Revenge, Confusion and Kumbayah at the TV of Tomorrow 2019 Conference

Between ATSC 3.0, Addressability, live programming such as news and sports and OTT, this year’s NYC TV of Tomorrow conference offered a great sense of anticipation regarding the future of media. From when I first attended the conference in 2012, the ecosystem has gone through a series of seismic changes, lurching forward in one area and contracting in another. Recall the first rumblings of Addressable? Now it is reaching critical mass. Remember 3D TV? Yeah, neither do I. This year, the prognosticators report the following:

Revenge of the Nerds

There is more data than ever which leads to much more complexity in how it is used. “There is a greater need for examining multiple data sources, rather than simply relying on one or two” stated Helen Katz, Senior Vice President and Director Global Analytics and Insights, Publicis. “Given the increased complexity in consumers’ media and purchase behavior over the past five years, buyers and sellers both need to look to more granular data to do their jobs effectively.”

To that end, Julian Zilberbrand Executive Vice President Audience Science, Viacom/CBS, got it right when he said, “If you don’t have your nerds, you’re dead.” Arming your company with the best talent in data science, research and analytics is a must to compete in this ever complex media ecosystem. I have been in the nerd sector of the industry for decades so this evolution in industry attitude is very welcome.

We Are All Confused

As frenetic and confusing as the change is for those who work in media, the world is equally so for the consumer. “There is consumer confusion about how to access content,” stated Julie DeTraglia, Head of Research, Hulu. “We went into homes and found that people don’t understand their own TV sets.” Natasha Hritzuk, Vice President Consumer Insights, WarnerMedia, added, “It is a challenge for consumers. People feel overwhelmed. They have to grapple with the device proliferation and the choice of content.”

Part of the confusion on the media side is the changing ways to do business. “The rules we grew up with are antiquated,” stated Peter Olsen, Executive Vice President Ad Sales, A+E Networks, “It was good when we started because TV didn’t have to sell itself,” but now there is more competition. And even current business rules are not as simple as we may think. Take, for example, calculating attribution. “When I view engaging content, I won’t switch to buy something. I will wait,” explained Radha Subramanyam, President and Chief Research and Analytics Officer, Viacom/CBS. “Half of TV impressions are not counted because they are time shifted. Tons of clients do attribution around live. But no one will stop in the middle of a great program to buy something, especially something expensive.”

A Media Kumbayah

For the first time in our history, there has been a partnering of not only frenemy companies who compete on the same side of the business but also those who compete across the negotiation table. Programmers, networks and content distributors are forming working open partnerships with agencies, brands and advertisers. This cross industry collaboration is a welcome advancement where agreed upon solutions can be facilitated and moved more quickly into market.

David Ernst, Vice President, Advanced TV and Digital Insights, A+E Networks, explained that, “We offer insights as to how well campaigns on our networks are driving results, driving KPIs, drive to the web or retail location. What is changing is the dynamic of media seller and buyer. Once at odds, we are now all in same boat. There is more collaboration with agencies.” Olsen is, “confident in the bigger picture that TV works and we need to get there fast. It will take a couple of years but when we put our heads together we find many solutions.”

Be Careful of Simple Solutions

To mitigate this confusion, there may be a temptation to enforce simple standardizable solutions. But this lack of nuance would be a mistake. Collecting all content into an app, for example, aggregates content from many properties which can be good but, recalling her past experience in CPG research, Hritzuk warned that, “We are on a point of inflection to become commoditized. I worry about commoditization of inventory.”

Bringing different datasets together can solve for the deficiencies in each. Tom Ziangus, Senior Vice President Research, AMC Networks, noted, “There is a level of granularity that we don’t have with Nielsen but a level of information on Individual viewers from Nielsen that we don’t have from big data,” he explained. However, bringing different datasets together is complicated. “We need to ‘de-babelize’ the dataset [into one common language],” noted Jonathan Steuer, Chief Research Officer, Omnicom, “Or we can’t have same buying and selling combinations.” For Andrew Ward, President, Ampersand, the industry should, “move away from panel survey-based to deterministic.”

Remember too that we are not always seeking the same solutions. “PlutoTV is free so we are not competing for money but competing for time. People feel overwhelmed and confused over places to watch things. For many, Pluto is easy, like turning the TV on. We are not trying to get dollars out of people’s pockets. We are competing differently,” explained Colleen Fahey-Rush, Executive Vice President, Chief Research Officer, Viacom.

