Cable and Big Data: A Match Made in Information Heaven
Consider cable and big data the “it” couple in information. When combined, the two are making sweet music together for cable providers. As big data is culled, categorized and analyzed by cable companies, the implications are clear: With a way to finally compete with Internet TV services and make advertising more consumer-specific, cable has a lot to thank big data for. Let’s see how cable companies are using data as a way to keep TV watchers hooked.
Thanks to big data, cable providers have access to a chunk of data that far surpasses customer age, household and subscription information. In fact, everything from auto registration to real estate holdings can be used to create a comprehensive customer profile. That profile can then be used to create the most personalized viewing experience possible, especially when it comes to advertising.
Cable and big data work together to take advertising off of the TV screen and deliver it via social networking and e-mail as well. A customer’s profile, developed from big data, can create the seamless transition from TV to second screen viewing, something that advertisers are currently clamoring for. While customers might not always appreciate quick-fire ads, advertisers love the ability to extend their reach.
The big story in TV has definitely been Internet TV services. Netflix, Hulu, Roku and other streaming services and devices have consumers dropping their cable contracts and moving toward something cheaper. But big data finally gives cable companies an edge over Internet TV providers. As cable companies learn more about their customers, they can create apps that allow users to watch their cable shows anywhere, helping to keep customers glued to their screens and their contracts.
What’s more, cable companies are analyzing user profiles to broker new deals. Time Warner Cable, one of the most big data-centric cable companies, recently inked a multi-year deal with Roku. Teaming up with tried-and-true Internet services that consumers love is a smart move to keep contract holders from cutting the cable.
Whether they’re leaving to use Internet TV services or simply using another cable company, cable customers are a fickle bunch. Cable and big data have worked together to help cable companies keep customers in their contracts. By offering personalized packages with favorite channels and shows, cable offers customers a personalized experience they won’t get from Netflix.
The same data can help cable companies choose promotional rates and perks to keep customers around. An Internet-loving millennial with three social media accounts? Maybe he’d like a three-month HBO promotion to catch up on Game of Thrones.
By using consumer data to drive marketing and subscription efforts, cable has been able to keep customers hooked while improving prices and attracting new advertisers. Equifax data management services help make sense of the huge datasets available to cable providers to create better, more complete customer profiles. Like media soul mates, cable and big data have created one of the most intelligent and perfect pairings imaginable.
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