how data can make you more creative
DESCRIPTION
- How can you can use data to make a bigger impact creatively? - Lots of examples from TV in particular - This was a talk I gave at Regent's University in London on 16/10/13TRANSCRIPT
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