For Katz, she believes the industry will eventually come together to create a common data platform that incorporates data from multiple sources. How soon that will happen remains to be seen. Stay tuned for TVOT 2020.

This article first appeared in www.MediaVillage.com

OpenAP 2.0 Optimizes Reach and Unifies Campaigns

Despite the shift in partners in the last few months, when Turner (WarnerMedia) opted out and NBCU opted in, OpenAP did not miss a beat.  At the recent Programmatic TV Summit, Denise Colella, Senior Vice President, Advanced Advertising Products and Strategy, NBCU; Amarachi Miller, Vice President Product Management and Data Science, Viacom, and Dan Callahan, Vice President, Audience and Automated Sales, Fox, talked about OpenAP, the marketplace and the future.

Standardization and Collaboration
There is a standardization challenge in the marketplace, noted Miller, where different segmentations and measurement parameters make it difficult to combine the performance of a contract across different companies.  OpenAP solves that.  "You have to have an apples-to-apples comparison for measurement and guarantees," he said, "and be able to create campaigns around a unified set of segments."

"We had a lot of clients who expressed an interest in getting involved in advanced advertising, but we didn't make it easy for them," Colella explained.  "They had to define a segment for each network group.  What was happening was that we were being relegated to only one company getting a portion of a budget or perhaps just a test budget.  So, we wanted to make it easier and take away both the pain and excuses for taking on advanced advertising because we knew we could offer the client something much better (through OpenAP)."

"The founding principles are standardization and collaboration," added Callahan.

OpenAP 2.0
OpenAP has gotten more fluid and connective since its launch.  Initially defined as standardized segments and posting, it has moved to a point where, as Miller explained.  "Everyone can grade off the same starting point and move to a unified campaign," he said.  "So, you can submit a budget to all three of the publishers based on that same segment, have each of them return to you a plan based on that and basically automate the negotiation process," creating a unified post that includes a look at unduplicated reach.

Next steps have also included a "look at workflow tools," Colella noted.  "In addition to being able to standardize the audiences and post them to the publishers, we have unified the workflow tools so campaigns can look the same no matter who you are dealing with, as well as the posting."  OpenAP 2.0 now includes a digital marketplace, "so you can do a digital buy that reaches across the publishers in OpenAP" on the dot coms, she added.

When Frenemies Compete
But how does the apportionment of a budget work when you have three competing companies working together?  On the front end of the campaign, agencies and buyers start by assigning a budget to each of the networks based on the desired segment provided on an automated RFP. "You would then receive a plan based on the aggregated view of the entire plan submitted and then decide whether you want to accept or continue negotiating," Miller revealed.  Once all negotiated, a complete plan with unified reach would be confirmed.

"The way we compete is that we each have our own optimization system once the audience is determined," Colella explained.  "Think of it as determining your audience once and it pushes it out in each system; in our case, our AdSmart system, which sends our results back to the amalgamated OpenAP."

"We are all responsible for our own pieces," added Callahan.  "Our goal is for OpenAP to become a trusted marketplace."

Since joining the OpenAP team in late November, NBCU has garnered "a handful of clients," according to Colella, using Nielsen and comScore data for optimization.  But overall, NBCU "has over 400 clients take advantage of advanced advertising."

For Miller, "there is a huge amount of momentum in advanced advertising" in this Upfront, and "OpenAP makes it easier to transact."

Callahan is finding that "it is a part of every conversation."  So, with the help of OpenAP to smooth out the advanced advertising buying process, plus all of the great content at NBCU, Viacom and Fox, the future is bright for OpenAP 2.0 and beyond.

This article first appeared in www.MediaVillage.com

OpenAP CEO David Levy Is Engaging Consumers with Compelling Advertising

David Levy has always been on a mission to "be more efficient with consumers' time and attention."  Throughout his career, he has focused on "what components of attention really matter."  His past contributions to the knowledge base of attention measurement are perfectly matched to maximizing the value of ad-supported television as part of his new role as the new Chief Executive Officer of OpenAP.

