Deductive

Deductive, formerly known as Dativa, operates as a data science and analytics company. The company was established in 2012 by a team that included Oxford data scientists and pioneers in TV data, Michael Collette and Tom Weiss. Their professional backgrounds are rooted in content recognition and advanced media analytics.

The firm specializes in providing data science services that assist clients in deriving meaningful insights from complex and granular datasets originating from modern media platforms and connected devices. Deductive's business model is centered on offering a portfolio of data science services that support media companies and advertisers through various stages of their data science development. This includes combining first and third-party data from sources like connected devices and set-top boxes, as well as measuring marketing attribution through a nationally representative panel. A notable achievement for the company was its groundbreaking work for Vizio's Inscape data analytics business.

In September 2020, Deductive was acquired by MarketCast, a company specializing in research, analytics, and data science for the media and entertainment industry. Following the acquisition, founders Michael Collette and Tom Weiss joined the MarketCast organization. This strategic move was intended to enhance MarketCast's capabilities by integrating data science and advanced analytics with its existing quantitative and qualitative research services. The integration allows for the analysis of a broader range of data to produce actionable insights for marketing and research leaders. One of the first products to emerge from this collaboration was Sponsor Analytics, a tool designed to measure how sponsorships impact sales, revenue, and brand metrics.

Clients of Deductive, and now MarketCast, include prominent names in media, consumer electronics, entertainment platforms, studios, broadcasters, and streamers. The company assists these clients in understanding fragmented audiences and the impact of their advertising by tapping into granular audience datasets. By deploying Deductive's data science resources, clients can address various marketing and research questions, such as examining viewership data from connected devices or predicting box office and TV viewership trends.

Keywords: data science services, media analytics, data consulting, granular datasets, connected devices, marketing attribution, audience viewership data, advertising impact, TV data pioneers, content recognition, advanced media analytics, Vizio Inscape, MarketCast acquisition, data engineering, set-top box data, media measurement, behavioral analytics, sponsorship analytics, brand affinity, audience fragmentation