What in the world is a

wildlifeplaincityΔιαχείριση

6 Νοε 2013 (πριν από 4 χρόνια και 1 μέρα)

101 εμφανίσεις

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What in the world is a

Knowledge Collaboration and why
is Bill Moult crazy enough to try it?

MRC Luncheon, December 14, 2012

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2


o
ur company,


my role within the company


Knowledge Collaborations


the MRC

Some Thoughts About…

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3

A

good hockey player plays
where the puck is.


Taking Advice From the Greats

A great hockey player plays
where the puck is going to be.

-

Wayne Gretzky



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4

When I joined Nielsen,


it wasn’t for the kind of company it is.






I
t was for the kind of company it could be.

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5

Bill Mou
lt

PA

NH


Why am I with Nielsen’s Media & Advertising Analytics?



In addition to Nielsen’s
WORLD CLASS MEASUREMENT,



we are excited to be building
WORLD CLASS ANALYTICS.



Carnegie Mellon

Wharton

Harvard Business

School

Busch Center

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6

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7

Evolving the company

What we want to be

Client
-
focused

Open

Integrated

Strategic

Client

Business
Partners

Knowledge

Collaborations

More

Watch
-
Buy
Connections

Strategic Center of
Excellence

How we’re going to get there

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8

Some Thoughts About Knowledge
and then
KnowledgeCollaboration

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9

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10

Some Thoughts About Knowledge Collaboration…

“Indigenous Knowledge Systems and Alaska Native Ways of Knowing,”
Barnhardt

and
Kawagley
, U. of Alaska Fairbanks

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11

Grand
Canyon

Augusta
National
Golf Club

Climate

Consumer
Buying
Behavior

Consumer
Media
Behavior

Slower change



Faster change

Rate of Change

DVD

DVR

VOD

VCR

Cable &
Satellite TV

Broadcast

TV

The first 50 years

The next 10 years

The most recent
5 years

Online

video for PC

Early

mobile video

Internet
connected TV

Internet
enabled TV

iPad TV

apps

Accelerating Pace of Change in Media

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13

Morning

Monday
-

Morning

Mature

Professional

51

Frank

LOCATION

SOCIAL

ACTIVITIES

MEDIA

EMOTION

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

A Day in the Life
-

Boomer

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14

Morning

Monday
-

Morning

Post
-
Grad
Suburbanite

24

Alex

LOCATION

SOCIAL

ACTIVITIES

MEDIA

EMOTION

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

A Day in the Life
-

Millenial

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15


The future
ain’t

what

it
used to be
.”

Yogi Berra




In other words…

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16

We let our new analytics team be a guinea
pig for Knowledge Management

Last year, we volunteered to be a test for Nielsen

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17

The guinea pigs are alive, well, and learning

new tricks

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18

The original guinea pig project

u

iKNOW for MAA

Simple framework, relevant content, dedicated resources

Early success stories


iKNOW

for MAA

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19


Decision questions
have far greater
value

than the other types of
questions.




Decisions

involve an action and a
choice among alternatives.
Information

on the other hand, is
used to make a decision
.



The answer to a
decision

question is a
recommendation

(or suggestion)
about what to do. The answer to an
information

question is a
conclusion
(or insight)
about
what we found
.




Decision Question
Answer:

Recommendation

Info Question I

Answer:

Conclusion/

Insight

Data I

Answer:

Result

Data II

Result

Info
Question
II

Data III

Result

CLIENT VALUE

As presented by Sid
Venkatesh

We should
educate
clients
and move them
up the value chain to enhance the value of
our contribution.

Decision Orientation


Quick Overview

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20

Early success stories


Decision Framework

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21

Early success stories


Solutions in Practice

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22

“We
have no end
-
to
-
end process for presenting Nielsen’s Watch &
Buy capabilities on Latino. This limits our clients’ growth as well as
our own
.”

u

Joe
Willke

& Sabrina Crow

Executive Sponsors of iKNOW Latino initiative


Early success stories


iKNOW

Latino

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23

Thought Leadership for Multi
-
Cultural America

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24

Other Recent Thought Leadership

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25

Nielsen’s Knowledge Collaboration

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26

Examples of knowledge sharing with priority
organizations including

ARF Knowledge @ Hand articles

Knowledge sharing with priority organizations

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27

Title of Presentation

Nielsen & WARC


A proactive sharing
relationship

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28

Knowledge Collaboration Dream Team

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29

Some Thoughts About the MRC…

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30

What does Knowledge Management look like

at
Conde

Nast?

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31

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32

How can we retain his knowledge and wisdom?

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33

Can this be
unforgotten?

Can this reach thousands of people?

Can this l
eave a professional legacy?

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34

Tell us

1
-
5 of the most important things
you’ve learned in your career

Let us capture, produce and share it with
our people, the MRC and you

Be Unforgotten?

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35

Another face we’ll recognize:

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36

Perception

Reality

Mind the Gap!

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37

Thank You!