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Georgia Institute Of Technology - ISYE 6501Course_Project-1. FALL2020

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Course Project Using data to target users and optimize the offering portfolios I. Personal Motivation This report deals with opportunities of predictive and prescriptive analytics methods for a bro... adcasting company. My idea behind this project reaches a lot further than just targeting a customer for marketing purposes. There are plenty of everyday examples, where companies or even governments target one or several different groups of people based on a variety of available data in order to maximize profits or enforce their agenda. This is indeed a sensible topic general. This course project case may demonstrate the wide range of possibilities there are available, even for companies that are not located in Silicon Valley, to use analytical knowledge to address a dedicated group of customers. I may refer to the approximate citation of Professor Sokol in the retail case (Week 13), just because we can collect and analyze data, does not necessarily mean that is a good thing to do so [ethically speaking]. II. Underlying Case Study This project analyzes possible models for the TV broadcaster Turner Broadcasting (TB), which runs, among others, CNN and cartoon network. Demographic data has long been seen as the generalpurpose data source for broadcasters and advertisement publishers to find a way to address their audience. Over the last few years, this changed to a far more granular level of targeting, due to much more available data. TB takes advantage of further reaching/additional data sources, that allow other ways to segment and target their audience on the one hand, as well as optimizing their portfolio in order to optimize spot placement and deal composition for their clients – in the course of this report, “client” refers to the company that advertises, while “customer” is the end customer, hence audience. This project focuses on the two main offerings TB provides: • TargetingNOW (TN): Based on the existing advertising deals and the original media mix, Turner aims at improving the ad spot placement in a way to not only serve the main customer segment, but also allow targeting a secondary (additional) segment. • AudienceNOW (AN): AN consists of several parts, it visually presents historic insights (not part of this project), but further provides a granular audience estimation (predictive) for every segment as well as the optimal deal composition and spot placement (prescriptive) for their clients [Show More]

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