Analytics in Media

Presented by

Ajeesh V & Midhun M

S
MBA(PT)- 2022-24
 Analytics in media refers to the process of collecting, measuring,
analyzing and reporting data on the performance and impact of media
content, platforms and campaigns. Analytics in media can help media
organizations and professionals to:

• Understand their audiences and their preferences,

behaviors and feedback
• Optimize their content and strategies to increase
engagement, reach and revenue
• Evaluate their effectiveness and efficiency in achieving
their goals and objectives
INTRODUCTIO
• Identify new opportunities and challenges in the media
N landscape

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 There are different types of analytics in media,
depending on the source, scope and purpose of the
data. Some common types of analytics in media are:
• Content analytics: data on the characteristics,
quality and performance of media content, such as
topics, genres, formats, styles, ratings, reviews,
views, clicks, shares, comments, etc

TYPES OF • Audience analytics: data on the demographics,

psychographics and behaviour of media consumers,
ANALYTICS such as age, gender, location, interests, preferences,
habits, loyalty, satisfaction, etc
IN MEDIA

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METHODS OF ANALYTICS IN MEDIA

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 • Descriptive analytics: summarizes what has
happened in the past using historical data
• Diagnostic analytics: explains why something has
happened in the past using causal analysis
• Predictive analytics: forecasts what will happen
in the future using statistical modelling
• Prescriptive analytics: recommends what should
METHODS OF be done in the future using optimization
ANALYTICS techniques

IN MEDIA

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 • Data collection tools: capture and store data
from various sources, such as web analytics
tools , social media analytics tools , survey tools ,
etc
• Data visualization tools: present and explore
data using charts, graphs, maps, dashboards, etc.,
such as data visualization tools , business
intelligence tools, reporting tools, etc
TOOLS OF • Data analysis tools: process and interpret data

ANALYTICS using algorithms, formulas, functions, etc., such

as spreadsheet tools, statistical tools, machine
IN MEDIA learning tools, etc

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 • Understand its subscribers and their preferences, behaviours and
feedback
• Netflix collects data on its subscribers' profiles, viewing history,
ratings, reviews, searches, etc
• Netflix analyses this data to segment its subscribers into
different groups based on their tastes and preferences
• Netflix uses this data to personalize its recommendations,

EXAMPLE OF notifications and user interface for each subscriber Optimize its
content and strategies to increase engagement, reach and
ANALYTICS revenue

IN MEDIA: • Netflix collects data on its content's characteristics, quality and

performance, such as topics, genres, formats, styles, ratings,
NETFLIX reviews, views, clicks, shares, comments, etc
• Netflix analyses this data to evaluate its content's popularity,
relevance, and profitability

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 • Netflix uses this data to decide what content to
produce, acquire, promote, and remove
• Evaluate its effectiveness and efficiency in
achieving its goals and objectives
• Netflix collects data on its goals and objectives, such
as subscriber growth, retention, satisfaction,
EXAMPLE OF revenue, profit, etc
• Netflix analyses this data to measure its progress and
ANALYTICS performance against its targets and benchmarks

IN MEDIA: • Netflix uses this data to identify its strengths and

weaknesses, opportunities and threats, and areas for
NETFLIX improvement

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 • Enhancing creativity and innovation by providing
insights into audience needs, wants and expectations
• Improving decision-making and problem-solving
by providing evidence-based information and
guidance
• Increasing efficiency and productivity by providing
automation and optimization solutions

BENEFITS OF • Reducing costs and risks by providing monitoring

and evaluation mechanisms
ANALYTICS • Boosting competitiveness and reputation by

IN MEDIA providing differentiation and value proposition

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 • Data quality and reliability: ensuring that the
data is accurate, complete, consistent, and
relevant
• Data privacy and security: protecting the data
from unauthorized access, use, and disclosure
• Data ethics and regulation: complying with the
CHALLENGES data laws, rules, and standards

OF • Data literacy and skills: developing the data

knowledge, abilities, and attitudes
ANALYTICS • Data culture and mindset: fostering the data

IN MEDIA appreciation, adoption, and adaptation

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 • Define clear and specific goals and objectives
for analytics in media
• Identify and prioritize the key data sources
and types for analytics in media
BEST • Select and apply the appropriate methods and
tools for analytics in media
PRACTICES • Communicate and present the results and

OF recommendations of analytics in media

effectively and persuasively
ANALYTICS • Implement and monitor the actions and

IN MEDIA outcomes of analytics in media continuously and

iteratively

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 • Big data: using large, complex, and diverse data
sets from various sources and formats
• Artificial intelligence: using intelligent systems that
can learn, reason, and act autonomously or
collaboratively

FUTURE • Cloud computing: using remote servers that can

store, process and deliver data on demand

TRENDS OF • Internet of things: using interconnected devices

that can collect, transmit, and receive data wirelessly
ANALYTICS • Blockchain: using distributed ledgers that can

IN MEDIA record, verify, and secure data transactions

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CONCLUSION
• It can be improved by following some best practices,
• Analytics in media is the process of collecting,
such as defining clear goals, identifying key data
measuring, analyzing and reporting data on the sources, selecting appropriate methods and tools,
performance and impact of media content, platforms communicating effectively, and implementing
and campaigns continuously
• It is constantly evolving and advancing with the
• It can help media organizations and professionals to
changes in technology, society, and the environment
understand their audiences, optimize their content
and strategies, evaluate their effectiveness and
efficiency, and identify new opportunities and
challenges
• It can also pose various challenges, such as data
quality, privacy, security, ethics, regulation, literacy,
skills, culture, and mindset
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Thank you All
Presented by

Ajeesh V & Midhun M S

MBA(PT)- 2022-24

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