How does the BBC use audience data?

Future Proof 20

Nick North from the BBC discusses the data they collect, and how it provides better value for licence-holders.

Kantar
Media and communications
Digital marketing
Brand
Future Proof

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.