A Focus on Viewer Engagement
At his previous company, TrueX, which he co-founded and later sold to Fox, the challenge at the time was that "with the advent of digital advertising, we were in an unfortunate cycle of just putting more and more messaging in front of consumers and not actually getting quality attention because people were finding ways of avoiding the advertising," he recalled.  As a result, advertising effectiveness declined, as did the pricing, and "the only way to make enough money was by adding more ads per page."  His solution, he said, was to focus on "the most premium form of attention," which was dubbed an "engagement ad."

Engagement ads are full-screen experiences where the consumer is incentivized to interact with the ad for at least 30 seconds.  "We did a lot of work on the science of attention and how to drive quality interaction while offering consumers a better user experience," Levy explained.  By focusing on viewer engagement of ads in a world of greater ad-free options, media companies could "present consumers with an experience that was comparable to ad-free but within an ad-supported model," he added.

A Changing Ad-Supported Television Market
At Fox, Levy took the same focus on engagement that he had at TrueX and "brought it to the business challenges at Fox," where he worked in a Chief Operating Officer role for Fox's ad business.  Challenges to the ad-supported television model abound, not least of which is, "on one side you have Netflix and Amazon subsidizing these ad-free experiences, which consumers enjoy," and almost compelling ad-supported television to reduce its ad time to compete and create better consumer experiences.  "On the other hand, you have Facebook and Google flooding the market with valueless impressions -- highly targetable but with low attention," he asserted.  It was important to prove that the quality of attention could impact ROI.

The focus at Fox, which later proved pivotal for his role at OpenAP was three-fold:

1. Reaching the right consumers by finding better data to target more relevant advertising to them.

2. Once the right consumer was identified, developing ad products that best delivered those messages to the individual, "depending on where they were and on which device, where they were in the funnel, who they were."

3. Developing measurement that not only measured the quality of the attention but also optimized the experiences down the funnel.

A Move to OpenAP
"If you really want to evoke change, doing something in silos is not conducive to success," Levy said.  "The only way you are going to transform the industry is doing it together.  So, when we were approached by Viacom and [WarnerMedia] to form OpenAP, the premise was closely aligned with our vision to find better ways to get more efficient with consumers' time and attention."

Levy "fell in love with the vision" and "the people around the table" from those competing companies.  The purchase of Fox by Disney enabled him to make the move to OpenAP and "get back to [his] entrepreneurial roots" while still "staying connected to some of the exciting business challenges with people [he had] been working with for so long."

Next Steps for OpenAP
"The best way to scale any new ad product or any new investment in bettering the advertising ecosystem is if we all do it together," Levy said. To that end, he is seeking "adoption from everybody" to enable scale for any new marketplace developments.  OpenAP will be in a position to "evaluate new ad products in data-driven linear and optimized linear addressable to unify around the way we buy advanced ad products."

Going forward, Levy sees OpenAP moving from phase one -- which focused on unifying audience data on linear by individual company -- to phase two -- which standardizes segments across all OpenAP members.  Phase two, just recently announced, will go from unified audiences to unified campaigns, so that, for example, auto intenders for Viacom will have the same behavioral composition as auto intenders for Fox.  "We are introducing a tool for OpenAP with which advertisers can come in, define the audience segment that they want -- it will be standard across everybody -- put in campaign requirements and get back a unified campaign proposal across all of the member publishers," he explained.

OpenAP is also launching a digital marketplace that goes further.  "You can define your audience segments and not just get back a unified proposal, but also optimize across all of the publishers for reach and audience segment," Levy said.  Beyond that, he is thinking about how to accelerate the mission.  "There are so many opportunities with a unified approach -- with ad products, with measurement and with one of the biggest opportunities; building out a much more sophisticated data infrastructure that can be leveraged across all of the publishers," he noted.  "This will ultimately bring an automated marketplace that is cross-publisher, cross-device together."  But, he hastened to add, this effort will focus solely on premium inventory in the market: Long-form television ad-supported content resulting in less waste, more ROI and greater viewer engagement.

This article first appeared in www.MediaVillage.com

Championing Television Targeting Through the ATSG

Sometimes the best way to advance initiatives is to band together a group of frenemies and form a consortium. In the case of ATSG, (Advanced Target Standards Group), Discovery, ESPN, Fox, Turner and Viacom shared their expertise to accelerate the use of advanced targets in the buying and selling of TV advertising.

The group was formed in 2016 when data -driven linear deals were fairly new. At the time, “all the participants recognized that there was a need for standard approaches and consistency in defining and measuring advanced audiences,” explained Pete Doe, Chief Research Officer, clypd who also leads the ATSG. “Since then we’ve grown to include representation from more media owners, agencies and CIMM.”

