The Set Top Box Data arena currently includes many data originators, processors and end users each using and examining the data in different ways. The hope of the industry is that these data analyses can eventually lead to some level of standardization and possible currency.
Other steps include interesting comparison analyses with other currencies. Mike Pardee, SVP Research at Scripps, has been deeply involved in examining STB data. He has graciously allowed the posting of one of his department's presentations here. This presentation is called "A Mingle Source Look At Set Top Box Data."
Every time I ask today’s research leaders how they decided on research as a career, I am struck by the range of approaches. But none has been as fascinating as Mike Pardee, SVP Research for Scripps Networks Interactive. His research moment started on tramp freighter headed to Sri Lanka. While there, Mike’s interest in anthropology was formed and now he is one of the leading thinkers in the research community today. His current responsibilities span all areas of research.
The four videos in this interview that follow below, cover the following topics:
Subject Length (in minutes) Background, Engagement, ROI (5:25) Set Top Box Data, 360 Measurement (3:28) Past & Future (3:28) Economy, Online, Conclusion (5:23)
Charlene Weisler interviews Mike Pardee on his background, how he decided upon research as a career and the measurement of engagement:
Mike Pardee talks about his work on set top box data and its potential for future measurement:
Charlene Weisler interviews Mike Pardee who talks about past changes and some of his predictions for the future:
Charlene Weisler interviews Mike Pardee who discusses the Economy and other elements impacting media:
