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Why the future of TV is content, social recommendations, UX & personalization & Google's Really Big Data

Why the future of TV is content, social recommendations, UX & personalization & Google's Really Big Data | How are Organizations Using Big Data to Drive Performance? | Scoop.it
If you enjoyed "House of Cards" and the implications of Netflix's data-driven strategy, just wait until you get a sense of what Google could do in TV if it chose.

Via Gary Hayes
Eric DeMont's insight:

Key elements in the video (TV) marketplace of the future include:

-          Content

-          User Experience

-          Intelligence

In application, intelligence leads both content development and user experience in that big data can be mined to understand audience preferences and behaviors and even help predict a video’s (episodic show or movie) success based on an micro analysis of historical content in relation to likes, comments, tweets, plays, replays, etc.  This will help content produces to deliver great content and subsequently user experiences by being able to analyze not only the entire video in aggregate but specific scenes, characters and other content details.  Certainly some companies are better positioned to deliver upon this success  than others and Google, Netflix, Hulu and Microsoft are leading contenders.  I think Disney would also be in the mix as well as other progressive studios.  One thing is for certain, our viewing experiences will change, and likely for the better.

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Gary Hayes's curator insight, May 26, 2013 7:07 PM

Quote "

Whatever TV looks like in the future, it will be built atop three crucial components: content, intelligence and user experience. A fourth element, known as actually making money, hinges heavily on the "intelligence" part — which is to say, data. 

 

Similarly, we may one day see Google Now for TV. That is, anticipatory content recommendations fueled by your viewing history, social connections and insights inferred from a complex tapestry of data points from across services and devices. 

Recommendations are important (indeed, cracking this code certainly helped put Netflix in a position to win with House of Cards), but they're only the beginning of what's possible when television is fueled by very, very big data. As its video efforts ramp up, Google — like Netflix before it — will be able to factor in mountains of user data to determine not just what to recommend, but what content to buy the exclusive rights to, or even produce outright. 

Unlike other Internet TV shows, these new premium productions will sit within the world's biggest repository of online video. Sure, much of it is garbage, but the sheer scale of the material it has on hand increases Google's ability to smartly serve up relevant, worthwhile videos to people who come to check out its new shows. Not to mention how easy it would be to rope YouTube's casual, cat video-watching users into clicking the play button on their next big TV-style program. House of Cats, anyone?"

Dorothea Martin's curator insight, May 27, 2013 2:15 AM

"Whatever TV looks like in the future, it will be built atop three crucial components: content, intelligence and user experience. A fourth element, known as actually making money, hinges heavily on the "intelligence" part — which is to say, data. 

 

Similarly, we may one day see Google Now for TV"

How are Organizations Using Big Data to Drive Performance?
An overview of use case scenarios for big data
Curated by Eric DeMont
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5 Reasons Why Big Data Will Crush Big Research

5 Reasons Why Big Data Will Crush Big Research | How are Organizations Using Big Data to Drive Performance? | Scoop.it
This article is by Peter Daboll, CEO of Ace Metrix. We all are hearing a lot these days about “big data.”  But there is much confusion about what “it” is and what it means for marketers. Last year, Gartner defined big data as “high volume, high-velocity, and/or high-variety information assets that require [...]
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How are Organizations Using Big Data to Drive Performance?

An overview of use case scenarios for big data.

