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Data Experts: Put the Consumer First

September 25, 2014 · Posted in M&E Daily, M&E Exclusive · Comments Off 

By Chris Tribbey

Melva Benoit, founder of consulting firm The Marian Dupree Group and a 20-year entertainment industry veteran, doesn’t blame media and entertainment companies when they struggle with how to handle the mountains of data thrown their way.

She’s worked with Comedy Central, Cartoon Network, Nickelodeon, Disney, Fox, and NBC … and today she still shakes her head when talking about how hard it can be to turn data into actionable results.

“At the time it was ‘We’re all television people, we should be able to do this,’” Benoit said Sept. 24, speaking at the Hollywood IT Society Digital Marketing and Analytics Summit, talking about her time working with MTV Networks and the first online consumer metrics she encountered. That was in 2000, when pulling in a few million viewers a month for a show was admirable.

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