ITV with global tech consultancy Thoughtworks recently won the ‘Shared Data, Shared Culture' DataIQ award, held in London, for their cross-Atlantic partnership work. The DataIQ Awards honors both companies and individuals that have demonstrated excellence in the data industry over the past 12 months.
The project ITV and Thoughtworks have collaborated on has resulted in a significantly increased ability to identify addressable audiences and run targeted campaigns effectively. This means that with better data handling practices, the ITV Marketing team became the first domain to reap the benefits of their work and are able to drive deeper engagement with their viewers.
They did this by:
Re-engaging viewers who had started watching an ITV series but stopped. By replacing manual processes and data movement by multiple teams, they can now re-engage with viewers in minutes.
An additional case focused on building an audience data platform that would consume viewer, viewing activity and content data products. The platform is now used daily across ITV.
The work is an early example of the benefits of Data Mesh - the decentralized approach to data management that improves decision making and accelerates time to value, by making data more discoverable from across the organization, highly secure and interoperable.
The project is part of ITV’s digital transformation plan to double digital revenue by 2026 and to become a leader in UK streaming.
Sanjeevan Bala, Group Chief Data & AI Officer at ITV commented: “We are honored and delighted to have won this year’s Shared Data, Shared Culture DataIQ 2022 award alongside Thoughtworks. Our offensive Data and AI strategy has taken a value based approach combined with a decentralized operating model and has started to deliver tangible value; from reducing time to business value to accelerating learning cycles in the business. This is the first step in our ambitious journey over the next four years of ITV’s digital transformation, with more developments to come. However, to receive such prestigious recognition at this stage is particularly encouraging and a testament to the brilliant teams we have empowered.”
Danilo Sato, Head of Data & AI Services UK & Europe at Thoughtworks added: “The work we have done with ITV is a perfect example of the potential benefits Data Mesh can offer; combined with Thoughtworks’ agile approach to delivering value continuously. Like many large companies, ITV has rich data that can unlock value across the business, but the challenge is how to start quickly and prove return on investment without the complexity of involving the entire organization. By showing early success in marketing and building reusable data products in Data Mesh, we are driving the change from within and enticing other parts of the business to join the journey.”
Keep up with Thoughtworks news by visiting the company’s website
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ITV is an integrated producer broadcaster consisting of ITV Studios and Media & Entertainment. ITV Studios is a world-class international creator, producer and distributor. It is the largest commercial producer in the UK, one of the largest producers in Europe and one of the largest independent unscripted producers in the US. Through ITV Studios ITV creates, owns and distributes high-quality content for broadcasters and platform owners around the world. Their footprint spans 13 countries, and they have 60 labels supplying over 200 channels and 90,000+ hours of active content in their catalog.
In Media & Entertainment ITV commissions brilliant programmes in a full range of genres, including a wealth of entertainment formats, high-quality drama, must-watch sporting events, impactful factual and award-winning current affairs and journalism. ITV makes this available to audiences through its family of channels, the biggest commercial network in the UK, and through ITVHub, Europe’s biggest ad-funded streaming service. In late 2022 ITV will launch ITVX, which will be the new ad-funded free streaming home for ITV and new programme premieres. This will also feature a subscription option, for audiences who want to watch ad-free, and get access to BritBox UK.
Worldwide, ITV has several SVOD services including BritBox International which is available in the US, Canada, Australia, and South Africa and The Nordics, and has 3.6 million global subscriptions, up over 38% since 2020.
ITV's Social Purpose is to shape culture for good. It is an integral part of how ITV sets and delivers its business goals, and has four focus areas: Better Health, Diversity & Inclusion, Climate Action and Giving Back.
Founded in 2011 DataIQ is the only membership business focused on the needs of data and analytics professionals from global, FTSE 100, large and mid-market organizations. DataIQ connects, educates and supports their members to help them build great businesses from the intelligent use of their valuable data assets. Now the largest community of senior data and analytics executives, DataIQ accelerates their members’ journey to superior performance, through facilitating peer to peer networking, confidential capability benchmarking, providing access to unique in-depth insight, practical tools, soft skills development, and the expert guidance they need to transform data and analytics into a critical business success driver.
Thoughtworks is a global technology consultancy that integrates strategy, design, and engineering to drive digital innovation. They are a 12,000+ people strong organization with 50 offices in 18 countries. Over the last 25+ years, they have delivered extraordinary impact with clients by helping them solve complex business problems with technology as the differentiator.
Linda Horiuchi, global head of public relations
Phone: +1 (646) 581-2568