Zooming in to see the true value of audiences in media and entertainment

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Zooming in to see the true value of audiences in media and entertainment

Length: 28:50
April 4, 2014 2:00 p.m. EST

Understanding audiences as individuals is difficult at any distance. Marketing, advertising and content professionals from across the media and entertainment landscape are struggling to zoom in on their consumers. As such, the role of big data, specifically audience data, and gaining insights through analytics is rising.
 
In this episode of Big Data Bytes, we looked at what is driving this change in the media and entertainment industry. We also examined why media companies are looking to know as much as they can about their audiences at increasingly granular levels and, most importantly, we discussed uncover the role of privacy in an industry that's getting more and more personal and potentially intrusive.
 
Joining us was special guest Ram Akella, Professor of Information Systems and Technology Management, and Director of the Center for Large Scale Analytics and Smart Services (CLASS) at the University of California, Santa Cruz. Throughout his career at top institutions such as Harvard, Carnegie Mellon, MIT and Stanford, Prof. Akella has been a leading researchers and instructor in data and text mining, interactive search, analytics and computational marketing. His expertise will add great depth and color to our conversation. 
 
Also joining was Anu Jain (@dinojain), media and entertainment industry leader on IBM Industry Smarter Solutions Team.