{"id":6130,"date":"2024-06-21T09:06:31","date_gmt":"2024-06-21T07:06:31","guid":{"rendered":"https:\/\/neodatagroup.ai\/?p=6130"},"modified":"2024-06-21T09:06:31","modified_gmt":"2024-06-21T07:06:31","slug":"the-datalake-for-mediasets-data-driven-strategy","status":"publish","type":"post","link":"https:\/\/neodatagroup.ai\/it\/the-datalake-for-mediasets-data-driven-strategy\/","title":{"rendered":"Il Datalake per la strategia Data-Driven di Mediaset"},"content":{"rendered":"<h2 class=\"simpletoc-title\">Indice<\/h2>\n<ul class=\"simpletoc-list\">\n<li><a href=\"#a-longstanding-partnership\">Una partnership di lunga data<\/a>\n\n<\/li>\n<li><a href=\"#unlocking-the-potential-of-user-data\">Sfruttare il potenziale dei dati degli utenti<\/a>\n\n<\/li>\n<li><a href=\"#integrating-diverse-data-sources\">Sempre pi\u00f9 sorgenti dati<\/a>\n\n<\/li>\n<li><a href=\"#the-smart-tvs-shift\">Il passaggio alle Smart TV<\/a>\n\n<\/li>\n<li><a href=\"#crafting-the-corporate-data-lake\">Creare un datalake aziendale<\/a>\n\n<\/li>\n<li><a href=\"#tangible-benefits-the-realtime-revolution\">Benefici tangibili: i dati in tempo reale<\/a>\n\n<\/li>\n<li><a href=\"#conclusions\">Conclusioni<\/a>\n<\/li><\/ul>\n\n\n<p>Dimmi che infrastruttura dati hai e ti dir\u00f2 chi sei!\nAl netto della pessima battuta, un\u2019azienda che vuole essere data-driven nei suoi intenti, lo \u00e8 davvero solo a partire da un\u2019infrastruttura dati che ne consenta lo storage e il recupero in maniera semplice ed efficiente. <\/p>\n\n\n\n<p>Nel tempo si \u00e8 passati attraverso varie fasi e filosofie: il Datawarehouse, il DataLake e adesso il nuovo trend del Data Lakehouse. Ma il filo comune \u00e8 e resta l\u2019attenzione al dato come base per i processi aziendali. <\/p>\n\n\n\n<p>A tale scopo ripercorriamo in questo articolo un esempio virtuoso di tale approccio, una storia di collaborazione tra <strong>Neodata<\/strong> , una delle aziende pi\u00f9 rilevanti del panorama italiano, <strong>Mediaset<\/strong>.<\/p>\n\n\n\n<h2 id=\"a-longstanding-partnership\" class=\"wp-block-heading\">Una partnership di lunga data<\/h2>\n\n\n\n<p>La storia tra Mediaset e Neodata Group risale al 2015. In quel periodo Mediaset cominciava a memorizzare giornalmente le informazioni di comportamento degli utenti della PayTV che utilizzavano il decoder. L\u2019azienda si \u00e8 trovata dunque in possesso di centinaia di migliaia di dati, ma per farne cosa?\n\nLa collaborazione con il team di Neodata nasce proprio per rispondere a questa domanda: <strong>come sfruttare a pieno queste informazioni?<\/strong><\/p>\n\n\n\n<h2 id=\"unlocking-the-potential-of-user-data\" class=\"wp-block-heading\">Sfruttare il potenziale dei dati degli utenti<\/h2>\n\n\n\n<p>Da una prima fase di analisi della situazione e dei dati raccolti \u00e8 emerso che le informazioni sul comportamento degli utenti potevano essere potenziate se integrate con quelle relative ai programmi in onda sui canali Mediaset.<\/p>\n\n\n\n<p>Da questo lavoro \u00e8 stato possibile cominciare a costruire profili di ascolto dei nuclei familiari molto precisi che contengono sia informazioni puntuali sulle preferenze dei programmi televisivi, sia informazioni descrittive dei comportamenti che possono essere associati a cluster socio-demografici. In totale sono stati profilati <strong>circa 250mila decoder.<\/strong><\/p>\n\n\n\n<h2 id=\"integrating-diverse-data-sources\" class=\"wp-block-heading\">Sempre pi\u00f9 sorgenti dati<\/h2>\n\n\n\n<p>La metodologia utilizzata ha permesso di integrare e di gestire volumi di dati sempre pi\u00f9 grandi, includendo anche i dati Auditel gi\u00e0 in possesso di Mediaset, dai quali \u00e8 stato possibile costruire profili degli ascolti basati sugli indici di concentrazione Auditel. Il progetto ha permesso di stimare i dati di ascolto e di share Auditel in tempo reale senza dover attendere come accadeva in precedenza il giorno successivo.