centris marketing science - it's what you do with the data

CENTR IS M A R K E T I N G S C I E N C E

It’s what you do with the data


2 © Centris | Proprietary & Confidential

Centris Overview

• Founded in 1997 to serve the media and telecommunications industries

• Clients include nearly every major pay-tv, broadband, and telco provider in the U.S., several media clients, home security/automation companies and the Federal Government (supply data to the DOJ for pending mergers)

• Keen focus on technology adoption, video consumption and consumer profile analyses at the household and consumer levels, driven, in part, by a U.S. survey of 30,000 consumers per quarter, social media, and other large data sources

• Multiple research tools used by analysts, statisticians, and economists who interpret data to inform business decisions

Part of 50-year-old AUS Inc., a portfolio of companies focused on marketing research and analytics MARKETING SYSTEMS GROUP (MSG) • Leading Provider of Sampling Data and Related Software Products

• MSG is the creator of Addressed-based Sampling methodology SURVEY TECHNOLOGY AND RESEARCH CENTER (STR) • Telephone Interviewing Call Center SOCIAL SCIENCE RESEARCH SOLUTIONS (SSRS) • One of America’s top polling firms, specializing in the Social Science arena and serving top

government and private institutions



Centris Overview

Centris specializes in local and national market analysis of consumer behavior related to voice, video, and data services, as well as trends in Over-the-top and Over-the-air consumption. Centris integrates its ongoing, projectable tracking survey with primary data from large national databases, many of which are proprietary to Centris, to build advanced models that support the marketing, finance, programming and research departments of the world’s leading communication and entertainment companies. Centris’ integrated data platform makes it possible to identify trends and market dynamics for custom and traditional geographies as well as individual households. BENEFITS OF THE CENTRIS APPROACH INCLUDE: • Identifying consumer preferences for content consumption

• Distinguishing OTA and OTT behaviors

• Determining the availability of competitive communications products to gauge competitive threats

• Tracking the inward and outward movement of subscribers between providers

• Using advanced time series modeling techniques paired with market dynamics, such as economic factors, to forecast

household base, market size, market share and propensity to buy

• Centris’ team of experienced statisticians and economists help clients interpret the data


OTHER INPUTS • Census of 70 Million listed landline numbers

• Broadband transactional database covering120MM

residential internet transactions / year nationally

• Copyright statement of accounts for wired video providers

• Centris’ Evolution of Video Study provides insight into the consumer’s use of “Over-the-Top” video content

CENTRIS SURVEYS

• National Tracking Study (24K/year) – Address-Based Sampling (ABS) methodology

covers nearly 100% of US households

– ABS allows for greater representation of cell phone only, younger, and ethnically-diverse respondents than standard phone survey techniques.

• Internet Panel (96K/year nationally)

– Tracks providers and switching behavior at the

household level

• 136K Google consumer surveys on video category


Centris Analysis Begins with Key Data Inputs

• Centris’ key market advantage is the ability to integrate multiple sources of data. Centris makes use of large amounts of primary data, including publicly reported subscriber counts, copyright information and proprietary transactional databases for voice and high speed data.

• Comprehensive measure of occupancy rates using sophisticated economic indicators to identify the full market potential.

• Detailed cable and telephone boundary files to allocate the appropriate service provider to the appropriate geographic area.

© 2015 | Proprietary & Confidential

C E N T R I S M A R K E T I N G S C I E N C E

Product Portfolio


NATIONAL MODEL The Centris National Model is a Census block group-level picture of voice, video, data and wireless services. It integrates both Centris data and publicly available data to provide a holistic view of the industry on a quarterly basis. MARKET & FLOW SHARE The Centris team of economists, marketers, data scientists and analysts specialize in national and local market analysis of block-level share related to voice, video (OTT) and data services for residential, business and home security. EVOLUTION OF VIDEO COMMUNITY (EOVC) The Evolution of Video Community (EOVC) is a nationwide research initiative designed to examine shifting consumer behaviors related to video, wireless and broadband service use. Participants become part of a select group of US consumers who help advance research associated with the digital age. Community members can participate in three ways: the EOVC Panel, the EOVC Research Software and Bill Submission.

SYNDICATED & CUSTOM RESEARCH PROGRAMS Centris' portfolio of business solutions includes List-Driven Target Marketing, Market Segmentation Models, Fiber Tracking, Market Share, CentrisSocial, Pricing Simulator and more. Centris research is customizable; let us design a program to meet your research needs. EVOLUTION OF VIDEO CLICKSTREAM ANALYSIS & TRACKING STUDY The Evolution of Video is a cross-device behavior tracking program drawn from households across the nation. The passive data collection examines how Americans use services and devices to view video, movies, short-form content and TV shows (SVOD & OTT), as well as how they interact with providers of services or advertising. The program is driven by a multi-modal, passive data collection technology supported by address-based surveys and social media touch-points. The survey component gives insight into household demographics, service providers and ownership of devices. HOME SECURITY & AUTOMATION Centris’ Home Security and Automation program continually produces penetration rates, market shares and flow shares and profiles growth trends and competitive movements within the industry.