Since their inception, the group has deliverables in the following areas –

• Guidelines to help buyers and sellers manage advanced audience deals and first party data.
• Calculation Principles ensuring consistent and transparent advanced audience definitions and calculations.
• Pre-defined Advanced Audience Definitions.
• Perspectives on data quality for advanced TV data sets and Attribution.

The need for such a group is evident when you compare linear TV to digital. “Linear inventory is finite while digital is effectively infinite, so that leads to very different demand and supply and monetization,” noted Doe. But another key difference is measurement where linear TV with its human-based panel is a counterpoint to digital which is device driven with inferences about humans being drawn from observed online activity and big data matching.

“Typically, the assumption is that a served digital ad is seen by one person, but with television, co-viewing is common. As OTT continues to grow, measurement needs to reflect that more than one person is watching the IP-delivered content on the big screen. The best of both worlds has to be a hybrid measurement of big data sources reflecting device activity, informed by representative panel measurements of people,” concluded Doe.

The next steps for ATSG are to expand their membership to include other parts of the media ecosystem while continuing to work on cross-platform target definition consistency and guidelines on the reliability of advanced audience campaign delivery.

This article first appeared in Cynopsis.

Kodi Foster Warns of Living in a Data Echo Chamber

Kodi Foster, SVP Data Strategy, Viacom, is watching the media ecosystem carefully and is seeing some trends that could spell disaster for media companies. His talk at the recent PSFK Conference was a lesson in caution. 

For one thing, he believes that we are marketing to the wrong targets. Further, we may be coming to the wrong conclusions on the data we are capturing because the data itself is skewed, collected in echo chambers of like voices. Tread carefully, he warns, lest you be led astray.

The Internet is Dead

Foster’s company, Viacom, is focused on understanding the current themes of technology and one theme is clear; “The internet is dead,” he began. “But what I really mean by that is that the worldwide web is dead. It is essentially cloud storage and social media. When you really think about it, how many times are you on a dot com nowadays? Maybe Google, but everything else you are doing is on an app.” Or, he added, messaging which is poised to be even bigger than apps in the next year or so. He also believes that surfing the web is “not a thing” anymore and will probably not come back. The overall direction of the internet is decidedly evolving, as with everything else.

Technology Moves Our Cheese

If Foster believes that the tech landscape is changing as people use apps and messaging rather than sites, that leads us down a dark marketing path. According to Foster, “We don’t market to people anymore. We are marketing to the devices that are between us and people. We game theory the algorithms of these technologies so we can get our marketing and content in front of a human being.” Because of this, marketers are actually not trying to understand the human beings. They are trying to understand the biases of these technologies. Foster explained, if you are in marketing, understanding the biases of these technologies has become your job. “Your job is NOT to understand human beings,” he stated. This is leading us down a dangerous analytical path where the data we create every day “is shit” and “when you put shit in you get shit out.”  

Losing Focus in the Echo Chambers of Data

So when you use this bad data to make predictions and craft insights, there is the risk that the outcomes will be wrong. “Machines are not trying to connect people, they are usually promoting something,” Foster added. Promotion is curated. “Who is deciding that curation?” he asked. It becomes a self-fulfilling prophesy within ecosystems because the algorithms are only putting up only certain things it wants you to see and when you click and engage on it, it reaffirms the algorithm, even if it is not something you wanted to see in the first place.

“Socially connected people tend to be similar,” he posited, so there is the danger of creating “an echo chamber.” When you are fed information and you agree with it, the algorithm will calculate to feed you more of the same. “It’s giving you what it thinks you want because that is the only stuff you are seeing,” he added. This creates a social contagion, especially when it involves false information. This is only starting to come to light but, even now, we may not be fully aware of the ramifications. The data we are gathering and using from this echo chamber may be biased and suspect.

Amplifying Bad Results

The advent and growth of fake news is especially troubling. “We assume, because of these finely structured networks, that everyone within our network believes the same thing that we believe. We assume that the belief is bigger across the world than it actually is and that more people share that belief because the only people we are around believe the same thing,” he warned. That is the danger of social echo chambers.

