Big Data To Improve TV Targeting Precision

Big data now represents the next step in improving television program selection and targeting precision. Merge, append, fuse and model are all terms that can bring increased precision for reaching high value prospects. These methods are discussed below:

This is is a great way to understand the television viewing preferences of current best customers. A customer database, such as a file containing frequent shopper data (first-party data) is merged on an exact name and address basis with set-top box household viewing data. The new enhanced data set provides a basis for understanding differences in between-segment viewing preferences — for example, active customers vs. high-value customers vs. purchasers of particular types of merchandise vs. lapsed customers who we need to re-activate.

To avoid privacy concerns, the customer data and the set-top-box data are merged by an independent third-party supplier. Following the data match, personally identifiable information is removed. The enhanced data set is then returned to the owner of the set-top box data, who works with the advertiser to access and analyze the resulting merged data set.

A shortcoming of merging data sets can be low match rates. If there is a 30% match — for example, the people in the advertiser’s loyalty card data file match 30% of the households in the set-top-box panel — we are then limited to using 30% of the set-top box viewing data. Nevertheless, a set-top-box panel of one million and a 30% match rate would provide viewing behavior for 300,000 households. We just have to trust that there is no systematic bias in the matched vs. non-matched records.

Read More

9 Comments
  1. g 9 months ago
    Reply

    I know this site provides quality depending articles and other material, is there any other web page which
    offers these kinds of things in quality?

  2. gamefly free trial 8 months ago
    Reply

    If some one wishes to be updated with latest technologies afterward he must be pay a visit this web site and be
    up to date every day.

  3. gamefly free trial 8 months ago
    Reply

    It’s actually very complicated in this active life to listen news on TV,
    thus I just use internet for that reason, and take the newest news.

  4. minecraft games 5 months ago
    Reply

    I love your blog.. very nice colors & theme. Did you create this
    website yourself or did you hire someone to do it for you?
    Plz answer back as I’m looking to construct my own blog and would like to know where u got this from.
    thanks a lot

  5. a coconut oil 2 months ago
    Reply

    Hmm is anyone else encountering problems with the images on this blog
    loading? I’m trying to find out if its a problem on my end or if
    it’s the blog. Any suggestions would be greatly appreciated.

  6. tinyurl.com 2 months ago
    Reply

    Hey very nice blog!

  7. tinyurl.com 2 months ago
    Reply

    I blog often and I genuinely thank you for your information. Your
    article has really peaked my interest. I will bookmark your
    blog and keep checking for new details about once
    per week. I opted in for your RSS feed too.

  8. quest bars cheap 2 months ago
    Reply

    Hey There. I found your blog using msn. This is a really well written article.
    I’ll make sure to bookmark it and come back to read more of your useful information. Thanks for the post.
    I’ll certainly return.

  9. coconut oil 1 month ago
    Reply

    Hi everyone, it’s my first pay a visit at this web site, and piece of writing is in fact fruitful
    in support of me, keep up posting these types of content.

Leave a Comment

Your email address will not be published.

You may also like

Pin It on Pinterest