Analytics Strategy. the Growing Diversification of the TV Market Is Making Performance Analysis Increasingly Complex
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Business Intelligence Magazine 1/2017 Analytics Strategy. The growing diversification of the TV market is making performance analysis increasingly complex. For this reason, a BI application is being created that provides the employees of ProSiebenSat.1 with the best possible support in their work. Stefanie Fröhner-Goodwin, Andreas Mörtl, and Arne-Krisian-Schulz ProSiebenSat.1 Media SE (P7S1) is one of the largest At eight o’clock in the morning, there is only one independent media companies in Europe. The topic at P7S1’s Group headquarters in Unterföhring: Group reacts quickly to significant changes in the which programs had the highest reach yesterday? The growing diversification of the TV market is making performance analysis increasingly market and adapts its business model accordingly. Were broadcasts from a certain channel in the top complex. For this reason a BI application is being created that provides the employees of For example, the company’s newer channels, such ten? Which channel had the largest market share ProSiebenSat.1 with the best possible support in their work. as sixx or ProSieben MAXX, appeal to very specific yesterday? audiences, thus enabling advertisers to reach their The answers can be found in the morning release of target clientele more efectively. the performance values of all TV channels from the Stefanie Fröhner-Goodwin, Andreas Mörtl and Arne-Krisian-Schulz For employees this means more challenging work in Gesellschaft für Konsumforschung (GfK), which analyzing and interpreting key performance provides information on all broadcasts and indicators (KPIs) in an increasingly fragmented and advertising blocks of all market participants from competitive market environment. These KPIs make a the day before, all from a single source. significant contribution to successful TV Every second counts for urgent decisions – after all, programming content or the sales of advertising competitors can also access this data at the same blocks. Employees have to have access to easily time. understandable information on essential Of particular importance are the numbers achieved performance indicators. in the reach of channels and the market share in strategically significant time slots such as prime Data for All. time (8 to 11 p.m.) or access prime time (5 to 8 To replace an old, inflexible system, mediaFACTS – p.m.). a modern information tool – has been created for The wide range of channels such as sixx, ProSieben more than 1,000 users in 11 diferent departments. MAXX, Sat.1 Gold and kabel eins Doku allows the It is intended to meet the very diverse demands of media company to also specifically address the analyzing critical performance indicators and to relevant target audience and strategically sell the quickly and reliably provide the necessary reports. advertising. dkfk dfdf The large reach also serves as investment currency interpret the content as well as spot important and draws the attention of millions in the audience developments and patterns quickly and easily. to the products of the Group’s shareholdings. This For example, in addition to the typical IBCS color is how, for example, advertisements for the digital notation for scenarios, a semantic color code was ofering and majority interests of the subsidiary developed for recurring elements such as time 7Commerce reach specific target groups within the slots. As a result, the night hours of the TV massive audience of the TV channels. programming can be identified easily by a darker The subsidiary Seven Ventures GmbH is involved in color strip. a media-for-equity- or media-for-revenue-share The design always follows the same rules of model with promising companies, by exchanging notation and enables dialogue across departments media services, such as advertising and exclusive and hierarchies on the achieved successes, without features, for shares instead of money. misunderstandings or costly misinterpretations. The analysis of the reach and market shares is an But visual presentation alone is not enough; users elementary part of the operational and strategic must also be able to quickly find the right reports work with regard to the target audience profiles and for their analytical tasks and use them correctly. A afnities and thus in the entire value chain – from high level of report accessibility can only be creation of the format through programming to the achieved through good user guidance. marketing of advertising blocks. In this regard, it helps to realize that all users have one thing in common: thanks to smartphones and Diverse Users. tablets, we are all accustomed to an intuitive user For example, employees in the sales ofces guidance; getting our information from the Internet negotiate the cost per mille with advertisers and the is a given; and we expect the same high level of appropriate placement of advertising in certain time usability from our BI applications in the ofce that slots, while the editors focus on the success of we are used to at home. individual formats over time. Numerous studies have shown that out-of-date Employees in program planning, in contrast, are user guidance and inflexible design of user responsible for compiling interesting TV interfaces with regard to the variety of devices are programming that is diverse and exciting with a common cause of frustration and rejection. high reach and low zapping rates compared to the But a relatively low level of user acceptance means competition. that previous systems cannot be switched of The system is used by employees from departments because users are unwilling to switch to the new involved with numbers and analytics, such as system. There is also a risk that employees are controlling and business intelligence, as well as the unaware of important information because they editorial and marketing departments. aren’t comfortable using the new system. Each user utilizes the system from their own For this reason, from the very start of the perspective to find answers to their questions and development of mediaFACTS, emphasis was placed contribute to the company’s success with their on an appealing and modern user interface that work. As such, each user has their own demands on supports intuitive user guidance and makes the the dimensioning and visual presentation of the complex reporting landscape easily accessible to all data; the more than 20 diferent reports available in users. At the same time, all reports are responsive – mediaFACTS, some with up to three drill levels, are which means they work on laptops as well as on an expression of these diverse analysis tablets and smartphones. Since all of the more than requirements. 20 mediaFACTS reports and all of their drill levels are accessible to all users, these users need to be Visual Presentation. able to access the required analyses with just a few To provide easy access to every user, the reports clicks. For this reason, reports were grouped need to present the information in a high-quality thematically and arranged in „report families“ by manner. According to the International Business usage context. Communication Standards (IBCS), the quality of a The individual report families - which allow, for report is determined by two key criteria: the quality example, the analysis of target groups, time slots, of the content and its efcient visual presentation to or individual programs - are structured logically allow the conveyed message to be comprehended and follow a meaningful storyline. The Pyramid as quickly as possible. Principle by Barbara Minto was the driving force To be able to meet both criteria, users from behind the structure. As a result, from a diferent departments participated in creative comprehensive dfdf workshops that allowed them to be actively involved in the designing of the content as well as the visual conceptualization of the reports. The visual design Profile: ProSiebenSat.1 Media SE was based on the IBCS Standards for all reports, Headquarters: Unterföhring, Germany regardless of the number of levels. Branch: Media The consistent application of IBCS Standards in the Revenue: 3.8 billion Euro presentation of data within mediaFACTS ensures Profit (EBITDA): 1.02 billion Euro that the complex content displayed is focused on BI solution: blueforte und mip the essentials. After all, users should be able to (Management Informationspartner) dsfsdfsdf dashboard that summarizes the most important Adapt Trends. developments users are guided to detailed analyses. Since the actions and analyses of P7S1 employees Each report also ofers the option of jumping to influence the reach of the broadcasts - thus the other logically related analyses. Users can always future of the channel as well as the holdings of the find their way around, as they always have global as media company - the expectations regarding well as report-specific control functions in the same mediaFACTS are high. In the context of the place. increasingly competitive environment, the All buttons are based on easily understood icons application plays an important role in performance that users are already familiar with from apps and measurement and the strategic and operative the Web. They are associated with certain functions management of the Group. such as “Sharing” or “Calendar” – mediaFACTS puts In the design process, emphasis was placed on the the high recognition value for the user to good use. people who will work with the system: they were The global navigation at the top of the screen included early in the design process and, through shows users where they are in the system using usability tests, they provided feedback on the status “bread crumbs” (bread crumb navigation) and of development and on usability. always allows them to go back or jump to the The solution is therefore extremely user friendly for landing page. a BI application. The look and feel of the user The landing page is the entry point to the reports interface resembles a website more than a business for all users.