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As the fight for attention intensifies and digital audiences grow more nomadic, cracking audience insights at scale and at break-neck speed is crucial to stay relevant.
Data is not a substitute for creativity but can help identify connections and opportunities that can make the process more effective and the outcomes more relevant.
Pulsar worked with NBC Entertainment to build a hybrid method framework connecting survey, social and search data to support faster, cheaper, granular, real-time and hyper-relevant insights for creative development.
The talk covers how NBC worked with Pulsar to build Live Segments, how we use it to map the evolution of cultural trends against NBC’s core audiences and how these insights are informing the creative development process.
Presented by Franceso Dorazio
Francesco a researcher and strategist specialised in Internet culture and the evolution of online audiences.
He is the CEO and co-founder of audience intelligence firm Pulsar, and his work focusses on designing systems and research frameworks that help analyse digital audience signals (social, search, web) to understand cultures, behaviours and perceptions at scale.
Francesco has a PhD in Social Sciences and Digital Media from Università degli Studi di Roma ‘La Sapienza’ and a fellowship at the McLuhan Program in Culture and Technology at the University of Toronto .
He is a regular speaker at research, innovation and technology conferences and his work has been featured by the BBC, The Guardian, CNN, Business Insider and many others.