We may not be taking this war on reality as seriously as we need to, despite the discovery of the privacy transgressions of Facebook and Cambridge Analytica. The reliance of the harvested data, collected in stagnant social pools and analyzed without context is leading us down a dark societal path. How can you have an accurate reflection of peoples’ behaviors if the data is not accurate? “What happens to human civilizations when the connected tissue on reality becomes more and more fragmented? How do you create a predictive algorithm for anything when there are tens of thousands of different versions of reality? Whose reality are you predicting?” Foster noted.

Knowing that this is happening and seeing the ramifications leads us to a stark juncture point. Should we just keep calm and continue to play the same marketing game? I believe complacency at this time would be a grave mistake. If we are being led astray now with human-created algorithms, wait until machine learning and artificial intelligence really ramp up in the next few years. Sleep tight, children.

This article first appeared in www.MediaVillage.com

Working Together to Find Solutions … While Remaining Competitive. The Advanced Advertising Summit

At last week’s Advanced Advertising Summit in New York, Dan Aversano shared his version of an “ah ha” moment: the key to success for OpenAP will be building scale, consistency and simplicity. The Senior Vice President of Ad Innovation and Programmatic Solutions for Turner Ignite was just one of the speakers reporting on how data can best be used in advanced television advertising at the B&C/Multichannel News conference.   

Panels focused on a range of data, measurement and industry initiatives that highlighted the frenetic and changing landscape for marketers and media, each with a common theme of making data-driven targeted advertising more effective. 

Cross corporation partnerships is a significant step forward. In addition, the industry can benefit from monitoring data usage, creating industry standards and protocols and using data in an ethical manner. 

OpenAP – An Update

In talking about OpenAP, Aversano was joined by Noah Levine, Senior Vice President, Advertising Data and Technology Solutions, Fox and Gabe Bevilacqua, Senior Vice President, Product Management Advanced Advertising, Viacom. Aversano went on to say that media companies can work independently and reach their own, great solutions but they will all be different and difficult to merge. The ‘ah ha’ realization can take OpenAP from a custom solution to an industry standard.

“OpenAP focuses on linear TV,” added Levine, “and makes it easy to transact on the same ad across optimized linear.” It enables all types of advertisers, from short purchase cycle CPG to longer cycle Automotives, to better achieve their goals beyond adults 25-54. “We are bringing new types of advertisers to the table, which is critical to continued success of TV. Also, it allows us to improve the end user viewer experience. Long term goals include lowering the ad loads and offering different types of ad experiences,” he concluded.

The partnering of frenemy companies is both new and welcome. Bevilacqua noted, “We are extremely competitive and want to deliver the best results for our clients but we won't win by coming up with our own definitions. It doesn't scale this business for any of us. So we can agree and still have our lanes. There is a lot of land out there that is right spot for us to compete.” Currently OpenAp has 30 agencies on-boarded in time for this upfront.

Attribution

The best industry standard attribution model for media continues to be elusive, but there are many media experts focusing on the issue. Data+Math is a TV metrics company that focuses on TV attribution. John Hoctor, Co-founder and CEO, explained, “We take exposure data from Smart TVs and Set Top Boxes and connect exposure data anonymously to other datasets.” 

Adam Gaynor, Vice President, Advertising and Data Solutions Sales, AMC, found this data output useful, “Now we can help tie what brand is trying to do. And it adds extra elements of insights. TV works and now we are able to prove it.” But for Keith Kazerman, Group Senior Vice President, Client Solutions, Discovery, the question is, “How do we standardize measurement? Eighty percent of questions from clients are about how we can do better than yesterday. How can we measure outcomes?” Attribution is table stakes - not across categories, but by clients. “For example, financial clients demand attribution,” stated Kazerman.

The biggest untapped targets for this next TV Upfront are, according to Gaynor, measurement, technology and collaboration. “We need to work together as an industry to find solutions,” he added. For Kazerman, the target is “Standardization. Make it efficient.”

Optimism in the industry is high ... and focused on data and how it maps the consumer journey. “2018 is the year of audiences. And attribution is another tool that enables us to see what happens. It all gets us further down the funnel,” concluded Gaynor.

Conclusion

The core takeaway for me is that the media industry needs to exert both optimism and vigilance. “Optimism” that this continuous industry evolution is beneficial and creates opportunities to better serve consumers and improve the overall business model. “Vigilance” that the data we use is not only scientifically fact-based but also appropriate for the analysis and ethically obtained.

