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Harnessing big data effectively

Data analytics is helping the TV industry to turn knowledge into actions in order to reduce churn, optimise targeting strategies and launch new services, according to audience analytics specialist Genius Digital.

Jonathan Sykes, chairman of Genius Digital, acknowledged that ‘Big Data’ is one of the most hyped topics in the television industry today. “But very little real-world experience is being shared,” he said.

The company is hoping to change that by showing visitors at IBC this week how customer data can be used in an effective way. On-stand demonstrations of the Genius Digital Insight Platform are seeking to provide a deeper understanding of audience activity from any platform and device, across linear, on-demand or hybrid services, in realtime.

By taking data from subscribers and developing ways to act upon it, Genius Digital claimed it equips pay-TV operators with the answers they need to build more compelling services, enter content deals with viewer data and build engaging offerings, such as targeted campaigns, based on actual audience activity.