How a Traditional Media Company Embraced Big Data

A session at Strata New York 2012

  • Vineet Tyagi
  • Franklin Rios

Wednesday 24th October, 2012

2:30pm to 3:10pm (EST)

Entravision Communications Corporation (NYSE: EVC), together with its subsidiaries, operates as a diversified Spanish-language media company. Utilizing a combination of television and radio operations, EVC reaches Hispanic consumers in the top 50 U.S. Hispanic markets.

As a traditional media company, revenue is derived from TV and radio advertisement. In 2011, EVC made the strategic decision to build a data analytics, modeling and insights division to expand the value of its traditional advertisement services. While most marketers are targeting Hispanics through traditional broad-stroke and stereotyped assumptions, EVC’s approach relies on empirical data to identify the most profitable Hispanic customers and target them regularly and more effectively.

EVC will co-present with its integration partner, Impetus, and provide insights on how a traditional media company implemented a big data and MapReduce operations from the ground up. A step-by-step playbook of EVC’s go-to-market strategy will be covered — from building an initial business case to EVC’s executive management and Board of Directors and onboarding the right team, vendor resources and integration partners, to launching its services and gaining new clients.

Attendees will walk away with deeper insight into the business, operational and technology factors driving the implementation of a big data services operations.

Key topics include:
* Building a business case for big data; determining factors that led to a go/no-go decision
* Establishing the right team to spearhead the division
* Technology and vendor partner selection
* Decisions to integrate outsourced partners in Mexico and Argentina
* Go-to-market strategy overview

Conclusion: EVC will review five lessons learned in the implementation of the data-driven services division. These lessons will provide a succinct look at how EVC overcame obstacles in the deployment of the program, and highlight key aspects of the “how” in rolling out the program.

About the speakers

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Vineet Tyagi

Head Innovation Labs & Associate VP of Technology, Impetus Technologies

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Franklin Rios

President, Luminar

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Oscar E. Padilla

Interactive strategist/marketer. Been in this business for over 15 years. Currently head up the digital strategy group at Vertis working with national brands. bio from Twitter

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Time 2:30pm3:10pm EST

Date Wed 24th October 2012

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