SAN JUAN, Puerto Rico—With the Turner Data Cloud becoming the central depository for a multitude of consumer touch points, creating dynamic content experiences is on the horizon. But first comes standardization across a plethora of apps and websites, according to Jesse Redniss.
“As a fan experience company, it’s really coming to its own now the EVP of Data Strategy & Product Innovation says in this interview at Beet Retreat 2018.
So how does a company with such vast resources seamlessly connect platforms and experiences? “That’s basically the crux of my job is to figure out across all the different divisions how are we gathering all the insights and all the data points,” says Redniss. “How do you set a standard across every app that we have at Turner, and there’s a lot of them.”
Much hinges on instrumentation of different tracking methodologies. “If CNN sets up their data instrumentation one way to measure video or measure a touch or a click and TBS or sports does it a completely different way, you can’t bring those two things together and reconcile.”
Turner’s salespeople, researchers and product teams can mine the Turner Data Cloud for core insights. “We’re getting to a point where we’re going to start using all those insights to create dynamic content experiences where what my actual experience is on CNN’s home page could be completely different then another’s. Not just from the content you’re seeing but also it could be the framework in which the actual platform or CNN site is then kind of materialized for the consumer,” Redniss says.
Given complications like the GDPR in Europe and CCPA in California, dealing with different data sets is “really challenging and interesting.” It pays to take a pro-consumer approach, according to Redniss.
“The way we think about it is when you are building a world based on consumers at the center and it’s all about fandom, you absolutely have to respect that relationship with the fans and the consumers at the center.”
Thanks to digital technology, more consumer engagement means more data to seed more product offerings.
“That to me is really exciting because that means you’re actually winning at the game of trying to scale something. Data is a massive asset for us now. When you can actually get positive consent to build something off of or provide something to consumers using what they’re provided to us, that’s a win-win for everybody,” Redniss says.
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.
