ABSTRACT
This chapter is based on the thoughts of media analytics professionals who were panelists at the 2018 BEA Research Symposium. Members of the panel discussed how intuition is being replaced by media analytics for decision-making, and the infusion of quantitative ways of thinking in their various entertainment sector professions. In this chapter, Stansberry provides a historical context for current analytics practices, and then summarizes three key themes that emerged in the panel discussion: the multifaceted nature of audience research practices, the need for analytics skills due to unprecedented access to big data, and the enduring value of effective communications skills for media analytics practitioners. The panel, moderated by Jack MacKenzie, EVP of research for the Media and Entertainment Group, included: Jamal Salmon, vice president of data analytics and marketing at Paramount Pictures; Patricia Marsden, enterprise research and insights manager for U.S. Bank; and Vincent Bruzzesse, who currently holds the position of marketing and strategy head for Solstice Studios.
