Data mesh self-service data exchange
ITV partnered with Thoughtworks to implement a data mesh approach in a reimagining of data use for content production, promotion, distribution and monetisation in a way that is scalable and shareable. The result has been that the marketing team can identify addressable audiences in minutes, rather than the three-month timeline under its previous approach.
The future of television consumption, advertising, marketing and content distribution is a rapidly-changing environment, meaning ITV must be equipped with the tools and capabilities to navigate the changes and maximise future opportunities. One of the ways this is to be achieved is through a cultural shift in the way data is shared, used and obtained in all areas of the organisation, which is why data mesh has been chosen.
A core principle of data mesh is to decentralise data ownership to the teams within an organisation that understand it best, breaking down barriers and creating a culture of trusted data sharing. Multiple data products were built within the data mesh environment, including an audience data product that consumes viewer, viewing activity and content data products, utilised by the marketing team to analyse the shift in audience trends in minutes rather than months.
This has optimised the data journey by reducing manual tasks, improving collaboration and increasing transparency with the long-term target of doubling revenue by 2026 and demonstrating ITV as a leader in UK streaming services.
Thank you for your input
Thank you for your feedback
DataIQ is a trading name of IQ Data Group Limited
10 York Road, London, SE1 7ND
Phone: +44 020 3821 5665
Registered in England: 9900834
Copyright © IQ Data Group Limited 2024