Implementing the ITV Broadcast Data Warehouse James Crossland ITV Broadcasting - Technology Architect

The ITV Family TV that celebrates life TV to talk about Great stories, beautifully toldGrown-up entertainment Addictive entertainment

ITV plc Introduction ITV plc formed 2004 Broadcasting Television production Cinema screen advertising Consumer ITV celebrated 50 year birthday in 2005

Broadcasting Feet

Pre Merger ITV NWC Schedule Planning & Programme Commissioning Carlton plc Airtime Sales Granada plc Airtime Sales Viewers Advertisers AgenciesConsumers

Pre Merger

Disparate unconnected process and systems Poor quality, unreliable and duplicated data with no single version of the truth Impeded decision making process

ITV Consumer Post Merger Commercial Consumer insight Demand map Channels Targeted channels and platforms ViewersAdvertisersAgencies Production/indies Programmes Consumers

Original BI Drivers Provide an effective platform for business decisions Enable ITV to achieve its strategic objectives Ensure regulatory compliance aligned to Contract Rights Renewal (CRR) Provide ROI and KPI Reporting to improve Business Performance

Approach Initiation Technology & Partner Architecture & Requirements Build & Deploy Governance

BARB / ATR Reference Data Broadcast Scheduling Systems Airtime Sales Systems SOCI/CRR Logical Architecture Viewings Spots ITV Data – Genres, Channels, etc Programme Schedule Programme Costs Promotions Revenue/Ad sales Broadcast Data Warehouse Programme ROI Channel Share Promotion Effectiveness Platform Analysis Viewer Behaviour Analysis Competitor Programme Analysis

Audience Viewing Data Programme Schedules (Informix) Programme Costs (Oracle) Sales Revenue (Ingres) Staging Area Operational Data Store Dimensional Models in RDBMS Internal & External Data Sources Application Architecture Microsoft SQL Server Data Warehouse ViewersCostsSales Programmes ProClarity Analytics MS Reporting Services Custom Apps UDM Sharepoint Portal Server Applications Other Data (MS-SQL) Programme Return On Investment Viewer Profile Segmentatio n Cross Platform Analysis Schedule Modelling Competitor Programme Analysis Channel Performance Analysis

A Snapshot of the Application

Key Benefits Enable ITV to achieve its strategic objectives Ensure regulatory compliance aligned to Contract Rights Renewal (CRR) Provide ROI and KPI Reporting to improve Business Performance Provide an effective platform for business decisions

Quantifying Benefits - Example Scenario based schedule planning –Predictive Schedule ROI and KPI –Break Pattern Optimisation –Reduction in effort to analyse costs for the purpose of commissioning and scheduling decisions –Process reduced from weeks to days

Existing & Future Plans Develop our BI competency and widen the use of the platform Enhance existing and develop new models Incorporate additional business areas Predictive Modelling

Lessons Learnt Business engagement Data quality Delivery focus Commitment Partnerships

Partners Information Management Group Microsoft ProClarity

Implementing the ITV Broadcast Data Warehouse James Crossland ITV Broadcasting - Technology Architect