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Market research : data strategy for European broadcasting organizations

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On the occasion of the 2nd annual EBU Big Data week held in Geneva on 21 and 22 March 2017, the results of a pilot survey on the state of Big Data among broadcasters was revealed.
The survey results are based on answers from 33 broadcasting organizations.
Here are the key results to be remembered :

  • 2/3 of surveyed members say data is important or very important for their organizations
  • only 1/3 say Big Data is a corporate priority. In other words, for 2/3 of surveyed broadcasting organizations a data strategy is not considered a priority
  • more than half (54%) of members have either not started or just started designing their data strategy. As Lokke Moerel said in the first panel of the conference, broadcasters lay behind in terms of Big Data strategy
  • not surprisingly thus, only 12% consider themselves “advanced” in the implementation of their data strategy
  • when a data strategy has been kicked-off, 55%say the main drivers are both directors and operational teams. This is very encouraging. As Sanjeevan Bala, Head of Audience at Channel 4 (UK), reminded, making Big Data a separate part of the organization is essential to make the strategy succeed. The fastest way to make a Big Data strategy fail is to make it a marketing or an IT project.
  • 70% of the work on data is done either in silos or with little cooperation between departments. How worrying is this ? Is this the direct consequence of Big Data being a separate silo in itself ?
  • only 9% have a C-level function dedicated to data

In conclusion broadcasters have been slow in adopting Big Data but thanks to efforts made at the EBU level, awareness is being raised among members. In a landscape where competitors are the Facebook and Youtube of this world, not following a data-driven strategy will eventually be a fatal mistake.


Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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