Vodafone Deutschland has gone live with Synamedia Clarissa to reveal actionable insights into viewing behaviour across its GigaTV service, resulting in improved product development, service delivery and monetisation possibilities. Running on over one million GigaTV devices including RDK and Android TV set-top boxes, the Clarissa data insights solution gives Vodafone pin-point accuracy about which viewers are watching a video stream at any given second, as one example of what it enables.
Clarissa is deployed as-a-service and supports other business insight systems at Vodafone. It provides a holistic view across all video and TV data, and complies with GDPR and local advertising standards.
Vodafone and its partner AdScanner TV use event data from Clarissa to measure advertising viewership, while taking into account how viewers’ interactions with the GigaTV service affects the effectiveness of an advert. Vodafone and its partners can also use the viewing insights to identify new audience segments of interest to advertisers and agencies. Insights also support Vodafone’s use of Synamedia Iris for addressable advertising.
Vodafone is using Clarissa to inform data-driven decisions such as the development of STB features, and how to update services to increase consumption. In one example, Clarissa took under 24 hours to uncover how many concurrent recording streams Giga TV viewers were accessing. This helped inform decisions about the capabilities to include in Vodafone’s next generation of STBs.
Wolfgang Zeller, Head of TV Architecture and Development at Vodafone Group, says, “What felt like mission impossible became mission possible thanks to Clarissa. It gives us a ton of information on the customer service usage so we can make really data-driven decisions. Integration with our existing infrastructure and third-party solutions was seamless and painless, with minimal disruption.”
“With Clarissa, we’ve created a single source of truth for Vodafone Deutschland to use across the organisation, and ensured it was GDPR compliant from the get-go,” explains Amruta Shankar, Director of Data and Analytics at Synamedia. “By normalising all the data into consistent video-aligned metrics, Clarissa offers Vodafone a treasure trove of insights.”
Vodafone has a multi-year contract with Synamedia (announced in April 2020) that includes other solutions, including set-top box software and security.