Creating Company Structure for Analytics [video]

“Data strategy prioritizes our technology investment and enables us to engage audiences across all Turner properties and platforms.”

Mr. Coleman describes the Turner Broadcasting move to a better analytics system. He begins by explaining that Turner Broadcasting System is the brand behind such popular brands as TNT, TBS, CNN, NASCAR, NCAA, and NBA. Their content is broadcast in over 200 countries, in every medium, and reaches every demographic.

Up until 2009, Turner Broadcasting’s main approach was the ‘swing for the fence’ approach. They looked to blockbusters such as the Harry Potter movies to bring in viewers. Even then, there was an acquisition funnel which included analytics, but there were 22 different teams responsible for analytics across the different brands.

In 2009, they ‘got religion’ about using analytics to drive their vision. They realized that the lack of a comprehensive analytics layer blocked them from understanding their audience.

They now employ a hub-and-spoke arrangement, with an analytics team of 20, including both data people and storytellers at the center.

Colin Coleman, Senior Director Data Strategy, Turner Broadcasting System

Colin Coleman
Colin Coleman is the Senior Director of Data Strategy within the Audience & Multi-Platform Technologies team at Turner Broadcasting. In this role he delivers enterprise-wide data strategies and insight capabilities for properties such as CNN, Cartoon Network, Adult Swim, NBA, NASCAR, TruTV, TNT and TBS, across online, mobile and linear platforms. Colin’s responsibilities span the audience data lifecycle, from identification of data monetization strategies through implementation of cross-platform data integration initiatives. He also manages global data standardization programs and ultimate delivery of audience insight and best practice capabilities. Colin has over 20 years experience leading analytics-focused product management, product development, research, and operations teams across a broad range of verticals, including media, financial services, supply chain, B2B and aerospace. Colin started his analytics career with NASA as a Research Scientist and has a Ph.D. in Computational and Experimental Aerodynamics from Stanford University.