Viacom, owner of household brands such as Comedy Central, Nickelodeon and MTV, is one of the largest media companies in the world, delivering more than 170 cable, broadcast and online networks in around 160 countries.

Monitoring of the digital networks which are used to pump their content into millions of homes gives them access to a huge amount of data, on how both their systems and their audiences behave. Like many large organizations, Viacom is currently manoeuvring to position itself as a fully data-driven company – with as few of the important decisions left to guess-work and gut-feeling as possible.

Source: forbes.com
Author: Bernard Marr