This article first appeared in www.MediaVillage.com

Change, Data and the Emotional Connection with Audiences. Insights From the ARF ConsumerxScience Conference

ARF conferences always offer fascinating insights into groundbreaking research, data and analytics. 

At this year’s ConsumerxScience conference, challenges such as fake news and Cambridge Analytica’s use of Facebook data was alluded to in the opening remarks. 

“Science, dispassionate, methodical, skeptical, collegial, evidence-based and theoretically-grounded, is core to our mission,” noted Scott McDonald, President and CEO, ARF. But, he added, “Facts are not the same as values. Values arise from the shared understanding of what we regard as right, ethical, decent or fair.”  In these data-centric times, we need a code of conduct applied towards any use of personal consumer data and the insights that the data reveals. 

Some of the takeaways from the conference include:

Stay Current. The Ad Ecosystem Is Changing in Unexpected Ways

A range of surprising results regarding the advertising business in general – from ad length to the future of agencies – are challenging accepted historical norms. McDonald listed the following:

·         Six second ads can work under some conditions.

·         > Don’t dismiss Outlier behavior. It offers as much valuable insights as the Average because of polarized and hyper-connected populations.

·         > Agencies face competition not just from consultancies, but also from media companies that bundle media research with the media buy (despite worries about grading their own homework).

·        > Ad view time may not be as good a measure of engagement. Research indicates that the relationship is not at all linear – and may not be a good proxy for ROI.

·        > There will be new assessments of the caliber and viability of return-path data and location data, but we are not sure whether those will be big headlines at this time.

Radio is Surprisingly Popular, Especially with Millennials

“Sound is exploding,” stated Michele Mandansky, EVP, Research, Insights and Analytics, iHeartMedia. In a recent study, Nielsen found that Radio has higher reach than TV or Smartphones, especially among 18-34s (92%, 79% and 91%, respectively). To further extend radio’s value to advertisers, iHeartMedia conducted a study on radio creative with Veritonic to predict how a radio spot will perform. The results suggest:

·         Jingles greatly increase the success of the spot and that brands that advertised with a jingle had a higher performance on purchase intent.

·         Clarity and focus on a specific product also increased purchase intent especially when the product was clearly mentioned with its attributes.

·         Conversely, when multiple products were mentioned in a spot, it diminished the ad impact.

·         Always emphasize your products and not your competitors.

·         Disclaimers can work well when they are handled well.

New Data Enables a More Nuanced Look at Creative

There were several companies that presented research on how to best craft creative for the greatest consumer response. Viacom, in conjunction with The Family Room analyzed intra-family dynamics in making consumer purchasing decisions. Theresa Pepe, VP Marketing and Partner Insights, Viacom, noted that teens are developing brand loyalty at a much younger age. “The family dynamic has changed,” she noted. To that end, they developed a set of passion points to map the level of emotional importance for specific brands and categories.

Messaging may tend towards Rational Drivers but it is the Emotional Drivers that create the connection to consumer purchase intent. For example, in the automotive category, Rational Drivers can include size, mileage, storage and cost. But the Emotional Drivers, as George Carey, Founder and CEO, The Family Room, explained, are, “The everyday care and love I have for my child, our time together as a family, protection, love and security.” When Emotional Drivers are included in the messaging, the connection is strengthened and the purchase intent increases.

Brand Mission and Purpose Impacts Consumer Loyalty

Emotional connection that enters into the altruistic is another way for advertisers to connect with their consumers. Sana Carlton, NE Group SVP, Kantar Millward Brown, noted that a brand’s purpose is vital to customer loyalty. “Strong emotional connections that customers have with brands are the irreplaceable, meaningful differentiator of brand choice,” she stated. General product differences like convenience or cost can be replicated. “It is the emotional reaction that stimulates the immediate unconscious desire for choice and the more thoughtful justification of brand choice that is truly unique for a brand and irreplaceable by competitors,” she concluded.

Conclusion

In the ever changing media research ecosystem, the more creative use of data can yield new and actionable insights that move the business forward. The secret to success, according to McDonald, is to “Get out of the comfort zone” by expanding beyond the usual software and multivariate statistics and employing data science techniques. Judging by this year’s ARF ConsumerxScience, the expansion into this new data territory is leading to fruitful insights and successful applications. 

This article first appeared in www.Cablefax.com