TV has become an integral part of our lives.
Use cases:
TV has become an integral part of our lives. Because of explosion of TV channels, it has become very competitive for Channel companies to attract attention of the viewers. Channel companies are overloaded with various data points like viewership data, syndicated data, call center data, social media data, set up box data, broadband data, etc.
Until we integrate all these data sources, we cannot make a sense out of this BIG DATA. The best way of integration is by SEGMENTS.
Below are the tables having audience segments of UK population:
Social Grade | Social Status | Occupation |
A | upper middle class | higher managerial, administrative or professional |
B | middle class | intermediate managerial, administrative or professional |
C1 | lower middle class | supervisory or clerical, junior managerial, administrative or professional |
C2 | skilled working class | skilled manual workers |
D | working class | semi and unskilled manual workers |
E | those at lowest level of subsistence | state pensioners or widows (no other earner), casual or lowest grade workers |
Lifestyle/ description | TV channels watched | Other Media | Internet Use | |
Men 16-34 | 65% have no kids 60% are single Majority work full time | 80% have access to digital Sky sports channel 4 bravo kerrang | 25% use newspaper Zoo nuts FHM Cinema and radio | 70% have broadband at home Sport Banking News shopping |
Men ABC1 | 12.8m in Britain 2/3rds are married | Scrubs, Simpsons, sport, news, documentaries | 5 live, radio 4, tabloids newspapers less magazines | 60% with broadband travel, sport, finance and news sites |
Men C2DE | 10.5m, constant media habits | ITV, five, Discovery, Bravo, The Sci-Fi Channel and Sky One | FiveLive and TalkSport Nuts and Zoo | 44% have broadband |
Men 55+ | 7.5 million, retired, more free time | ITV1, UKTV History, Discovery and National Geographic | Particularly radios 3, 4 and FiveLive. The Telegraph, The Mail and the Express | 33% have broadband |
Women 16-34 | Broad set of media | Channel4, E4, ITV2, Living and MTV | Glamourg grazia, radio virgin and kiss | 60% have access for shopping downloading |
Women ABC1 | Have children, more likely to be, single 30% of adults in UK | E4 UKTV Style Living, Channel4 ITV, the BBC | Cosmopolitan, Hello! Red | Over 50% have access |
Women C2DE | 11m broad range less than ₤17k 34% don’t work | ITV1/2 E4 and Living TV5 | Sun Now, OK, Take a Break, The Mirror radio1,2, capital vigin | <35% have access |
Women 55+ | 9m, free time | Day time TV bbc itv gmtv | ½ read papers Daily Mail Mirror Classic fm | 41% have access |
Source : Wikipedia
Use cases:
To provide customized ads based on the behavior of these segments and their viewership time
To change the IVR options, by analyzing the trend of various issues on other touch points of customer
To measure the impact of one segment over the other
To train call center resource based on emerging trend
To understand the impact of campaigns on various touch point
To calculate ROI of social media efforts by correlating it with the viewership data
To engage with the Right people at the Right time in the Right frame of mind.
Do you have any other use case to add?
How you are integrating your customer touch points data together?
