How can EDO improve its TV ad measurement tools to provide more granular audience insights?

Introduction

To improve EDO's TV ad measurement tools for more granular audience insights, we need to dive deep into the current product landscape, user needs, and technological capabilities. I'll approach this challenge by first clarifying our current position, then analyzing key user segments and their pain points. From there, we'll generate innovative solutions, evaluate them, and propose a strategic roadmap for implementation.

Step 1

Clarifying Questions (5 mins)

• Looking at EDO's position in the TV ad measurement space, I'm thinking about the scale and depth of our current data collection. Could you help me understand the breadth of our data sources and the level of granularity we currently achieve?

Why it matters: Determines our starting point and potential areas for expansion Expected answer: We have partnerships with major networks and streaming platforms, collecting viewership data at the household level Impact on approach: Would focus on enhancing data granularity rather than expanding data sources

• Considering the evolving TV landscape, I'm curious about our cross-platform capabilities. How well does our current tool integrate data from traditional TV, connected TV, and digital platforms?

Why it matters: Identifies potential gaps in our measurement approach Expected answer: Strong in traditional TV, growing in CTV, but limited in digital integration Impact on approach: Would prioritize improving cross-platform integration and analysis

• Given the increasing demand for real-time insights, I'm wondering about our current data processing capabilities. What's our typical turnaround time for providing actionable insights to clients?

Why it matters: Highlights potential areas for technological improvement Expected answer: 24-48 hour turnaround for most metrics, with some real-time capabilities for basic data Impact on approach: Would focus on enhancing real-time processing and analysis capabilities

• Thinking about the competitive landscape, I'm interested in understanding our unique value proposition. What do clients consistently cite as our key differentiator in the market?

Why it matters: Helps align improvements with our core strengths Expected answer: Our proprietary engagement metrics and predictive analytics Impact on approach: Would emphasize enhancing these core capabilities while expanding granularity