Keynote deck by Justin Herz, EVP, Digital Strategy, Warner Bros

1. Justin Herz
EVP, Digital Strategy,
Products, Platforms
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BIG DATA DAY
LA 2018
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2. The Global Leader InThe Creation,
Production, Distribution, Licensing &
Marketing Of All Forms Of Entertainment
&Their Related Businesses.
We Stand AtThe Forefront Of Every Aspect Of
The Entertainment Industry, From Feature
FilmsToTelevision,Animation, Comic Books,
Interactive Entertainment & Games, Product
& Brand Licensing, & Broadcasting.
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3. INDUSTRY LEADER ACROSS KEY BUSINESSES
#1 OR #2 WW BOX OFFICE
9 OF LAST 10 YEARS
$4B+ WW BOX OFFICE
7 OF THE LAST 8 YEARS
THEATRICAL
#1 TV STUDIO
FOR LAST 9 SEASONS
ONE OF THE LARGEST LICENSORS OF
US PROGRAMMING
TELEVISION
ONLY STUDIO WITH
SCALED GAMES PUBLISHING
OVER $1 BILLION IN
2017 REVENUE
GAMES
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4. SOME OF THE WORLD’S GREATEST FRANCHISES
Classic Animation Horror
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5. • Exhibitor – AMC, Regal, ArcLight, etc.
• Digital – iTunes, Amazon, Netflix, Hulu,
etc.
• Physical –Walmart, Best Buy,Target, etc.
• Distribution –Television stations, cable
operators, etc.
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WB HAS LONG BEEN DISINTERMEDIATED
FROM ITS CUSTOMERS

6. To better address
its customers,
WB has invested
heavily in a
scaled data &
tech stack
• Hundreds of millions of
addressable entertainment
consumers – industry-wide
• Billions of entertainment
interactions recorded against
consumer database
• Trillions of business records
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7. The stack connects the entire studio
Sales
Supply
Chain
Production
Marketing
Physical
Pre-
Production
Ratings
Consumer
Research
Exhibitor
Social
Digital
Linear
Operations
Consumer
Behavior
Inventory
Spend
Competitors
Content
Protection
Over the
Top
Theme Parks
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8. And powers data science deployments
across the studio
• AI solutions in visual mastering, e.g. color correction
• Dynamic pricing optimization
• ML selection of audiences for marketing campaigns
• ML forecasting
• ComputerVision Analysis ofTrailers and Ads
• Autonomous vehicle R&D
• AI handling of manual processes
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9. Data Science
value is generated
via adoption,
but human
adoption is often
not automatic
Consumer Intelligence - Confidential 8
Data science measures of validity (prediction
accuracy, etc.) are often not enough to create
human adoption of a new data product
Data science adoption among business
stakeholders requires human adoption &
process integration
Integrating data science into a mature company
is not like integrating it into a technology
product
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10. Barriers to Data Science Adoption
• Inertia, i.e. businesses and people who
have functioned in a certain way for a
long time
• Data science outputs can look similar to
outputs from traditional methods, e.g.
market research
• Complex methods can have a “black box"
problem
• Fear of automation 9

11. Deploying data science across the
studio
• AI solutions in visual mastering, e.g. color correction
• Dynamic pricing optimization
• ML selection of audiences for marketing campaigns
• ML forecasting
• ComputerVision Analysis ofTrailers and Ads
• Preparing for autonomous vehicles
• AI handling of manual processes
Consumer Intelligence - Confidential 10
More confounding: the most accurate data
science techniques are often the least explainable
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12. Adoption of data science solutions can sometimes
feel like a faith-based religious conversion
Non-believers
Sudden conversion
Gradual conversion
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13. Easing adoption
• Data visualization as an entry point
• Interpretability and human
explanation
• Actionability
– Example: how valuable is a prediction
prediction without the ability to affect the
affect the prediction?
• Embedding data scientists within key
business groups, i.e. federated model
• Contextualization of results
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14. There is
NO
SILVER
BULLET
for
adoption
• Prioritize activity based on value / upside
• Understand upfront what is most valuable to
the business, e.g. explanatory analysis of the
underlying drivers / dynamics, accuracy of
prediction, etc.
• Deeply understand existing processes &
dynamics
• Remain flexible, work in parallel with existing
routines
• Reinforce the goals of AI, e.g. human
assistance 13

15. JOIN OUR
TECH TALENT COMMUNITY
WarnerBrosCareers.com
text WARNERBROS to 67076
Incredible OpportunitiesTo Create
BusinessValueThrough Cutting-Edge
Technologies & Data Science