- Start: 01/12/2010
- End: 31/12/2011
Project leader: Robbie De Sutter
Know your media customers
Implementing Customer Relationship Management (CRM-methodology) experienced some difficulties since there were no direct ties between the professional media market and the media customers. With the advent of synchronized second screen applications and tablets this situation has altered and customers now have the possibility to directly interact with primetime television programs. The entire media sector will capitalize on this development since it offers a detailed view on the behaviour, the interests and the interaction methods of the customer. Broadcasters will be able to optimize their program supply in accordance with customer expectations. Publishers will learn more about their customer’s interests and advertisers will be able to assess the effectiveness of their campaigns and launch targeted, interactive and cost-reducing campaigns.
Business Intelligence techniques will be deployed for the capitation, organisation, fine-tuning and visualisation of data therefore providing the media sector with useful information. During the ETL-stage (Extract, Transform and Load), EPG and personal socio-demographic data of viewers, readers and listeners will be combined. MediaSync-like techniques (as tested by by Nielsen and ABC/Disney during the My Generation show, will be implemented determine the actual media customer behaviour. Data will be stored in Data Warehouse, a mega-capacity scalable data storage. Various Data Marts and OLAP-cubes will be incorporated to visualize information in reports and dashboards and this information will be converted in real-time and made available when and where necessary.
For the moment VillaSquare/VillaCRM is being developed, the supporting social media platform of the live VRT programme Villa Vanthilt. The second screen application offered by this platform enables viewers to communicate with the showmaster of the programme by means of social media. A selection of the viewers’ comments is being discussed during the programme. Moreover experiments with CRM-techniques are being carried out in which certain target groups can be reached in real-time.