ITV’s Interactive department is responsible for planning and implementing revenue-driving viewer competitions, votes and charity events across some of the network’s most popular shows including ‘The X Factor’, ‘Love Island’ and ‘I’m a Celebrity… Get Me Out of here!’.
In order to do this effectively, the team collects and analyses millions of data points via ITV’s associated apps, which provides key insights into the number/frequency of unique customers interacting with the shows and the main factors contributing to their behavior.
Prior to Tableau, the Interactive team was relying on a combination of Excel spreadsheets, Access and Oracle databases for all of its data collection, analysis, forecasting and reporting. However, with data volumes growing rapidly, the disparate nature of this system was making it harder and harder to uncover the insights they were looking for in a timely manner.
“Our data was spread across 70-80 different spreadsheets and databases, making it extremely difficult to perform fast, accurate analysis or fully understand customer journeys across the network,” says Nicola Hubbard, Senior Commercial Analyst at ITV Interactive.
Now, all data is processed and stored in an Amazon Redshift data warehouse containing over 300 million rows of data. Tableau then plugs directly into this, completely eliminating data silos across the department and creating a single source of truth for the whole team to work from.
“With Tableau, we’ve got instant access to every piece of data across all of ITV Interactive’s shows,” says Richard Cook, Commercial Analyst Manager at ITV Interactive. “In just a few clicks, we’re able to conduct deep-dive analysis and create highly detailed, interactive reports that previously would have taken weeks to achieve.”
One particular area of interest to senior executives at ITV is ‘unique entrants’, which is the number of individual customers interacting with shows across the network.
“Using our old spreadsheet-based system, it was nearly impossible to track unique entrants because we couldn’t analyze all of our shows side-by-side,” says Nicola. “Now, we can quickly pull the data directly from Amazon Redshift and visualize it in a single Tableau dashboard that’s easy for the executive team to understand and digest.”
“For example, using our old system, if a single customer entered the competition on an episode of The X Factor one evening, then a few weeks later they also entered on an episode of I’m a Celebrity, that would have looked like the actions of two separate people,” explains Richard. “In Tableau, we can identify that as the actions of a single unique entrant, plus we’re also able to see additional contributing factors such as when they entered and how many other ITV shows and competitions they’ve also entered etc. All of this helps us to build a more comprehensive picture of our audiences and formulate more engaging interactive experiences for them in future.”