By: Eric Siegel, Founder, Predictive Analytics World

In anticipation of his upcoming conference presentation, TV Audience Targeting through Bob_BressPredictive Analytics at Predictive Analytics World San Francisco, March 29-April 2, 2015, we asked Bob Bress, Sr. Director, Product Management & Analytics at Visible World, a few questions about his work in predictive analytics.

Q: In your work with predictive analytics, what behavior do your models predict?

A:  We are in the business of making television advertising inventory more valuable with applications that support the intelligent buying/selling and allocation of advertisements using advanced data and algorithms.  In doing so, we have a heavy focus on using predictive models for forecasting TV viewership patterns for specific targeted audiences.     

Q:  How does predictive analytics deliver value at your organization? What is one specific way in which it actively drives decisions?

A:  We have incorporated predictive analytics algorithms in many the of our products to support decisions around maximizing advertising revenue, allocating media across a schedule, and in the automation of generating proposed media plans.

Q:  Can you describe a successful result, such as the predictive lift of your model or the ROI of an analytics initiative?

A:  A recent change in a TV viewership predictive model to incorporate overall trends in households watching television resulted in an 8% improvement in overall viewership forecast accuracy.

Q:  What surprising discovery have you unearthed in your data?

A:   When placing media across broad timeframes, there is some predictability to when the inventory owner will place the ads which can help in predicting overall TV viewership of advertisements.

Q:  Sneak preview: Please tell us a take-away that you will provide during your talk at Predictive Analytics World.

A:  We can make significant improvements in how efficiently media campaigns are run on TV by improving forecasting capabilities and reacting dynamically to forecast errors.

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Don't miss Bob Bress’ presentation, TV Audience Targeting through Predictive Analytics, at Predictive Analytics World San Francisco, on Wednesday, April 1, 2015 from 11:15 am to 12:00 pm.  Click here to register for attendance.

By: Eric Siegel, Founder, Predictive Analytics World

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