ANALYSIS STB Data Journey from set top box to web based audience metrics

STB Data JourneyFrom Set Top Box to

Web-based Audience Metrics

May 1, 2008

STB Data• Where is the Data Collected?

• Generally a piece of software is deployed on a set top box• The box records tuning and other viewing related behavior

• How is the Data Transmitted from the STB?• Generally, tuning and other viewing related behavior data

is stored in short term memory on the box• At a specified time or when triggered, the data is encrypted

and sent down the operator’s network• A computer server decrypts the packet and then correlates

the viewing data with basic billing information.• The server then removes any personally identifiable

information such as a STB ID• Finally, the fully anonymized data is dumped into a data

warehouse

Data Flow OverviewData Flow

• The STB app collects data and cues it for transmission

• The STB app packetizes the data, encrypts it and sends it down the HFC network

Overview

STB

TCPIP over HFC

Data Flow OverviewOverview

Data Flow

• The STB app collects data and cues it for transmission

• The STB app packetizes the data, encrypts it and sends it down the HFC network

• The encrypted, packetized data is received and sent to the Data Integration Store and Forward (DISF) server.

• The DISF server decrypts the packet and MAC address then integrates information associated with the MAC address such as Zip Code, Anonymous Household ID, and service tier level.

• The DISF server then strips the MAC address from the integrated data and replaces it with a persistent, unique and anonymous STB ID and forwards it the data storage facility.

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPN

Data Flow Overview

• The data storage facility organizes the data and makes it available to those entities authorized by the cable operator.

• Such access is controlled by secure socket layer (SSLv3) operating between the application layer, such as FTP, and the TCP/IP protocol of the network layer.

OverviewData Flow

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPNPrivacy Compliant Data Storage

Private/Public WAN

Data Flow Overview

• The data storage facility organizes the data and makes it available to those entities authorized by the cable operator.

• Such access is controlled by secure socket layer (SSLv3) operating between the application layer, such as FTP, and the TCP/IP protocol of the network layer.

• Once at the research partner, the privacy compliant data is aggregated at the zip code level and combined in a database with demographic data also aggregated at the zip code level.

• The research partner then provides demographically rich audience analysis for the cable operator as well as media buyers and other interested parties such as television stations, networks and 3rd Party Processors.

OverviewData Flow

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Privacy Compliant Data Storage

Private/Public WAN

Research & Analytics

User Interface

SSL3WWW

Private LAN/WAN

Or VPN

STB Data ComponentsData Flow

• Unique and Persistent ID• STB State Change Data

• STB Tuning: On/Off, Mute, Volume, Ch Up/Down • EPG: Direct Tune, Guide Navigation• iTV: Microsite Activity, Ad Views, Navigation• On Demand/DVR Commands: FF, REW, STOP,

Pause, SKIP• Time Stamp

Detail

STB

TCPIP over HFC

Data Flow STB Application Role• Collect and Package Data• Cue Multiple Packages• Encrypt Packet• Send Packet through HFC Network and Confirm

Packet Reception

Detail

STB

TCPIP over HFC

Upstream Demodulator and IP Router

Data Flow

• Accepts TCPIP over HFC• Converts to IP over Ethernet• Routes Packet to a Data Integration Store and

Forward Server (DISF)

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPN

DISF ServerData Flow

• Data Integration Store and Forward Server (DISF) decrypts data and associates Unique ID with MAC

• DISF Integrates ZIP, TIER, Anonymous Household ID with Unique STB ID

• DISF Replaces MAC Address with Unique STB ID• Encrypts Privacy Compliant Tuning Data

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPN

Privacy Compliant Data Storage• Anonymous STB ID associated with raw linear

tuning data, On Demand/DVR data as well as iTVand EPG data.

• The subscriber data is aggregated by cable system and operator

• Within the cable system, strand map information is also available

• Television programming schedules by network and time are also available for researchers

Data Flow

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPNPrivacy Compliant Data Storage

Private/Public WAN

Privacy Compliant Data StorageExample of privacy compliant data available for third party research partners:

Data Flow

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Private LAN/WAN

Or VPNPrivacy Compliant Data Storage

Private/Public WAN

Research AnalyticsData Flow

• Auditing and Error Checking • Compares tuning data to strand map for data

integrity• Linear STB tuning data is assembled and errors

noted• Tuning associated with errors is corrected or

discarded

• Cable Operator Marketing • Linear and Non-Linear viewing relationships• EPG Navigation statistics• High Definition analysis• Ad Supported, Digital and Movie networks

• Cable Operator Ad Sales • Local network ratings by SYS Code for all insertable

networks• Additional analysis to support ad sales initiatives

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Privacy Compliant Data Storage

Private/Public WAN

Research & Analytics

User Interface

SSL3WWW

Private LAN/WAN

Or VPN

Research Analytics• Networks and Local Stations

• Evaluate audience reaction to content• Evaluate effectiveness of promotional activity• Measure the effect “trick play” availability has on

audience behavior

• Media Buyers• Commercial ratings• Media planning, buying and posting tools• Audience sharing, program comparison tools,

commercial avoidance metrics by program and network

• User Interface• Web-based reporting• Customized dashboard functionality

Data Flow

Detail

STB

TCPIP over HFC Demodulation

& Routing

DISF Store & Forward

Private TCPIP

Net

Privacy Compliant Data Storage

Private/Public WAN

Research & Analytics

User Interface

SSL3WWW

Private LAN/WAN

Or VPN

Study Contributors:

Michael Vinson, PhD Bill Nemanick, PMPGordon Greenfield Brad DanaherFrank S. Foster

Original Study Commissioned by:

Comcast Communications

Questions or Comments?

Frank S. Foster, Sr. [email protected] New York312.285.0751 Chicago813.571.7830 Tampa