Exceptional Entrepreneur: Samuel Stadler, Parrot Analytics

Parrot Analytics, national Rising Star winner at last year’s Deloitte Fast 50, is a highly innovative New Zealand company making a huge impact with large international organisations, including BBC Worldwide and Fox Networks. Marketing Director, Samuel Stadler says innovation for them means they consider their industry's current trends to understand what their current and future challenges might be. This allows them to develop relevant solutions that create value.


Tell us about what Parrot Analytics does?

We’re a data science company that empowers media companies, brands and agencies to understand global audience demand for television content. Wielding the world’s largest audience behaviour data sets, we’ve developed the world’s only global cross-platform, country-specific audience demand measurement system. We capture an unprecedented full spectrum of actual audience behaviour, including video streaming consumption, social media, blogging platforms, file-sharing and peer-to-peer consumption in 249 countries. This information and data helps media companies, for the very first time, to understand audience demand across all content distribution platforms in all markets around the world.


What factors will contribute to your continued growth over the next year?

We expect the a number of industry-wide factors to contribute to growth over the next 12 months: increased audience fragmentation, a proliferation of devices and new ways to access content, as well as new entrants into the TV content market like Facebook and Apple. These will all contribute to the industry’s continued requirement for a new standard in global TV audience measurement. Our system has been built from the ground up to address this measurement uncertainty, and sheds light on metrics that otherwise remain hidden, as well as helps content buyers and sellers make more accurate decisions and minimise risk. Clearly, the direct driver of our company’s growth is how well we continue to execute on our business model, specifically sales operations, customer success and establishing partnerships.


How do you motivate and engage your team?

We like to encourage everyone to ask the question: “Is this truly world-class?” This statement is a summary of our unrelenting focus, determination and commitment and contribution to our product, our customers and to the industry. We hold people accountable, demanding more, creating focus, reminding us all of the vision that we are working towards and expecting world-class outcomes across the board. Introducing a new paradigm in global content demand measurement entails changing industry stakeholder’s beliefs and behaviours around the world – and the reality is, “old habits die hard”. For this reason, it’s vital all our people are fully engaged and motivated in order to maximise our chances of success. Our call to be “the very best in the world” is heard loud and clear, daily. And in making this call, our CEO’s leadership is inspiring all of us to push harder and deliver more. We’re proud to have built a culture where people have both autonomy and responsibility. Parrot Analytics is a place where people are comfortable to challenge each other and hold each other accountable.


What are your team’s values and how do you inspire innovation in your business?

In terms of our people, we are heavily influenced by New Zealand culture while incorporating best practices from companies like Google. We place a strong emphasis on our shared values which drive everything we do – from company strategy to HR practices; what we call ‘”People Operations”. Our People Operations are based on the following: We deeply care about our people and want them to succeed in their roles and careers. We use data and key metrics to measure everything across our teams, from their productivity and happiness to workplace satisfaction and leadership. We are building our People Operations to acquire the best talent, build the best culture, develop the best team in the world at what they do and create a highly productive and results-driven team. To stay ahead of the curve there is a continued need to understand the latest industry trends. Innovation to us means that we seek out the industry's current trends and understand what the current and future challenges associated with these might be, allowing us to develop relevant solutions that create and capture value. Because we are building a world-first TV measurement system, we are disrupting decades of established processes and a reliance on survey-based, entrenched methods of measurement. This means we need to change the currently-held worldviews of some of the most respected studio executives in the entertainment business. Our team’s relentless focus on innovation, excellence, and determination to inspire each other to be results-focused and deliver 1% more each day, will, in time, allow us to disrupt these strongly held worldviews.


A Deloitte global survey has found a majority of private companies believe disruption from non-traditional competitors is likely in the next two to three years. Going forward, how does Parrot Analytics prepare for disruption when you don’t know when, or from where, it may come?

We don’t think true disruption is necessarily something you can prepare for. In saying that, we are applying several tried and tested principles across the customer development model: we’ll continue our focus on discovery where we test and verify customer problems against our product offering, as well as validation, where we test new product ideas along with relevant positioning, which leads ultimately to new customer creation, or increased value capture. So, to safeguard against peripheral disruption we will need to continue seeking out new customer problems and react to these with an innovation mindset where value can be created - for both parties.

06 March, 2018

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