Future Proof: How does the BBC use audience data?

Nick North from the BBC discusses the data they collect, and how it provides better value for licence-holders.
18 March 2019
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EVP Global Thought Leadership, Kantar

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The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

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