Last month, Madrid-based Prisa Media Group announced it will use IBM Corp. analytics software and services to improve, among other things, its ability to personalize content in real time.
The announcement is the latest sign of how serious IBM is about penetrating the broad media market around the globe with its expanding analytics offerings.
Over the past several years, the company has invested heavily in this market. It has made a series of acquisitions that include Unica, a developer of marketing campaign automation software; SPSS, which offers software for predictive analysis; and Cognos, a provider of business intelligence software.
These deals were aimed, in part, at moving deeper into the media market and providing media companies with a better understanding of how their content is being used online and how to deliver it more efficiently and profitably. “The world is going to continue to produce more and more content,” said Steve Canepa, general manager of IBM's Global Media and Entertainment Industry division.
Canepa said IBM can aid media companies with many different aspects of their businesses. It can help with virtualization and the cloud, work-flow automation, understanding meta-data and analytics, he said.
Media organizations are using IBM's analytics software in a number of ways. Dutch broadcaster RTL Nederland is using it to analyze social media buzz. CyberAgent of Japan is using it to gain insight into bloggers. And the University of Southern California's Annenberg Innovation Lab uses it to monitor Twitter to gauge buzz and predict a movie's opening weekend performance.
Canepa said IBM's technology can also be used by a video game company to help retain customers. For instance, if a gamer is having trouble moving from level three to level four in a game, the game company can intervene with tips or point the user to social media sites that can help.