Data Poetry: “And How Should I Begin?”

I just completed two full weeks of industry conferences starting with Tablet Revolution on June 6 followed by Mitch Oscar’s MPG Collaborative Alliance, Video, Mobile and Social Media OMMAs, the ARF and ending with the CTAM Insights on June 17. In each meeting, the focus and future of the media landscape was discussed, each from a slightly different perspective and projecting often wildly divergent results.

Some of the takeaways from Internet Week were that Facebook could emerge as the imminent measurement currency, that consumers were ready for the ASQ ad model (where they choose to view the ads they want), that “demographics” are not necessarily age and gender to the agencies and that standard ad lengths are going the way of the dodo bird. In week two first at the ARF and then at CTAM, the focus was on Cross Platform measurement, the relatively small penetration (and impact) of the Tablet and a slow but perceptible evolution into “Tradiginal” Media – where old and young media blend and transform the landscape. It was not the revolution of the previous week but more of an evolution.

Any yet, despite the degree to which one media platform was touted over another, the consensus over the fortnight was that the future belonged to the creative, the nimble and the data innovators. At CTAM, Rishad Tobaccowala of VivaKi spoke of Data Poetry where data becomes more and more important but the sheer amount of it will require a deft and creative hand to make it useful and understandable. There is a difference between data information and insight. “Data data everywhere” he intoned just like the poetic Ancient Mariner.

So using the Data Poetry analogy, I ask as T.S. Elliott’s J. Alfred Pufrock did “And how should I begin?” In fact, I begin by asking a range of expert media researchers the same question – “Where will you focus your research efforts over the next two years?”

David Poltrak of CBS, said, “Our primary goal is focused on the belief that Every Viewer Counts. We want to have all of our viewers measured for all of their viewing on all devices in a manner that captures their full value to advertisers.”

Jack Wakshlag of Turner, said, “Our focus is on cross platform metrics and identifying opportunities for our strong brands on all platforms.”

Daniel Fischer of SolveItGroup, said, “My firm’s current focus is dual: understanding the tablet platform (mostly iPad) including supporting app developers; and applying cognitive neuroscience based techniques to the editing of short form video - show opens, promos, other audience flow transitions.”

Angelina Li of AHL Associates Inc said, “One of the biggest operator issues for marketers and researchers (and there has to be a dialogue between the two) is how to position the services offered. Why should people buy cable or high-speed data services from you? What are the features and benefits, such as programming, that resonate with customers and potential customers? How attractive are the benefits and features we offer and how do they compare with the competition and their focus? What is the market share situation? All these feed back to how we establish a sustainable and profitable business model going forward. In summary, we should look at matters that would affect market share and new issues to be faced as researchers and marketers.”

Todd Cunningham, MTV Networks said, “Measurement that goes beyond static, point-in-time HH-level reporting and focuses on individual’s real-time cross-screen content consumption.”

These responses underscore the myriad of opportunities and challenges for the research community in the short term. For a fuller picture of the range of opinions out there in the research community, here are two videos - one from the ARF and one from CTAM:


ARF 6.0 - June 13-14, 2011, New York City





CTAM Insights - June 15-17, 2011, Chicago




“Do we dare disturb the universe” (as T.S. Elliott asked) with innovative, ground breaking, data centric research that proves value to the viewer and ROI to the customer? I say yes.

Q&A Interview with Matt Warta - GutCheck

Matt Warta entered the media research field via an unusual route – from a stint in the venture capital world. From this unique perspective, he saw an opportunity with a new start up that focuses on one to one online polling. Matt is a partner in the new firm called GutCheck which promises a focus group sensibility to online research enabling clients to delve deeply into consumers motivations and opinions. In this interview, Matt talks about his background, gutcheckit, the world of venture capital, privacy issues with online polling and a look forward into the industry for the next few years.

The three videos that comprise Matt Warta’s full interview are as follows:

Subject                                         Length (in minutes)
Background and Social Media           (4:04)
gutcheckit.com                                  (7:19)
Predictions and Privacy                      (4:16)



Charlene Weisler interviews GutCheck co-founder and CEO Matt Warta who discusses his background and the world of venture capital in this 4:04 minute video:





Charlene Weisler talks to Matt Warta who discusses the GutCheck business model and how online focus groups are conducted in this 7:19 minute video:




Matt Warta, co-founder and CEO of GutCheck offers some predictions for the next few years as well as some insights on online privacy in this 4:16 minute video: