Download - MRC Luncheon, December 14, 2012
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What in the world is a Knowledge Collaboration and why is Bill Moult crazy enough to try it?
MRC Luncheon, December 14, 2012
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• our company,• my role within the company• Knowledge Collaborations• the MRC
Some Thoughts About…
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A good hockey player plays where the puck is.
Taking Advice From the Greats
A great hockey player plays where the puck is going to be.- Wayne Gretzky
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When I joined Nielsen, it wasn’t for the kind of company it is.
It was for the kind of company it could be.
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Bill Moult
PA NH
Why am I with Nielsen’s Media & Advertising Analytics?
In addition to Nielsen’s WORLD CLASS MEASUREMENT,
we are excited to be building WORLD CLASS ANALYTICS.
Carnegie Mellon
Wharton
Harvard Business School
Busch Center
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Evolving the company
What we want to be
Client-focused
Open
Integrated
Strategic
Client Business Partners
Knowledge Collaborations
More Watch-Buy Connections
Strategic Center of Excellence
How we’re going to get there
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Some Thoughts About Knowledge and then KnowledgeCollaboration
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Some Thoughts About Knowledge Collaboration…
“Indigenous Knowledge Systems and Alaska Native Ways of Knowing,” Barnhardt and Kawagley, U. of Alaska Fairbanks
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Grand Canyon
Augusta National Golf Club
ClimateConsumer
Buying Behavior
Consumer Media
Behavior
Slower change Faster change
Rate of Change
DVD
DVR
VOD
VCRCable & Satellite TV
Broadcast TV
The first 50 years
The next 10 years
The most recent 5 years
Online video for PC
Early mobile video
Internet connected TV
Internet enabled TV
iPad TV apps
Accelerating Pace of Change in Media
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Morning
Monday - MorningMature
Professional51Frank
LOCATION
SOCIAL
ACTIVITIES
MEDIA
EMOTION
7 AM 8 AM 9 AM 10 AM 11 AM 12 PM
A Day in the Life - Boomer
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Morning
Monday - MorningPost-Grad
Suburbanite24Alex
LOCATION
SOCIAL
ACTIVITIES
MEDIA
EMOTION
7 AM 8 AM 9 AM 10 AM 11 AM 12 PM
A Day in the Life - Millenial
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“The future ain’t whatit used to be.”
Yogi Berra
In other words…
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We let our new analytics team be a guinea pig for Knowledge Management
Last year, we volunteered to be a test for Nielsen
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The guinea pigs are alive, well, and learning new tricks
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The original guinea pig project u iKNOW for MAASimple framework, relevant content, dedicated resources
Early success stories – iKNOW for MAA
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• Decision questions have far greater value than the other types of questions.
• Decisions involve an action and a choice among alternatives. Information on the other hand, is used to make a decision.
• The answer to a decision question is a recommendation (or suggestion) about what to do. The answer to an information question is a conclusion (or insight) about what we found.
Decision Question Answer:
Recommendation
Info Question IAnswer:
Conclusion/Insight
Data IAnswer:Result
Data IIResult
Info Question
II
Data IIIResult
CLIE
NT
VALU
E
As presented by Sid Venkatesh
We should educate clients and move them up the value chain to enhance the value of our contribution.
Decision Orientation – Quick Overview
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Early success stories – Decision Framework
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Early success stories – Solutions in Practice
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“We have no end-to-end process for presenting Nielsen’s Watch & Buy capabilities on Latino. This limits our clients’ growth as well as
our own.”u
Joe Willke & Sabrina CrowExecutive Sponsors of iKNOW Latino initiative
Early success stories – iKNOW Latino
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Thought Leadership for Multi-Cultural America
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Other Recent Thought Leadership
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Nielsen’s Knowledge Collaboration
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Examples of knowledge sharing with priority organizations including
ARF Knowledge @ Hand articles
Knowledge sharing with priority organizations
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Title of Presentation
Nielsen & WARC – A proactive sharing relationship
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Knowledge Collaboration Dream Team
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Some Thoughts About the MRC…
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What does Knowledge Management look like at Conde Nast?
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How can we retain his knowledge and wisdom?
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Can this be unforgotten?
Can this reach thousands of people?
Can this leave a professional legacy?
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Tell us 1-5 of the most important things you’ve learned in your career
Let us capture, produce and share it with our people, the MRC and you
Be Unforgotten?
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Another face we’ll recognize:
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Perception Reality
Mind the Gap!
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Thank You!