Blog

Introducing the 3 Phases of the Media Data Maturity Curve

11.01.2023 | Ray Gilmartin
 

In today’s dynamic media landscape, the proliferation of new platforms has fundamentally altered how content is distributed and consumed. While OTT platforms present new avenues for content delivery, it’s evident that the real game-changer is data.

It’s imperative for media organizations to embrace the shift toward data as quickly as possible. Our media ecosystem demands more than just exceptional content; it calls for a strategic approach to data so content can be successfully monetized. Those who master their data, extracting actionable insights and optimizing content strategies, are poised to thrive.

Join us as we delve into the new Media Data Maturity Curve and explore a new way to benchmark your organization’s data competency in this new era.

 

Overview of Each Phase

The Media Data Maturity Curve offers a comprehensive look at the progression from data management to data intelligence in the media industry. It outlines three distinct phases, each representing a level of sophistication in data handling and strategy:

  • Foundational management: At this initial phase, companies are navigating the challenges of content distribution across multiple channels. While they may engage with various streaming and/or traditional linear platforms, they often rely on manual processes and basic tools, lacking a systematic approach to measure content performance and optimize revenue streams.
  • Strategic utilization: Progressing to this next phase signifies a more refined approach to data management. Here, the organization employs systematic processes, actively manages complex data, and starts making data-driven decisions. Enhanced cross-departmental coordination comes into play, and basic data models guide content creation and distribution strategies.
  • Insight-driven optimization: Achieving this highest phase of media data maturity signifies a mastery of data-driven decision-making. The organization is equipped with sophisticated cloud-based tools, allowing them to model scenarios and predict outcomes. At this phase companies employ strategies to minimize risk, capitalize on market opportunities, and achieve outcomes that create business value.

With these phases in mind, the path from foundational to insight-driven data maturity becomes evident. Next, we’ll dissect the skills and technologies that define each phase, giving you a roadmap to elevate your organization.

 

The Evolution of Skills

The Media Data Maturity Curve underscores a transformative journey from foundational data management to the pinnacle of data optimization.

Phase 1, Foundational Media Data Management, sees content dispersed across third-party platforms, ranging from streaming to traditional linear channels. Companies at this phase heavily rely on manual processes for revenue and data management. Data analysis is largely limited, often relying on a small selection of non-standardized, distributor-level metrics.

Transitioning to phase 2, strategic utilization, organizations evolve their processes to manage and optimize revenue across a multitude of platforms. Specialized software tools come into play, but more advanced processes, such as data normalization, may still rely on manual workflows. What truly marks this phase is the central role data begins to play in decision-making, influencing both content creation/acquisition and distribution. This phase sees heightened collaboration between departments, with shared data and cohesive decision-making optimizing processes.

Reaching phase 3, insight-driven optimization, is a turning point in leveraging data for decision-making. Content strategies become more comprehensive, ensuring optimal revenue performance across various platforms. A hallmark of this phase is accurate forecasting. Companies can simulate various scenarios and pursue the best course of action based on projected outcomes. With a proactive approach, organizations are positioned to maintain a competitive edge.

 

The Evolution of Technologies

The Media Data Maturity Curve also details the evolution of technology used to extract value from raw data sets.

Within phase 1, foundational management, companies mostly utilize spreadsheets and basic reporting systems. These are essential for initial data compilation and simple analysis but are not adept at accommodating extensive data sets or delivering instantaneous insights.

Transitioning into phase 2, strategic utilization, the technological environment shifts towards more specialized tools and systems. The emphasis is on automating routine tasks, integrating various data repositories, and fostering more efficient, interconnected workflows. Specialized software aids in streamlining data processing and elevates revenue optimization strategies.

Once companies reach phase 3, insight-driven optimization, technology serves a transformative purpose. Future-proof platforms, such as scalable cloud-based software and enterprise data warehousing, provide historic, real-time, and predictive analytics. Integration with other systems becomes paramount, ensuring fluid communication between systems and enabling swift, data-grounded decisions. With effective technology at their disposal, organizations can unlock unparalleled insight, transforming challenges into opportunities.

 

Where Are You?

Have you paused to reflect on where your company stands on the Media Data Maturity Curve? The journey from foundational practices to advanced optimization is continuous, and the key is recognizing both your current phase of maturity and the steps required to advance. Are you still navigating the complexities of multi-channel content distribution, relying heavily on manual data imports? Or have you started to witness the transformative power of data in decision-making and optimizing revenue streams? Perhaps, you’re already a step ahead, modeling scenarios and proactively adapting to market shifts.

Regardless of where you find yourself, there’s always room for progress and improvement. This is where Revedia can help. Our innovative data intelligence platform is designed specifically to extract greater value from data in order to maximize revenue outcomes. Revedia bridges the gaps between data management and data insights, offering a seamless solution to aggregate and normalize data across various distribution channels including FAST, AVOD, SVOD, TVOD, broadcast, and pay TV. Check out our blog “What is Revedia? An Infographic Guide” to learn more about how Revedia interacts with platforms and products in the overall media ecosystem.

Contact us today to learn how Revedia can propel you forward in your data management journey.

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