Presented By O’Reilly and Cloudera
Make Data Work
March 5–6, 2018: Training
March 6–8, 2018: Tutorials & Conference
San Jose, CA

Media & Ad Tech Day

9:00am-5:00pm, Tuesday, March 6, 2018

While digital transformation affects every aspect of society, few industries have been fundamentally upended as much as media, entertainment, and digital advertising. Not only does digital change what and how we consume media, it also rethinks how we pay for it.

Subscriptions replace rentals; streams replace purchases; infinite choice replaces 50 channels. With two-way interaction, every time you watch a screen it watches you back. Today's media industry is a dynamic of subscribers, feeds, and targeted ads—constantly shifting, still figuring out what it will be when the digital dust settles.

We'll dive deep into this at the Media & Ad Tech Day at Strata. From streaming media and audience ratings, from video games to sports, we'll hear from innovators in ad tech, measurement, automation, and audience engagement about where the media industry is todayand where it's likely to go next.

About your hosts

Alistair Croll, co-chair of Strata Data Conference, teaches Data Science and Critical Thinking at Harvard Business School. Alistair has co-founded Coradiant and Year One Labs, and works with early-stage companies and the Global 2000 on business innovation.

David Boyle leads strategy and insight at MasterClass, where he works with the likes of Stephen Curry, Gordon Ramsay, and Martin Scorsese to help people around the world to be able to learn from the greatest in their field. Passionate about helping businesses to build analytics-driven decision making to make quicker, smarter and bolder decisions, David has built global analytics and insight capabilities for a number of the leading entertainment businesses in the world, including television (the BBC), book publishing (HarperCollins Publishers), and the music industry (EMI Music), that helped shift each organization’s decision making at all levels, from content investment to product and brand development. His other pursuits have included building analytics for global retailers and political campaigns in the US and UK.

Tuesday, 03/06/2018


9:00am–9:05am Tuesday, 03/06/2018
Location: LL20 B
Average rating: *****
(5.00, 1 rating)
David Boyle welcomes you to the Media and Ad Tech tutorial. Read more.


9:05am–9:30am Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
David Boyle (Audience Strategies)
Average rating: *****
(5.00, 2 ratings)
David Boyle argues that we are approaching a golden age of data and analytics in the media and entertainment industries and highlights some of the fundamental questions and challenges that need to be overcome to reach the true potential of data and analytics. Read more.


9:30am–10:00am Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Violeta Hennessey (Warner Bros.)
Average rating: *****
(5.00, 2 ratings)
Home video electronic sell-through (EST) demand growth is slow and shows signs of a tipping point in 2019. Point-of-sale time series data shows that consumers are sensitive to high-definition (HD) EST price, and unit sales spike when price drops. Violeta Hennessey shares a proactive approach to enhance EST growth through price. Read more.


10:00am–10:30am Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Sridhar Alla (BlueWhale)
Sridhar Alla explores technologies and methodologies to gain insights into customer experience in order to understand what content works best and explains how to personalize content to enhance customer experience. Read more.


10:30am–11:00am Tuesday, 03/06/2018
Location: Executive Concourse
Morning break (30m)


11:00am–11:30am Tuesday, 03/06/2018
Noah Gift (UC Davis)
Noah Gift uses data science and machine learning to explore NBA team valuation and attendance as well as individual player performance. Questions include: What drives the valuation of teams (attendance, the local real estate market, etc.)? Does winning bring more fans to games? Does salary correlate with social media performance? Read more.


11:30am–12:00pm Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Blake Irvine (Netflix)
Blake Irvine explains why cohorts matter and shares a big data solution that enables business users to self-serve partner insights. Read more.


12:00pm–12:30pm Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Violeta Hennessey (Warner Bros.), Aneesh Karve (Quilt), David Boyle (Audience Strategies), Pete Skomoroch (Workday)
Average rating: *****
(5.00, 1 rating)
Algorithms decide what we see, what we listen to, what news we consume, and myriad other decisions each day. But while they can make many things more efficient, can they outperform humans in areas where the "right" outcome can't be clearly defined? In this Oxford-style debate, two teams will face off, arguing whether or not machines have better taste than humans. Read more.


12:30pm–1:30pm Tuesday, 03/06/2018
Location: 230 A-C
Lunch (1h)


1:30pm–2:00pm Tuesday, 03/06/2018
Kevin Lyons (Nielsen Marketing Cloud)
Consumer behavior is in a constant state of flux. Adapting to these changes is especially hard, given the staggering amount of big data marketers need to understand and act on. Kevin Lyons offers an overview of Online Learning, a cutting-edge AI technology that uses event-level data streams to build and adapt models in real time. Read more.


2:00pm–2:30pm Tuesday, 03/06/2018
Media and Ad Tech
Law, ethics, and governance
Location: LL20 B
Secondary topics:  Graphs and Time-series
Jennifer Webb (SuprFanz)
Jennifer Webb explains how cloud-based marketing company SuprFanz uses data science techniques and graph theory with Neo4j to generate live event attendance from social media platforms, email, and SMS. Read more.


2:30pm–3:00pm Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Rizwan Patel (Caesars Entertainment)
Rizwan Patel explains how the gaming industry can leverage Cloudera’s big data platform to adapt to the change in patron dynamics (both in terms of demographics and spending patterns) to create a new paradigm for customer (micro)segmentation. Read more.


3:00pm–3:30pm Tuesday, 03/06/2018
Location: Executive Concourse
Afternoon break (30m)


3:30pm–4:00pm Tuesday, 03/06/2018
Media and Ad Tech
Media, entertainment, and advertising
Location: LL20 B
Anthony Accardo (Disney)
Anthony Accardo details how his team at Disney creates rich metadata describing episodic television content and leverages it for content intelligence across multiple points in the content lifecycle. Read more.


4:00pm–4:30pm Tuesday, 03/06/2018
April Chen (Civis Analytics)
Which of your ad campaigns lead to the most sales? In the absence of A/B testing, marketers often turn to simple touch attribution models. April Chen details the shortcomings of these models and proposes a new approach that uses matching methods from causal inference to more accurately measure marketing effectiveness. Read more.


4:30pm–5:00pm Tuesday, 03/06/2018
Media and Ad Tech
Location: LL20 B
Amanda Gerdes (Blizzard Entertainment)
Average rating: *****
(5.00, 1 rating)
Session with Amanda Gerdes Read more.