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In this session, the ViacomCBS insights team shares how they manage data complexity across a massive entertainment portfolio. From local programming to global cultural shifts, their work enables creative and marketing teams to make decisions that are both audience-informed and future-facing. Hear how the team structures insight workflows, integrates social and behavioral data, and supports franchises ranging from Nickelodeon to Showtime.
This session offers practical strategies for research, brand, and content leaders seeking to scale insights across a fragmented media landscape.
How ViacomCBS organizes its insights function to support dozens of distinct brands and audience segments globally
The role of social listening and behavioral data in shaping content, franchise development, and campaign strategy
How to translate large-scale social conversation into culturally relevant, brand-safe insights that inform creative direction
Practical approaches to measuring sentiment, understanding fan behavior, and identifying emerging narratives across platforms
Lessons in cross-functional collaboration—how insights teams partner with marketing, programming, and executive leadership
Why centralized insight operations with localized activation are key to delivering timely and actionable guidance across markets
The strategic value of cultural intelligence in a world where audience attention is fragmented and real-time relevance is critical
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