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The Spring 2016 M&E Journal was recently published and RSG Media has written a thought leadership piece in the ‘Data Driven’ section. The article is written by Thomas Siegman, EVP and is titled, “ Big Data Lets You Read Your Customer’s Mind – Now What?”
You can find the full e-Journal here. RSG Media's article is on page 60 and can be downloaded here.
Abstract: Used properly, data can help media companies understand the viewer’s behavior better than the viewer herself. The challenge in creating these models, however, is that it’s not enough to have data, or to bring it together into a large data lake. One needs to know what the data means, how to interrelate it, and how to discern actionable insights.
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