Centris’ Product Portfolio


FOCUS GROUPS Centris provides qualitative research solutions that complement our quantitative analytics. Our team will work with you to understand respondent behaviors, ideas and beliefs in relation to your products and services. Our portfolio includes recruiting, moderating and reporting for both online and in-person focus groups and in-depth interviews. MILLENNIAL & MULTICULTURAL INSIGHTS Centris integrates its ongoing, projectable tracking survey with primary data from large national databases to build advanced models. We provide multicultural and millennial research to major MSOs and DBS providers in the US, as well as a number of media companies. WILLINGNESS TO PAY (WTP) Centris’ WTP research program uses surveys to predict the “best” prices, determine how sensitive demand is at different price points, and guide the marketing and selling effort for new products with no prior pricing history.

CONSULTING The Centris team of analysts and consultants advise many clients on the dynamics shaping the video, broadband, wireless and OTT markets. Centris offers a block-level insight that it layers with econometric modeling, pricing strategies and consumer trends that affect everything from bundle pricing to stand-alone video services. SURVEY PROGRAMS Centris’ Survey Programs perform traditional research studies for clients using random digit dialing (RDD), Address Based Sampling (ABS), Internet panels, or various hybrid approaches. In addition to survey results, Centris provides analytic support and complementary data that enhances research results. CONSUMER PROFILE ANALYSIS (CPA) Consumer Profile Analysis is Centris’ preferred methodology for generating consumer segments that can maximize the effectiveness of targeted marketing campaigns for specific products.


Centris’ Product Portfolio



Centris Support Options

Centris can support market intelligence needs in a number of areas: BROADBAND PRODUCT METRICS

• Provide quarterly data on key market indices for the major multichannel video providers

• Forecast product performance out over future quarters, taking into account macro-economic data for local geographies

and combining with household data and Centris Market Share data

• Product metrics can be projected to various levels of geographies as desired VIDEO CONSUMPTION PATTERNS

• Centris’ Evolution of Video study tracks the consumer’s changing video consumption patterns in today’s digital

environment

• Identify OTT enablers and the corresponding market penetration and usage of the devices

• Track the individual’s video consumption across devices, platforms, and genres

• Custom surveys

• Monitor shift of content consumption, by device, in the digital home

C E N T R I S M A R K E T I N G S C I E N C E

© 2015 | Proprietary & Confidential

The Evolution of Video Community



Welcome to the Evolution of Video Community (EOVC)

• Since 2010, Centris has fielded an ABS-driven survey known as the Evolution of Video. The survey reports on consumer trends as they relate to OTT, pay-TV, broadband, wireless use, etc.

• The Evolution of Video Survey draws from 30,000 respondents each quarter and can be used for predictive models and consumer trends.

• In 2013, Centris began development of The Evolution of Video Community (EOVC) is a multi-modal, nationwide research

initiative designed to examine shifting consumer behaviors related to video, wireless, and broadband service. • In addition to the survey, the components include:

– A survey panel of more than 1,200 prequalified respondents

– Proprietary, multi-modal, in-home passive data collection software installed on phones, tablets, computers, etc.

– Multi-platform Facebook survey tool

– Bill submission: Community members submit their voice, video, and data bills – Integration and overlays with other Centris data sources




APPROACH

• The EOVC combines multiple methodologies to collect from a panel of hundreds of US households – Participants receive software to download on their household devices (laptop, iOS, Android, etc.)

– Centris also delivers a branded router companion

– Incentives vary by level of participation

KEY OUTPUT

• Device inventory of the home and detailed usage patterns (clickstream behavior, video viewing, etc.) that takes place on

the home network and out-of-home on devices that carry the software

• EOVC draws all behavior, with the exception of transaction behavior, but including ad interaction and ad avoidance

• Centris works with major US universities for refined research PRIVACY • No personal or identifiable information is collected

• CASRO code of ethics observed

• Centris uses multiple, secure data storage solutions to guard against hacking or data theft

• Data discarded monthly


EOVC DATA COLLECTION • EOVC tracks user online behavior across time, geography, websites, platforms and devices • Users provide demographic and device information in surveys, then install software and hardware that collect their

online activity

BENEFITS OF EOVC ANALYSIS • Rich data on browsing pathways

– Multi-branch pathways with device and demographic information – Pathway analysis makes possible real-time PREDICTION of future clicks and advertising segmentation

• Popularity measure of entertainment websites and content

– Score popularity of TV and video content, as well as implications for piracy and revenue – Popularity drives advertising and targeting decisions

INP

UT

- User demographics

- User assessment of Internet habits

- Clickstream activity

- Device information

Time & geography

AN

AL

YS

IS

- Pathway ordering

- Pathway branching

- Pathway folding - Pathway composition - Pathway variables

- Metrics of popularity on specific platforms

AC

TIO

N

- Habit recognition

- Prediction of video streaming

- Prediction of ad clicking

- Segmentation by device

OTT-focused analysis

12 ©CENTRIS | PROPRIETARY & CONFIDENTIAL



13 ©CENTRIS | PROPRIETARY & CONFIDENTIAL

EOVC Sample Pathway: Male – July 2014

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CONTACTS

Let’s Get Social - Follow CentrisMarSci

STEVE ENNEN President

OFFICE: 267.558.3176

CELL:

646.334.5893

[email protected]

JOCELYN BAYLE Senior Director ,

Business Development

OFFICE: 267.558.3179

CELL:

917.232.8364

[email protected]

centris marketing science - it's what you do with the data

Data & Analytics

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primary data

data services

marketing research

video consumption

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market dynamics

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