This document discusses Shanghai Media Group's (SMG) use of media asset management (MAM) systems to analyze user data from their archives. It outlines how SMG has evolved their MAM systems since 1984 to be more user-oriented in the digital era. User data analysis is used to build user portraits for editorial staff, archive staff, and the public. Analysis of download histories, search words, and click-through rates helps SMG improve search precision, identify underutilized archives, and reduce cataloging costs. Knowledge management initiatives also aim to facilitate cross-system searching and knowledge sharing across SMG's MAM systems and platforms.

1. Applications of Users' Data Analysis
in SMG MAM Systems
WangYi

2. Shanghai Media Group (SMG)
● TV
● Radio
● Print
● New Media
● Tourism & Real Estate
● Live Entertainment
Capital Assets : RMB 43.5 Bln
Employees : 18,000

3. Shanghai Audio Visual Archives (SAVA)
Established in 1984
Belongs to SMG
1.3 Million Tapes of Archives
530,000 Hours Digital Files
Historical Archives of Shanghai
Implement MAM Systems since 2002

4. The Evolution of SMG MAM Systems
Carrier
Digitization
Content
Knowledge
1984～1999
2000～2005
2006～2012
2013～2016

5. User Oriented in Omnimedia Age
Archive
UserSystem

6. User Portrait Based on Data Analysis
Editorial Staff
Archive Staff
Public
User Portrait

7. Users' Data Analysis
V
Life Cycle of Files
Proportion of Downloads
Download History1
V
Precision Ratio and Results Ranking
Business Scenario
Search Words2
V
Mine the Value of Archives
Reduce Cataloging Costs
Click-through Rate3

8. Download History
Particular Period Particular User Particular File

9. Download History
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
1M 3M 5M 7M 9M 11M 13M 15M 17M 19M 21M 23M
News
Sports
Finance
Entertainment
Life Cycle - Period between Creation and Download Date

10. Download History
0.0%
20.0%
40.0%
60.0%
80.0%
Local Domestic International Others
For Own
For ALL
Proportion of all Downloads and Own Category

11. Download History
Peak or Trough - Time Distribution of Downloads
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
News
Sports
Finance
Entertainment

12. Download History
User Self-Download and Manual Assist
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
News Sports Finance Entertainment
Self
Assist

13. Search Words
Why users can not find what they want?
● Precision Ratio and Results Ranking
● Business Scenario
Scenario
Catalogue
Search
Habits

14. Search Words
Own Enterprise Standards for Cataloging

15. Search Words
Search Words & Controlled Vocabulary
交通整治
梅葆玖
麦克
拉伦
创意天下
郭敬明
博尔特
温州
黄山
气候大会
欧洲杯

16. Search Words
Keep up the Pace of Content Production in New Environment
Cataloging Standard
 Video
 Audio
 Image
 Text
Automatic Cataloguing
 Segmentation
 Text entry
 Character recognition
 Eliminating redundancy

17. Click-Through Rate
Mine the Value of Archives (Especially Those rarely Downloaded)
Have been
Downloaded
Have not Been
Downloaded
45% 55%
Archive in SMG News MAM
Value
Download
History
Experience
Click-Through Rate
Evaluation Indicators & Subjective Judgment

18. Knowledge Management
SMG MAM Systems Located in Different Mansions

19. Knowledge Management
MAM Portal for Cross-System Search and Download

20. Knowledge Management
MAM Encyclopedia for Knowledge Sharing Community

21. Knowledge Management
Official Website and WeChat for Archive Social Sharing

22. Thanks