How a Traditional Media Company Embraced Big Data

Business & Industry, Beekman / Sutton North (NY Hilton)
Average rating: ***..
(3.67, 3 ratings)

Entravision Communications Corporation (NYSE: EVC), together with its subsidiaries, operates as a diversified Spanish-language media company. Utilizing a combination of television and radio operations, EVC reaches Hispanic consumers in the top 50 U.S. Hispanic markets.

As a traditional media company, revenue is derived from TV and radio advertisement. In 2011, EVC made the strategic decision to build a data analytics, modeling and insights division to expand the value of its traditional advertisement services. While most marketers are targeting Hispanics through traditional broad-stroke and stereotyped assumptions, EVC’s approach relies on empirical data to identify the most profitable Hispanic customers and target them regularly and more effectively.

EVC will co-present with its integration partner, Impetus, and provide insights on how a traditional media company implemented a big data and MapReduce operations from the ground up. A step-by-step playbook of EVC’s go-to-market strategy will be covered — from building an initial business case to EVC’s executive management and Board of Directors and onboarding the right team, vendor resources and integration partners, to launching its services and gaining new clients.

Attendees will walk away with deeper insight into the business, operational and technology factors driving the implementation of a big data services operations.

Key topics include:

  • Building a business case for big data; determining factors that led to a go/no-go decision
  • Establishing the right team to spearhead the division
  • Technology and vendor partner selection
  • Decisions to integrate outsourced partners in Mexico and Argentina
  • Go-to-market strategy overview

EVC will review five lessons learned in the implementation of the data-driven services division. These lessons will provide a succinct look at how EVC overcame obstacles in the deployment of the program, and highlight key aspects of the “how” in rolling out the program.

Photo of Oscar Padilla

Oscar Padilla

Entravision Communications

Oscar Padilla leads the strategic services for Entravision’s Data and Analytics Services division. He is accountable for driving the formulation of new product and service offerings, as well as helping clients achieve higher efficiency from their data and analytics marketing programs. Most recently, Oscar served as senior director of Interactive Strategy at Vertis Communications, a $1.4 billion communications and marketing company. As a direct report to Vertis’ CMO, Oscar oversaw the strategic direction of the division, leading client digital strategies in the areas of social media, mobile, online advertising and web development, and managed partners across all media channels.

In addition, Oscar has worked with Hitachi Consulting, Blackboard Inc., RepEquity (previously Mindshare Interactive) and Bridgeline Digital. At these companies, Oscar led engagement for numerous large-scale interactive projects, including work for PhRMA, AstraZeneca, HARPO Inc., United Cerebral Palsy, Southwest Airlines and the Bond Market Association.

Oscar has provided expert perspective for industry trade publications and has been published in Mobile Marketer, DMA News, 1to1 Magazine, Value Retail News, Chief Marketer, and iMedia Connect. Oscar holds a B.S. in Business Administration from the University of Maryland. Previous speaking engagements include DMA, PRSA, Boston Ad Club, California Senate Democratic Caucus, and InfoTrend.

Photo of Franklin Rios

Franklin Rios


As president of Luminar, Franklin Rios brings more than 20 years of management, business development, sales and marketing experience in the interactive, e-commerce, telecomm and media industries.

Prior to Luminar, Franklin was president of the Enterprise Solutions Group at Infogroup, and vice president of Interactive Sales and Marketing at Vertis Communications, Inc., a $1.4 billion communications and marketing company.

Franklin ran his own full-service Hispanic advertising agency, Rios Group, from 2003 to 2006. He was also director of sales at CSG Systems from 2001 to 2003 and a sales manager at Columbine JDS (Harris Broadcasting Systems) from 1994 to 2001.

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Vineet Tyagi

Impetus Technologies

Vineet Tyagi has over 17 years of experience on product development, managing innovation and creating enterprise grade solutions for Healthcare, Transportation, Insurance and Financial sectors. His expertise includes Big Data, Hadoop, Cloud Computing and Agile/Lean software development. Vineet has spearheaded the design & architecture of several large & cloud scale solutions for data lifecycle management at petabyte scale. Vineet also leads many Open source contributions that have received global recognitions and is a noted speaker on Big Data Technologies.


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