Big Data: The Data-Driven Media Plan - Webcast

Comcast Spotlight Take Five

We hope you had a chance to attend our Take Five for Your Future webcast, "Big Data: The Data-Driven Media Plan" on August 28th. If you couldn't join us, or want to review some of the information again, you can watch the complete webcast here.

A panel of experts shared their thoughts on how consumer marketers are matching data from a variety of sources to increase the efficiency and impact of their ad campaigns and provided some case studies and research to back it up.

Dan Stein, Senior Vice President at Crossix Solutions, Helen Katz, SVP, Director of Research at Starcom Mediavest Group and Andrew Ward, Group Vice President at Comcast Media 360 shared their insights into the industry's latest buzz, "Big Data," in addition to giving a primer on the basics of what this is, why is it important and how marketers can use this powerful data to drive a more effective campaign.

Our webcast attendees learned about hyper-targeted commercials, addressable advertising and its relationship to big data from Helen. She also shared how by working with Comcast Media 360 and using multiple data sources, they were able to answer the following questions:
- Can TV's actual impact on sales be quantified?
- Can targeted TV drive better results than network TV alone?
- What is the sales impact of TV + digital?
- Is there a cross-platform impact on consumer attitudes?

The CPGs that were part of the test saw a significant increase in ad recall, significant increase in brand affinity and a significant increase in pre-to-post "Intent to purchase." The results were very impressive and many of our live attendees wanted to dive deeper on the results during our interactive Q&A at the end of the webcast!

Our panelists rounded out their discussion by sharing some forward thinking outlooks on how this data is going to shape the industry and how targeted advertising will continue to get more refined in the coming years.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive