theCUBE Live At IBM Insight 2014 with Tim Moran, director of Interactive Sales at WNEP-TV / WNEP.com

Media is data-driven in every way, according to Tim Moran, director of Interactive Sales at WNEP-TV / WNEP.com. His company leverages data to “tailor customer experiences” to drive views and advertising campaigns.

Right now WNEP-TV / WNEP.com uses Google Analytics and a variety of tracking methodologies to figure out the intricate details of customer engagement with its site or social media. An understanding of that data is necessary in order to provide advertisers with “an exact picture” of how effective it is to advertise with WNEP-TV / WNEP.com.

Moran said that because WNEP-TV / WNEP.com needs advertisers to invest in technology in the first place, his company has become “more intelligent in the way [it] looks at the effectiveness of campaigns.” Using data is critical to figuring out how the audience responds to both advertising and content, as well as figuring out how to put both the right content and right advertisement in front of the right customer.

Because it collects so much data, WNEP-TV / WNEP.com is looking to use Watson to analyze advertising data and get answers about how to improve both ad campaigns and its Websites. Moran is excited about IBM’s business intelligence product Watson because companies don’t need to hire “research institute” expertise to use it. Moran also mentioned that he is considering Watson because it “contextualizes data, builds its own schema, and organizes it itself.” That level of automation, he said, is the most effective way to look at all the company’s collected data “in a way that makes sense.”

Watch the complete interview below, and watch all archived clips from the event on SiliconANGLE’s YouTube Channel here.

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