how data can make you more creative

How Data Can Make You More Creative

Todd Green / Regent’s Uni / Oct 2013

Two posts – two different responses

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(Conclusion – get married more often)

Ha! Who needs data. I’m ‘a Creative’.

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1983: Very little data available

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h"p://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s  

2013: Creativity can be measured

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%viewers watching at a given moment

during the video

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There are lots of ways to measure the impact of creative work

Data can help you be more creative

So

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Data in TV: BARB ratings

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Data in TV: Facebook

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Data in TV: Twitter

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Data in TV: YouTube

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Data in TV: Catch-up services

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Data in TV: Streaming services

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Data in TV: Second-screen apps

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Data in TV: Multiple connected services

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What types of data are available for TV?

KPIs

Metadata Behaviours

Interactions

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What types of data are available for TV?

Metadata

Show descriptions (types/actors/run time), consumer profiles, external reference points…

Behaviours

Funnels, drop-offs, CTR, conversions, shares…

KPIs

Ratings, views, viewers, £, sessions, ads served,

registrations…

Interactions

@s, #s, SMSs, votes, emails, applications, taps, buzzes…

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How can these data types be used by producers / broadcasters?

Metadata

Connecting Recommending

Behaviours

Understanding Optimising

KPIs

Measuring Reporting

Interactions

Listening Marketing

Concrete example: new editorial material!

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Result from app Shown on TV in live show

Concrete example: more livecams on baby animals!

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More views for cats than dogs =

Add a new cat channel

Concrete example: more questions to fans!

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More Likes, comments and

shares on a certain type of post

= Do more of those

What skills are required?

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Measure

Analyse

Iterate

How to do it if you have £££

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Measure

Analyse

Iterate

Automated data capture

Data scientists do number wizardry

Lots of brains have ideas and innovate

How to do it if you’re, er… still working towards £££

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Measure

Analyse

Iterate

Your platforms already track some basic data

Check your free tools

Your brain has ideas and can innovate

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https://www.youtube.com/watch?v=_So69qMuNhU

DIY analytics on my own video

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1. Start with the crap shots!

What does the data(fox) say?

DIY analytics on my own video

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2. Figure out how to use keywords to be a ‘Suggested video’ more often

What does the data(fox) say?

DIY analytics on my own video

DIY analytics on my own video

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3. Irish people love golf!

What does the data(fox) say?

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Data can help you be more creative

Find it, understand it, and use it!

So

How Data Can Make You More Creative

Todd Green / Regent’s Uni / Oct 2013