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Using Alteryx to Shepherd Internal

Media Measurement for Better

Internal and Client Results

Marshall Jacobowitz

VP, Research

Time Warner Cable Media

@TWC

Business Leadership track

March 6, 2013

11:00 – 11:45 am

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Who Is Time Warner Cable Media

Linear Spots

Online Solutions

Video On Demand

Interactive

Product Value Proposition: - Targeted Advertisers

- Cross-Platform

50 Markets / 12.5MM Subscribers

We bring advertising and marketing solutions to local marketers

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TWCMedia surrounds consumers across platform

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How Good Companies, Good Tools and Good Timing Led to an Ideal

Solution to TWCM’s Emerging Data Needs

• TWCM and Alteryx (then SRC) relationship dates back to 2008

• Initial Need was for Mapping Tool after existing TWCM vendor dropped product

• SRC had history with TWCM division Adlink for hardcopy maps

TWCM and Alteryx: Making Data Solutions Easier

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In 2009 TWC began collecting tuning information in one test market

• Current audience measurement is geared to over the air stations and not local cable

• No coverage of our sales areas in sample methodology

• Sample sizes too small to accurately estimate audiences for most of our inventory

• Collecting our own information will help us develop cross platform solutions

• Collecting our own data will allow us to tailor better solutions for our clients

• Consistent with Company privacy policy, we can be sure data is not stored or reported

with personally identifiable information (PII)

TWCM Begins to Collect and Analyze STB tuning data

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While TWCM Tech Services Group built the data warehouse, we used

Alteryx to process, manage and scenario play with the data

• What does the data look like ?

• How do we match reference data (channel information, program names, ad placement

data) ?

• What rules to we apply to determine valid tuning events as opposed to similar looking

events (DVR record, PIP, etc) ?

Alteryx was the default tool for doing initial work

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Having Alteryx allowed us to look at how people watch our own

programming, and how client schedules deliver

Examples of Early STB Work

Schedule Delivery by Zip Code: Jeff Hall Dodge – Statesville NC MarketVision

Radius/GeoSelection Upload ZIPs

MarketVision is brought to you by SRC,

LLC. © 2009 All Rights Reserved

AGS Demographic data © 2009 by

Experian/Applied Geographic Solutions.

Current year data is for the year 2009, 5

year projected data is for the year 2014.

Scarborough data, collected from

February 2008 to March 2009, has been

profiled and integrated into the

MarketVision site. The profiles were created

using MOSAIC clusters, and SRC

segmentation technology. Even though

questions may be asked at the Household

level, response is in terms of Adults 18+.

MRI - 2008 Doublebase, collected from

March 2006 to April 2008. The profiles were

created using MOSAIC clusters and SRC

segmentation technology. Even though

questions may be asked at the Household

level, response is in terms of Adults 18+.

277

40

485

277

40

485

CharlotteCharlotteCharlotteCharlotteCharlotte

ConcordConcordConcordConcordConcord

GastoniaGastoniaGastoniaGastoniaGastonia

High PointHigh PointHigh PointHigh PointHigh Point

Winston-SalemWinston-SalemWinston-SalemWinston-SalemWinston-Salem

Rock HillRock HillRock HillRock HillRock Hill

Over 1380 HHs

530-1380 HHs

Under 530 HHs

Out of Zone: No Delivery

2 and 10 mile radius from

Dealership

Jeff Hall Dodge,

Statesville NC

Schedule Delivery by Zip Code: Jeff Hall Dodge – Statesville NC MarketVision

Radius/GeoSelection Upload ZIPs

MarketVision is brought to you by SRC,

LLC. © 2009 All Rights Reserved

AGS Demographic data © 2009 by

Experian/Applied Geographic Solutions.

Current year data is for the year 2009, 5

year projected data is for the year 2014.

Scarborough data, collected from

February 2008 to March 2009, has been

profiled and integrated into the

MarketVision site. The profiles were created

using MOSAIC clusters, and SRC

segmentation technology. Even though

questions may be asked at the Household

level, response is in terms of Adults 18+.

MRI - 2008 Doublebase, collected from

March 2006 to April 2008. The profiles were

created using MOSAIC clusters and SRC

segmentation technology. Even though

questions may be asked at the Household

level, response is in terms of Adults 18+.

277

40

485

277

40

485

CharlotteCharlotteCharlotteCharlotteCharlotte

ConcordConcordConcordConcordConcord

GastoniaGastoniaGastoniaGastoniaGastonia

High PointHigh PointHigh PointHigh PointHigh Point

Winston-SalemWinston-SalemWinston-SalemWinston-SalemWinston-Salem

Rock HillRock HillRock HillRock HillRock Hill

Over 1380 HHs

530-1380 HHs

Under 530 HHs

Out of Zone: No Delivery

2 and 10 mile radius from

Dealership

Jeff Hall Dodge,

Statesville NC

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For Interactive campaigns, we were able to map the locations of

responding customers and plot against store locations

Examples of Early STB Work

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For an action movie release, we were able to identify the networks

preferred by households that buy action movies

Alteryx enabled Cross Platform analysis to enhance

Movie On Demand Sales

• Clash of the Titans MOD launch in March 2010

• Found HHs that bought similar movies on

release

• Identify right networks to reach those

homes (able to reduce # networks used)

• Run test/control to identify if targeted

campaign worked

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Currently we have over 15 markets and 7.9 million subscribing

households providing tuning and other transactional data

• Tech group has built the data warehouse so that we no longer use Alteryx for processing

of raw data

• Query capability allows us to build modules for network and program ratings, as well as

advertiser campaigns

• Sharing our modules allows us to design newer reports for others across the company as

availability increases

Where are we today

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Data Volume Continues to Grow

• Daily processing volume is over 0.6 TB

• Each STB generates, on average, 65-100 raw events per day

• As per our editing rules, not all of these events translate into a tuning session

• Each household averages close to 9 hours per day with a STB on (gross)

• Multiple sets with concurrent viewing contributes to higher time spent estimates

State of the Data

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Modules for Queries and Calculations

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Recent projects focus on enhanced analysis for new business

• Political – How can we identify political advertising opportunities using our targeting

capabilities with content and geography to take share from local broadcast

• And how do we manage our limited cable news inventory

• Data matching

• How can we align our household data to external data to enable more customized

targeting and reporting

• Re-allocations

Current Projects

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TWC Departments outside of Media also benefit

• Program Acquisition

• Audience estimates for networks that are otherwise not measured are important

• Tiering and packaging

• TWC Consumer Marketing

• Inventory allocation

• Targeted TWC Marketing messages

• Upsell to Triple play

• Reduce Churn

Current Projects

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Data modeling is the next major area of exploration

• Network/Program audience estimates to do a better job of selling plans with audience

guarantees

• Includes Rate card optimization

• Competitive Reporting – what is our dollar and ratings share in each market

• Opportunity marketing – where do we see vulnerability of certain stations and/or

dayparts in a given market

Work on Modeling is beginning

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Common Industry Standards and Metrics could create new and better

media usage data

• Ground work has already been laid by various MVPDs (Multi-Video Platform Providers)

with the Media Rating Council (MRC) to create data collection and measurement

standards

• Follow-up work on definitions and metrics are in the works

Goals for TWCM and the Media Buyer/Seller Community

Thank You!

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Marshall Jacobowitz

VP, Research

Time Warner Cable Media

@TWC