‘Big data’ is a term that has been currently cropping up in pretty much every industry over the last year or two, but — given the opportunities for improved audience targeting and the efficiency that comes with it — the advertising industry stands to gain more than most. IBM are one of the companies at the forefront of big data movement, and Richard Maraschi, Global Solutions Leader, Business Intelligence at IBM, has been working alongside Hollywood studios to help them make sense of the huge pools of data available to them online.

Here Richard explains how big data and social analytics can enable TV and video advertisers to measure and tweak campaigns mid-flight. References to movies were removed in post from both audio and slides.

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