At CES 2017 in Las Vegas, ThinkAnalytics is previewing ThinkMarketing, a suite of marketing-oriented dashboards and consoles that are integrated with the company's search and recommendations and big data analytics platforms.
ThinkMarketing is intended to give pay TV and OTT operators a unified view of the performance of campaigns and key performance indicators (KPIs) and an integrated platform from which to manage recommendations, analytics and editorial programs.
The product is designed to let marketing teams drive search and recommendations using real-time results to make updates on the fly to viewer interaction and user interface (UI) across devices and platforms. Depending on the impact of A/B tests and scenarios, users can drag and drop assets to fine-tune the mix of promotions and recommendations, the level of personalization and the viewers' UI.
"With many video service providers still running their editorial campaigns using Excel spreadsheets, we see a huge opportunity for businesses to benefit from an integrated platform that provides a 360-degree view of how campaigns impact viewer behaviour and makes it easy for editorial teams to act on that insight," said Peter Docherty, founder and CTO of ThinkAnalytics. "Technology has neglected the creative input of video and TV editorial teams for too long. We are now bringing the power of analytics into the marketing department."
ThinkMarketing includes:
- ThinkEditorial - The campaign management system has an interface that lets editorial and marketing teams create, modify, manage and publish editorial/curated carousels, campaigns and lists via search and drag and drop. If the reaction to the latest James Bond promotion falls flat, for example, it can be replaced with the latest Disney movie. It also includes features such as optional blackout periods, descriptions and rules based on a number of conditions that can be combined - such as time zones, language, age, time of day - targeting specific customer segments. With traffic-light color coding, editors can see at a glance the status of assets and active, expired and pending campaigns.
- ThinkConsole - The dashboard lets users modify the viewers' UI, based on the results of A/B testing or other new viewer interactions without needing to enlist the help of the IT team and without making changes to other systems. The range of techniques and UI use cases that are available in the ThinkAnalytics platform - including editorial promotions, popular movies, personalization - can be created, modified, moved around and managed from a central dashboard.