My colleagues on the Viacom Data Strategy team recently added intelligence to another link within the integrated marketing campaign chain – data-driven campaign design. We’re blending first party behavioral, attitudinal, and social data to create the best content campaigns for our advertisers. Learn more about the Viacom Viewprint here:
A little slow jam whipped up over Thanksgiving weekend, 2015.
A good write up in Variety that answers the often asked question — “what is it you DO for a living?”
Over the past few years, a phalanx of data scientists from Microsoft and other technology havens have been lured to Viacom, where they are busily calculating ways to help marketers place their commercials with more precision.
A good day in the office.
- .5 billion social engagements
- ~50 million tweets (250k re. Kanye for president!)
- ~25 million video streams
Viacom content resonates across all measurable platform — and then some.
thaw + seeds + sun /// heat + fat + salt
A few years ago, as I entered my second lifetime at Viacom, I suggested to my management that we start up an internal ‘exchange program’ for Viacom Product Managers. We selected four star performers from different parts of the organization – ex. a product manager from our central video player team, a UX lead from the Comedy Central brand product team – and asked them to switch locations and responsibilities for three months.
The goals were multifold but can be summarized as an attempt to ‘stir-the-pot’. By stepping into the role tangential but different from your day-job we found that product developers contributed both to their home and away teams. Central teams received first hand feedback from their brand customers. Brand teams received a better understanding of the long term requirements and goals that shape central platform “software” requirements. In both cases, employees shared and learned different styles of getting similar jobs done.
The exchange program is not without challenges. In many cases, exchanged product managers had to do both their new job AND their old job, since it was impossible to fully on- and off-board their home-team responsibilities. There was also management overhead added to busy teams with the burn of losing those employees at three months – just after they ramped up to speed.
That said, I believe the benefits of this program greatly outweigh the required extra effort. Product Management is often called out as a study in empathy. By switching seats and teams, our best performers not only cross-pollinated some of our best ideas, but got a first hand feel for the requirements of their sister teams.
Business first, user first, design first… There is a lot of great conversation in our industry about the best approach to building products. I love the healthy debate.
The folks over at motiv have decided to quantify the value of design-centric organizations and compare the yields vs the S&P. No surprise, design driven orgs win out.
We’ve worked long and hard here at Viacom to implement best-of-breed social tools on our premium websites. Our partnership with MTV.com seems to be paying off!
For this effort, we incremented our core social tool kit to be mobile-first and we partnered with the MTV.com brand product, design and editorial team to add features to meet the needs of the rabid MTV News audience. Feature iterations included pinned comments, editor’s picks, community picks (based on votes) and sentiment tags – the last feature working especially well on mobile touch devices.
More details in this article: http://www.lukew.com/ff/entry.asp?1939
A super-slick gallery in Berlin.