Accenture and M6: Monetizing big data
An 18-month project to monetize M6’s big data that spanned strategy to implementation and ongoing execution
M6 is a leading French media business. It is part of RTL Group and is ultimately owned by the Bertelsmann Group. It offers traditional and over-the-top TV content and has a growing digital portfolio of websites, e-commerce services and YouTube channels. The M6 network now ranks in the top 15 of French web platforms in terms of audience share and reaches almost a third of all French web users.
As an increasingly digital business, M6 recognized that it needed to make greater use of the large amount of data at its disposal. M6 wanted to act decisively, both to keep pace with competitors who are upping their big data game, and to establish true differentiation in the market. M6 therefore came to Accenture with a simple question: How to achieve higher revenues from big data? Accenture and M6 embarked on an 18-month project to develop an answer that spanned M6’s critical activities, from strategy to implementation and ongoing execution.
Accenture identified three distinct phases of activity that would be required to achieve M6’s desired outcomes.
Accenture mapped the capabilities required to support key areas and define the technological and organizational architecture and operating models necessary to deliver M6’s business outcomes.
M6 has comprehensive access to the detailed insights it needs to design and deliver personalized content and services for its consumers and advertisers and achieve its goals for data monetization.
Advanced analytics enables business process reporting, data discovery and predictive/prescriptive analytics to support audience and inventory management—driving higher advertising ROIs.
Using the Accenture Advanced Analytics for Advertising Solution means M6 has comprehensive access to the detailed insights it needs to design and deliver relevant and personalized content and services for its consumers and advertisers and achieve its goals for data monetization.
An agile approach to development enabled Accenture to work rapidly and iteratively. This made it possible to demonstrate success quickly, something that was crucial in ensuring buy-in from M6’s senior management. By focusing work on M6’s desired business outcomes, Accenture and M6 have already achieved considerable success.
As they continue to work together, they will further enhance M6’s ability to keep pace with its competitors and differentiate what it offers to the market. This is an era of fierce competition for digital consumers’ attention (and wallets) from traditional broadcasters and digital natives alike.
M6 now has the agility and responsiveness that are the hallmarks of success in the digital media world.