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Audience Intelligence
At the Frontier
June 21, 2016
IS THE ENEMY OF EVERYTHING
COMPLEXITY
Higher-Level Needs
Physiological
Safety
Belonging
Esteem
Self-actualization
Self-actualization
Esteem
Belonging
Safety
Phy...
1.28 x 10
30
demographic segments
in DMPs
4 x 10
79
atoms in the universe
Here Lies the Problem
Problem #2
0
1.5
3
4.5
6
2008 2009 2010 2011 2012 2013 2014
Leisure & Sports Watching TV Arts & Entertainment
Leisure & En...
Entertainment Economics
Demand
Supply
(available experiences)
(leisure time)
less supply, more demand = experience maximiz...
Product Consolidation
More
experiential
Less
experiential
Lower
emotional intensity
Higher
emotional intensity
Entertainme...
COST OF TIME
Entertainment Products
By Risk Profile
AMOUNT OF AVAILABLE
INFORMATION
Less
high-concept
stories
lower
cost
hi...
solution: a new game
static demographic
segmentation
is dead.
… it’s the stories
that rule the world.just 36% of video ads...
Analytics vs. AI
Analytics AI
Input Layer
STATIC COUNTING LAYER
MACHINE LEARNING LAYER
MODELS
Input Layer
STATIC COUNTING ...
“interestingness”
bit compression rate
low
compression
rate
high
compression
rate
there is an ideal compression rate (rati...
neuroscience
for the first time, neuroscientists have “mapped”
words and stories to specific regions the brain
confidential
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Big Data Day LA 2016/ Use Case Driven track - Data and Hollywood: "Je t'Aime ... Moi Non Plus", Yves Bergquist, Project Director, "Data & Analytics", USC - Entertainment Technology Center

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Application of machine learning to problems such as script and story analysis, audience segmentation, and security, is revolutionizing the way Hollywood is creating and marketing entertainment.

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Big Data Day LA 2016/ Use Case Driven track - Data and Hollywood: "Je t'Aime ... Moi Non Plus", Yves Bergquist, Project Director, "Data & Analytics", USC - Entertainment Technology Center

  1. 1. Audience Intelligence At the Frontier June 21, 2016
  2. 2. IS THE ENEMY OF EVERYTHING COMPLEXITY
  3. 3. Higher-Level Needs Physiological Safety Belonging Esteem Self-actualization Self-actualization Esteem Belonging Safety Physiological 0 2016 audience attributes
  4. 4. 1.28 x 10 30 demographic segments in DMPs 4 x 10 79 atoms in the universe Here Lies the Problem
  5. 5. Problem #2 0 1.5 3 4.5 6 2008 2009 2010 2011 2012 2013 2014 Leisure & Sports Watching TV Arts & Entertainment Leisure & Entertainment Time Source: Bureau of Labor Statistics Source: Engadget Number of Mobile App Launches/Month DEMAND SUPPLY<
  6. 6. Entertainment Economics Demand Supply (available experiences) (leisure time) less supply, more demand = experience maximization With leisure time capped, the consumer’s goal is now to obtain a higher level of experience per unit of time NOVAMENTE.
  7. 7. Product Consolidation More experiential Less experiential Lower emotional intensity Higher emotional intensity Entertainment products become features in newer, more experiential products delivering more intense emotional states becomes a feature of this becomes a feature of this become a feature of this all entertainment products become features into one final product (VR/AR)? become a feature of this
  8. 8. COST OF TIME Entertainment Products By Risk Profile AMOUNT OF AVAILABLE INFORMATION Less high-concept stories lower cost higher cost Viral video Home entertainment Release Theatrical No pre-awareness Theatrical pre-awareness (tentpole) non-Imax Console game (franchise) Netflix binge-watch Mobile Game Theatrical pre-awareness (tentpole) + Imax Coachella Disneyland More high-concept stories CERTAINTY OF PAYOFF Console game (non-franchise) Audiences make choices about emotional states as their expected payoff NOVAMENTE.
  9. 9. solution: a new game static demographic segmentation is dead. … it’s the stories that rule the world.just 36% of video ads are delivered to the households that account for 98% of CPG purchases behavioral targeting sucks. the “typical consumer” is no longer typical large categories & averages dynamic micro-segments let’s segment people by the stories that resonate with them Trump & Sanders Transcend Demographics .06% of banner ads get clicked on PSYCHOGRAPHICS DEMOGRAPHICS STORYGRAPHICS
  10. 10. Analytics vs. AI Analytics AI Input Layer STATIC COUNTING LAYER MACHINE LEARNING LAYER MODELS Input Layer STATIC COUNTING LAYER KNOWLEDGE REPRESENTATION LAYER DECISION MACHINE LEARNING LAYER MODELS FEEDBACK ML AI
  11. 11. “interestingness” bit compression rate low compression rate high compression rate there is an ideal compression rate (ratio of known to new) that draws the brain to want to collect new training data familiar people, problems, characters, stories, emotions and situations unfamiliar people, problems, characters, stories, emotions and situations known new too known too newPERFECT RATIO
  12. 12. neuroscience for the first time, neuroscientists have “mapped” words and stories to specific regions the brain confidential

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