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.


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