The question
Media companies collect huge amounts of data about viewing, quality and subscribers, but use it in very different ways. Where should a new analytics product play, which buyers should it target first, and who would it compete with?
Buyers and personas
- Segmentation into premium rights holders, super aggregators and lower-tier providers.
- A maturity model with five levels, from no real analytics to advanced, centralised data, plus matching maturity curves for analytics and for data management.
- Personas by role and maturity: non-technical executive, technical executive, TV product manager and technical or data architect, each with their decision drivers.
- Quotes from buyer interviews at each maturity level.
Competitor landscape
- A taxonomy of more than 100 vendors across video analytics, commercial analytics, connected-TV advertising technology and data management.
- How the market is structured: committed specialists, product against custom builds, and the shift from usage data to user data.
- Which vendors are deployed by buyers at each maturity level, and where the client could enter.
Recommendation
Two positioning options, each with a recommended entry point, model competitors and risks: become a "single source of truth" data platform, or become an application specialist in marketing analytics for operators and streaming services.
What I did
I conducted research interviews, worked on the analysis and data, and put together the slides and deliverables.
What it shows
- Building personas and a maturity model from interview evidence.
- Making sense of a fragmented, fast-moving vendor landscape.
- Turning research into clear positioning choices.
The client is described anonymously and no confidential figures are shown.