Research analyzes and disseminates TV ratings, digital/social as well as consumer insights (information about consumer trends, attitudes and behaviors) to multiple teams throughout the company, including Programming, Production & Development, Marketing and Press departments. These teams use focus groups, surveys and other tools to provide qualitative and quantitative support in order to develop an understanding of each network's target audience. Areas of research include, but are not limited to, Programming, Ratings, Digital, and Consumer Insights.
Data Science is responsible for all data science and analytic products that serve Viacom with the goal of placing the networks on the leading edge of advanced analytics in the entertainment industry. Through access to linear and digital data, these teams identify, develop and implement appropriate statistical and data mining analysis to address business challenges across the organization, as well as provide actionable insights with a clear impact on return on investment (ROI).
Data Strategy aids various internal clients in making data-driven strategic decisions. This involves evaluating the effectiveness of previous branded campaigns and learning from the actions Viacom and our competitors have done in the past to craft better campaigns. These teams also help facilitate the acquisition of new data sources with various vendors and streamline data workflow across departments to elevate the utility of data. They use data at a campaign-level, audience-level and post-level to determine data-driven insights for future engagements.