西南偏南音乐节（SXSW）以其会议内容、主持人和艺人以及 40 万参会者的多样性而著称。今年的音乐节为尼尔森分享数据代表性和多样性的重要性提供了完美的背景。
Nielsen released new research during SXSW about the risks associated with only using big data for audience measurement, and those risks involve representation. Kelly Abcarian, General Manager of Advanced Video Advertising for Nielsen, presented the findings during the “Taming the Flood of Accurate Data Measurement” session. During her presentation, Kelly described the work Nielsen has done to address the evolving fragmentation in the media market by synergizing a big data approach with return-path data (RPD) providers.
So what exactly is RPD?
就电视观看而言，RPD 是消费者传送回机顶盒的数据，例如打开设备、更换频道或从视频点播 (VOD) 菜单中选择节目。虽然这些数据很有价值，但并不针对特定的个人，也不能代表整个电视领域。
Abcarian 描述了仅使用这些大数据集来了解不同受众所面临的挑战，并深入探讨了为什么无论大数据的大小和规模如何，公司都无法通过加权或建模来考虑缺失的受众行为。
"Kelly 强调说："这些大数据集不能用来表示它们没有测量和捕捉到的东西。
例如，安装了机顶盒并能返回数据的家庭，与安装了机顶盒但不返回数据的广播电视家庭、仅有宽带的家庭，甚至有线电视/卫星电视家庭，在行为上是不同的。
“As we work to train data sets—or, create synthetic ones—it’s essential to know the quality of the input in order to drive an outcome that brings transparency and truth, which is why we invest heavily in our representative panels,” said Kelly. “Big data and panels both have a role in today’s marketplace, and Nielsen is proud to have a unique combination of both to advance measurement for the future.”
非个人层面的数据，如仅有 RPD 的数据，忽略了人们的文化和生活经验。战略倡议与消费者参与副总裁斯塔西-德-阿玛斯（Stacie de Armas）和尼尔森音乐高级副总裁大卫-巴库拉（David Bakula）在 "拉美裔的数字生活 "会议上，利用我们的个人层面数据（该数据捕捉了拉美裔消费者与媒体互动和进行购买的独特方式，并受到了文化的影响），说明了能够与这些消费者建立真实联系的品牌所面临的机遇：文化、内容和社区 "会议上，为那些能够与这些消费者建立真实联系的品牌提供了机会。
“Technology has fundamentally changed the U.S. Hispanic consumer experience. Their relative youth, and predisposition to all things tech and digital, help us understand just how influential these consumers are in shaping American trends,” said Stacie. “U.S. Hispanics are tech ‘super consumers’ and trendsetters. Understanding what drives their affinity for the newest gadgets, apps and platforms provides an opportunity for brands to digitally engage this consumer and drive future growth.”
Stacie 呼吁与会者不要低估文化的影响，以及渴望与家人和社区建立联系在拉美裔消费者如何与技术互动中所起的作用。"美国拉美裔消费者在日常生活中对个人联系和分享的偏好深深植根于文化之中。因此，这些消费者在数字平台上寻求类似的个人互动。这凸显了与当今拉美裔消费者进行真实、个性化的数字对话的重要性"。
大卫在演讲中强调了音乐在拉美裔数字体验中的关键作用。"音乐对拉美裔消费者来说非常重要，他们比其他任何群体都更喜欢听音乐，在音乐上的花费也更多。拉美裔群体处于所有数字事物（包括数字音乐消费）的前沿，拉丁音乐流派也因此受益匪浅"。
David shared that U.S. Hispanics are “experience music consumers,” which means they prefer curated experiences like playlists, and they skip fewer songs when streaming. He also noted that Hispanics spend more time connecting socially with artists and other fans, as they are more likely to share music with friends and family. “Music offers a unique and authentic opportunity for brands to connect with the US Hispanic consumer.”
我们在 SXSW 的参展重点是细化消费者体验，因为随着世界变得更加多样化，媒体生态系统更加分散，公司必须深入挖掘消费者，以帮助他们推动未来的增长。
