Placing data at the heart of the decision-making process is essential to operating with a strong data strategy and producing positive business results. Clémence Burnichon, Director of Data Innovation, ITV, explains the importance the UK broadcaster places on collecting value from data to transform its services and improve the viewer experience, as well as the way tools such as machine learning can analyze customer behavior and unleash business value.
Can you tell us about your role and the extent of your responsibilities at ITV?
I am currently Director of Data Innovation at ITV after joining Depop’s company in January 2021. Any technology at ITV that relies on data, or needs data to function, falls under my remit. At ITV, the data strategy covers a larger area of the organization than you would typically expect, spanning all areas of business including marketing, advertising, and viewer / product. It also covers finance, HR and our studios. We are only at the beginning of our journey with data, so some business areas are not yet explored, but we have big plans for the future and they are part of our roadmap to go from the front.
How do you make sure the UK’s largest commercial broadcaster stays up and running and how does data use play a role?
Data is a huge part of the digital transformation process that is currently taking place at ITV. Our overall strategy is to be more than just television, but to be a digitally-driven media and entertainment company that delivers brilliant content to audiences when, where and how they want it. Data is in our DNA and we’ll use it to transform delivery and deliver the best possible experience for our users, while supporting and growing our studio business.
What strategic initiatives do you have in place for data management?
ITV has a set of security, governance and compliance principles in place. Our approach to data management is by default and integrated and not integrated, which means that everything we build and everything we do, we look at through many different lenses and perspectives with data at the heart of our taking. decision-making. We look at the value to the business – as well as the technology and governance that goes with it – so that we are able to make the best decisions on how to move forward, considering all possible angles. and by leaving no stone unturned.
How do you use smart technology tools like machine learning to analyze customer behavior and how does this provide business benefits?
Our data strategy is both value and results driven. We seek to meet the needs of the business by partnering with other areas of the organization and looking at the entire end-to-end process, including the ‘last mile’ activities that make our information actionable for the other actors of the company. Tools like ML, for example, are used to create value for the business in any way possible. This value can be added in the form of marketing propensity models, advertising targeting models, segmentations, recommendation engines, etc. The idea is to take advantage of the right tools and technologies and identify the right approach to achieve the desired result and realize the value. Technology is more of a means to an end. What really concerns us is the value we can derive from data and how it can be used to transform our services and deliver an exceptional experience to viewers.
How is the rapidly changing world of entertainment influencing your ability to manage data across the organization?
It is not easy! The world of entertainment is changing rapidly and is relatively seasonal. Good planning is therefore necessary to manage data throughout the enterprise. Depending on the season, we may focus on one business area rather than another and ensure that particular area achieves its full potential for data innovation. For example, you have a set of episodes of a particular program in the summer and you only have time to play around with it to determine what data information can be tapped into. The industry is changing very quickly, so it really depends on the time of year. It is important to plan ahead to ensure that we have an overview of the potential possibilities for collecting data. We work with other areas of the business to determine what their plans are, such as upcoming marketing campaigns and big announcements, so that we can adapt and avoid missing out on opportunities.
What advice would you give to other women in the industry who aspire to a position like yours?
Technology and data are still very masculine fields, but I see more and more women choosing this career path which is uplifting to see. There is no one-size-fits-all approach, but my general advice to women aspiring to enter the tech industry is to be bold, make mistakes, and learn from them. It’s also important to hire the right people to complement your skills and be transparent with them about expectations. We’re all human, so we don’t always have the answer, and that’s okay.
Women in leadership positions in the tech industry need to be seen by their colleagues and speak out even when it is not easy. Remember, you are not just doing this for yourself. You are making your voice heard for the 12-year-old girl who is learning Python and aspiring to one day take on a similar role. Visibility is important. As the saying goes: “If you can see it, you can be”.
Are there any particular challenges that you have encountered as a woman in the IT field and if so, how did you overcome them?
I’ve been relatively fortunate in my career that I didn’t have such huge challenges to overcome, but I think all women in tech share a similar story of remembering being in a meeting where a salesperson walks in and doesn’t. only talk to men before you find out that you, the woman in the room, is actually the decision maker. The old “boys club” still exists and it is certainly difficult to get rid of, but there has certainly been a greater push towards diversity and inclusion initiatives in recent years.
Sadly, there are no quick fixes to solving some of these systemic issues, but for me it’s always about meeting what is expected of me in my role, being a voice in the world. industry and create a diverse workforce and environment where gender discrimination is never acceptable.
In the future, how will using data enable you to achieve digital transformation?
We have many exciting plans for ITV in 2022. The way we approach our data platform – also known as data mesh development – is somewhat new to the industry and comes with a lot of accompanying platform automations. In terms of ML, we have a lot of personalization information for our audiences, and in the longer run we’ll have a lot of rich content. There are a lot of possibilities around computer vision and neuro-linguistic programming (NLP) and also some really interesting developments in optimization on the horizon.
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