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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.
11
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