<\/p>\n\n\n\n<h2 id=\"the-smart-tvs-shift\" class=\"wp-block-heading\">Il passaggio alle Smart TV<\/h2>\n\n\n\n<p>Fino a questo punto la raccolta dati e le stime dell\u2019audience erano limitate agli utenti premium. Con l\u2019avvento delle Smart TV i numeri sono volati: negli <strong>ultimi tre mesi del 2020 si sono toccati i 6,5 milioni di device unici tracciati. <\/strong>Le Smart TV hanno una diffusione incredibilmente maggiore rispetto a quella che aveva il decoder permettendoci di integrare i dati di internet con quelli della TV  e definendo cos\u00ec un nuovo concetto di Total Audience composta da utenti web, utenti della Connected TV e utenti della TV lineare.<\/p>\n\n\n\n<h2 id=\"crafting-the-corporate-data-lake\" class=\"wp-block-heading\">Creare un datalake aziendale<\/h2>\n\n\n\n<p>A questo punto \u00e8 emersa la necessit\u00e0 di integrare tutti i dati dell\u2019azienda. Adottare la metodologia del Datalake, costruito su una tecnologia molto avanzata, ha permesso a Mediaset di integrare in un unico luogo tutti i dati aziendali. La struttura del Datalake, che negli anni si \u00e8 perfezionata, rende il dato standardizzato perch\u00e9 sia facilmente fruibile e attivabile su altre piattaforme esterne.<\/p>\n\n\n\n<h2 id=\"tangible-benefits-the-realtime-revolution\" class=\"wp-block-heading\">Benefici tangibili: i dati in tempo reale<\/h2>\n\n\n\n<p>Il Datalake ha permesso a Mediaset e alla sua \u201csorella\u201d Publitalia80 di poter accedere ai dati \u2013 ad esempio i dati di ascolto e di share Auditel - in tempo reale senza dover attendere ore o il giorno successivo. Il risultato non \u00e8 un dettaglio tecnico ma significa una maggiore dinamicit\u00e0 delle operation e del business aziendale, una velocit\u00e0 che consente di fare la differenza tramite decisioni rapide e guidate dalla misura della realt\u00e0 attraverso i dati.<\/p>\n\n\n\n<h2 id=\"conclusions\" class=\"wp-block-heading\">Conclusioni<\/h2>\n\n\n\n<p>Al netto della tecnologia scelta, la piattaforma e l\u2019architettura per organizzare i dati aziendali \u00e8 uno dei pilastri su cui costruire l\u2019operativit\u00e0 del presente e la strategia per il futuro.  I dati solo la linfa vitale per molti processi e per cogliere le opportunit\u00e0 dell\u2019AI.<\/p>\n\n\n\n<p><em>Vuoi sapere di pi\u00f9? Contattaci a\u00a0<a href=\"mailto:info@neodatagroup.ai\">info@neodatagroup.ai<\/a>\u00a0per scoprire come possiamo aiutarti a rendere la tua azienda data driven.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Tell me about your data infrastructure, and I&#8217;ll tell you who you are! Despite the poor joke, a company that wants to be genuinely data-driven starts with a data infrastructure that allows for easy and efficient storage and retrieval. Over time, various phases and philosophies have been adopted: the Datawarehouse, the DataLake, and now the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,32,30],"tags":[43],"class_list":["post-6130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-and-entertainment","category-news","category-use-case","tag-media-and-entertainment"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The DataLake for Mediaset&#039;s Data-Driven Strategy - Neodata Group S.r.l<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/neodatagroup.ai\/it\/the-datalake-for-mediasets-data-driven-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The DataLake for Mediaset&#039;s Data-Driven Strategy - Neodata Group S.r.l\" \/>\n<meta property=\"og:description\" content=\"Tell me about your data infrastructure, and I&#8217;ll tell you who you are! Despite the poor joke, a company that wants to be genuinely data-driven starts with a data infrastructure that allows for easy and efficient storage and retrieval. 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