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01-Sep-2017 07:04

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Building capability is about embracing and incorporating data and analytics in the BBC’s marketing approach, as well as better supporting production.

One example is BBC’s data science project, content genome, where it’s using data combined with machine learning and predictive analytics to understand by region what audiences are looking for in content and how that leads to audience demand by region.

“In the very early stages, we worked with Parrot Analytics on utilising view data to get a better sense of measurement around global content demand across multiple platforms.“That’s about how we develop much more insightful and resonating themes in our offerings,” Lee-Joe says.“What’s coming out of that is how we look at emotional responses to our content.It also scoops up more than 1.5 billion video views annually.