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From Audiences to Individuals: Delivering Smarter Customer Experiences

Length: 2:19
August 13, 2013

Media and entertainment companies are in the midst of a fundamental shift in audience engagement. Traditionally, the best way to reach key audiences was to broadcast to millions of people. But in the age of streaming content, social media, and mobile devices, audiences are now looking for a more personalized experience. Join Richard Maraschi, IBM Global Solutions Leader for Big Data & Analytics, and Graeme Noseworthy, IBM Strategic Messaging Director for Big Data Marketing, as they discuss how IBM big data platforms can give media and entertainment organizations the speed, scalability and simplicity required to bring different data sources together to personalize their content offerings to match individual audience members.

To learn more about IBM big data platforms for media and entertainment, visit

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Graeme Noseworthy: When we think about the application of big data analytics in media and entertainment, we see that these organizations are moving down the path to delivering smarter customer experiences that deliver the relevance and the content that people want.

Richard Maraschi: Previously you would be able to broadcast out to millions of viewers. When you had big, mass audiences you didn't really have to worry about how you were going to monetize because you would basically sell advertising against these millions and millions of people. But now it's smaller audiences moving to different devices that want different content.

Graeme Noseworthy: There’s an old saying, we’ve all heard it, ‘content is king’. Well that’s not necessarily accurate anymore. We now believe that the audience is the king and content is the castle and it’s up to media and entertainment organizations to wrap their audiences in content that they truly find engaging and something that they want to be in and part of.

Richard Maraschi: Really what you need to do is incorporate ways to actually listen to the audience and understand what it is they want. So you can actually develop your content, more precisely market your content.

Graeme Noseworthy: When you bring different data sources together from across the enterprise you begin to paint a picture that goes far beyond box office sales and television ratings. You start to understand not just how much of your content is being consumed but what your audience truly thinks about that content.

Richard Maraschi: There's a wide variety of tools and technologies available to do data analysis and analytics.

Graeme Noseworthy: The IBM big data platform gives media and entertainment organizations the speed, scalability and simplicity required to bring these different data sources together. There’s so many different data points that your audience members are creating and it’s time to bring them together so they can be unified and utilized in a way that adds value back to you.

Richard Maraschi: Great content is great content. However, with all the control now shifting to audiences, now, the ability to listen to the audience and capture what they're saying and basically personalize the experience for them. And put program bundles together that really resonate with them is what's going to differentiate traditional media companies from new media companies.