PowerPoint Presentation

Big Data & Analytics in theDigital Creative Industries

Galit Shmueli Tsing Hua Distinguished ProfessorAnalyticsHumanityResponsibilityTalk @ Dept. of Filmmaking , Taipei National University of the Arts, Oct 17, 2015

Get Big Data

Use Big Data Analytics

Get Big Data

Content and platform providers

Competitors, entrepreneurs, developers, researchers

Publicly availableUnsolicitedDifferent angles

Analytics: Use Big Data

1. Predict viewing habits to provide user recommendations, display ads2. Understand user preferences to design the next episode / series3. Predict quality of experience to improve viewing experience

4. Identify target audience for new show to improve marketing strategies 5. Automate close captions creation & translation to improve user experience and expand market

User preference: Breaking Bad polls audience about plot in previous episode

Quality of experience: Netflix collects end-user data on physical location and buffering delays and bitrate. Range of devices, with different connectivity.

Target audience: Netflix uses for cover design for House of Cards; Universal uses for release of musical film Pitch Perfect8

1. Predict viewing habits to provide user recommendations, display ads

Google Play Music recommends playlists based on time of day, mood, and activities

www.digitalmusicnews.com (10/2014)

Search by mood, available time, plot preferenceSemantic search (movies with gangsters)Input film you like, get recs for films, books, bandsCompares your ratings to others with similar tasteRecommends similar films to movie you search forEvaluates your taste based on your movie ratings

http://www.cnet.com/news/top-10-movie-recommendation-engines/9

https://gigaom.com/2012/09/09/can-breaking-bads-story-sync-get-viewers-to-give-up-their-dvrs2. Understand user preferences to design the next episode / series

User preference: Breaking Bad polls audience about plot in previous episodehttp://www.fastcodesign.com/1671893/the-secret-sauce-behind-netflixs-hit-house-of-cards-big-data10

3. Predict viewing experience to deliver the best results Improve quality of experience (QoE)

Improve streaming quality

Quality of experience: Netflix collects end-user data on physical location and buffering delays and bitrate. Range of devices, with different connectivity.

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4. Identify target audience for new show to improve marketing strategies

www.fastcompany.comUniversal hesitated about how to market their film. It was a "difficult title to compare to others"was it more comedic? Did it resemble Rock of Agesmore? Was it likeSparkle?Footloose? Or just a teen comedy? Universal asked Analytics firm Fizziology to analyze how the film was being discussed on social mediaBefore its release they discovered:Pitch Perfect was already morphing into a cult hitUniversal changed their entire pre-release strategy. The film was released a week early, with a 1+1 ticket promotionUniversal claims it was the most extensive screening campaign in the studio's history

Target audience: Netflix uses for cover design for House of Cards; Universal uses for release of musical film Pitch Perfecthttp://www.fastcompany.com/3024655/pitch-perfect-and-how-analytics-are-transforming-movie-marketing12

4. Identify target audience for new show to improve marketing strategies Netflix used big data for color-design of the cover

Target audience: Netflix uses for cover design for House of Cards; Universal uses for release of musical film Pitch Perfecthttp://www.fastcompany.com/3024655/pitch-perfect-and-how-analytics-are-transforming-movie-marketing13

5. Automate close captions creation & translation to improve quality of experience (QoE) and expand to new markets

Speech recognition Natural language processing

Target audience: Netflix uses for cover design for House of Cards; Universal uses for release of musical film Pitch Perfecthttp://www.fastcompany.com/3024655/pitch-perfect-and-how-analytics-are-transforming-movie-marketing14

Competitors, entrepreneurs, developers, researchersAnalytics: Use Big Data

The social interactions between viewers while watching TV

https://youtu.be/ipfsuKwQYu0

Lets see Two Cases ofBig Data and Analytics in Film & TV

http://www.forbes.com/sites/robcain/2015/06/16/announcement-of-chinas-netflix-may-be-the-death-blow-for-netflix-in-china/18

Even if you have the data, it isnt easy to get recommendations right

Satyamev Jayate Popular Social TV Show in India

Study (based on Season 1)by Galit Shmueli & Sandeep KhuranaIndian School of Business, 2013

Publicly Available Data

YouTube

Google Trends

Daily volume fortop regions/citiesDownload CSVMissing for low volumeHow is a region defined?Other breakdowns?

Wikipedia

Looking at multi-source data

Challenges for OutsidersTechnologyData collection Merging multiple sourcesData availability Archiving policy (Twitter)Provider-determined (Google Trends)User-determined (YouTube)

Meaning of dataWhat is a YouTube view? Google Trends State?Missing data?Merging data sourcesLevel of aggregationWhat is a record?

Long term collection: Changes in data dissemination policy

Analytics for your own YouTube content are richer

Theres plenty of information also on other users contentData YouTube gives us directly

Data we can scrape from YouTube pages

www.youtube.com/watch?v=YphFNAVAdpE

www.forbes.com/sites/amadoudiallo/2013/10/06/pandora-radios-dominance-built-on-big-data-edge/

DNA of a Song

gender of lead vocalist,prevalent use of groove,level of distortion on the electric guitar

Big Data

Analytics

Google Developers On the challenge of YouTube video recommendations

www.youtube.com/watch?v=NXQiXdY8Sbk

Use humans to label a clip/movie/music:Tag best momentLabel their emotions & reactions (sad, laughing, scared, surprised)

Alternatives to Amazon Mechanical Turk (Chinese language websites?)

Analytics: Finding Patterns in the Data (using machine learning)Recommendations and what goes with what

Segmenting videos/users/etc.

Predicting user behaviorAfter tagging a large set of songs, videos, users

You can use machines for:

Competitors, entrepreneursdevelopers, researchers

Can Get Big DataUse Big Data Analytics

Salon.com is a US news website, that focuses on US politics from a liberal perspective, and on reviews and articles about music, books and films47

I'm a data miner, but I hope creative industry doesn't get corrupted by data mining

I have read an article recently in Wired about a music hit made basically based on data.(post on an Internet forum)

Andrew Leonard at Salon.com, considers some of the implications of TV in the era of Big Data

A creator is always looking ahead, never looking back

http://www.salon.com/2013/02/01/how_netflix_is_turning_viewers_into_puppets/48