By: Eric Siegel, Founder, Predictive Analytics World
In anticipation of his upcoming conference presentation, TV Audience Targeting through 
Predictive Analytics at Predictive Analytics World San Francisco, March 29-April 2, 2015, we asked Bob Bress, Sr. Director, Product Management & Analytics at Visible World, a few questions about his work in predictive analytics.
Q: In your work with predictive analytics, what behavior do your models predict?
A: We are in the business of making television advertising inventory more valuable with applications that support the intelligent buying/selling and allocation of advertisements using advanced data and algorithms. In doing so, we have a heavy focus on using predictive models for forecasting TV viewership patterns for specific targeted audiences.
Q: How does predictive analytics deliver value at your organization? What is one specific way in which it actively drives decisions?
A: We have incorporated predictive analytics algorithms in many the of our products to support decisions around maximizing advertising revenue, allocating media across a schedule, and in the automation of generating proposed media plans.
Q: Can you describe a successful result, such as the predictive lift of your model or the ROI of an analytics initiative?
A: A recent change in a TV viewership predictive model to incorporate overall trends in households watching television resulted in an 8% improvement in overall viewership forecast accuracy.
Q: What surprising discovery have you unearthed in your data?
A: When placing media across broad timeframes, there is some predictability to when the inventory owner will place the ads which can help in predicting overall TV viewership of advertisements.
Q: Sneak preview: Please tell us a take-away that you will provide during your talk at Predictive Analytics World.
A: We can make significant improvements in how efficiently media campaigns are run on TV by improving forecasting capabilities and reacting dynamically to forecast errors.
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Don't miss Bob Bress’ presentation, TV Audience Targeting through Predictive Analytics, at Predictive Analytics World San Francisco, on Wednesday, April 1, 2015 from 11:15 am to 12:00 pm. Click here to register for attendance.
By: Eric Siegel, Founder, Predictive Analytics World