Eric DeMont's insight:

Big data holds the promise of helping organizations to viscerally understand their users, consumers, machines, processes and constituents and offering them the opportunity to embark on projects and initiatives that are highly nuanced, complex, transformative, differentiating and compelling in nature.  Study after study has confirmed that programs informed by insights generated by analyses conducted with big data can generate strategically differentiating results.  Sophisticated and innovative organizations including manufacturing, marketing, human resources, professional sports, politics, small business, health care, and entertainment are turning high volume, high velocity and unstructured data (big data into insight and insight into action. These actions include using big data based insights to:

-          Solicit campaign donations and voter turnout for political campaigns

-          Make programming and investment decisions for entertainment companies

-          Improve product quality in manufacturing

-          Increase employee performance and reduce turnover in HR functions

-          Create balanced scorecards for small businesses

-          Create personalized communications and experiences for marketers

-          Improve stadium profitability, team performance and fan satisfaction in professional sports

-          Creating new consumer markets for consumer data in Silicon Valley

-          Understanding consumer preferences in emerging markets

 

The application of big data principles is limitless and is only bound by the availability of data.  To this end, users need to understand that big data can’t answer every question and the ones that it can answer only suggest correlation, not causation.  That being said, big data is using science and data to enable effective fact based decisions that in general outperform decisions based on instinct and gut feel alone.  This scoop offers of a sampling of how organizations from several different industries have used big data to drive performance.

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Erik Marshall's comment, June 12, 2013 8:49 AM
Nice job.
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Big Sports: Powered By Big Data

Big Sports: Powered By Big Data | How are Organizations Using Big Data to Drive Performance? | Scoop.it
by Cecilia Tom and David Feinleib All across America, stadiums big and small sport household names – FedEx, Bank of America, Gillette, AT&T, Heinz.  Fans either tolerate or hate it, but there's little doubt that franchise owners don't mind getting...
Eric DeMont's insight:

Everybody knows the MoneyBall story and how Billy Beene revolutionized baseball by using data and analytics to build a competitive baseball team in the most efficient way possible. What everyone might not know is that the revolution hasn't stopped there. The sports industry in continuing to be a leading innovator is applying big data and analysis principles in their business model. Recent examples include:

 

1) Using real time information from guests at stadiums (tweets, instagrams, texts, etc.) to understand sentiment and reactions in order to inform offers and messages in the stadium

 

2) Crowdsourcing performance analytics from engaged fans to spur innovation, improve processing power and reduce costs

 

3) Delivering targeted messages via digital TV during telecasts based on personal preferences including team affiliation

 

4) Evaluating race car performance in real time to predict failures and optimize performance

 

In fact big data and its associated analysis may someday soon enable the first man vs. computer indy Nascar race. Big Blue vs. Danaca Patrick, we don't need big data analytics to tell us that this will sell alot of tickets.

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Automation IT Big Data - InTech

Automation IT Big Data - InTech | How are Organizations Using Big Data to Drive Performance? | Scoop.it
InTech Automation IT Big Data InTech We have all read and heard the stories in the media, including mainstream business publications such as The Wall Street Journal and The New York Times, about how “big data” is transforming business, saving money...
Eric DeMont's insight:

Big data use cases aren't just being generated by sales and marketing organizations. Manufacturers are also using high volume, high velocity asynchronous data (big data) to reduce costs and improve quality. Each step in the manufacturing process can generate terabytes of information each hour. Enterprising companies are mining that information to:


1) Understand defect and quality trends to predict failures before they occur and avoid costly repairs and warranty claims

 

2) Understand variability and improve tolerances and associated quality

 

3) Reduce costs of warranty claims by uncovering fraud, processing and training issues

 

4) Predict failures in installed / delivered products before they occur and resolve before end user experiences it

 

Manufactures, like political organizations and marketing teams have the opportunity to leverage big data to drive growth and performance

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gyroVoice: Using Big Data to Target the Right Consumers with the Right Offers

gyroVoice: Using Big Data to Target the Right Consumers with the Right Offers | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Should every visitor to your website be treated the same? Should each customer see the exact same offers, options, products and pages?
Eric DeMont's insight:

As marketing channels merge, PII data volumes increase and consumer expectations of personalization increase there are several best practices that organizations should respect in order to optimize consumer experiences and maximize return on investment.
1) Consumers think in terms of brands not channels, so organizations should strive to deliver consistent consumer experiences across CRM, site and social.

 

2) Personalization is complex. Rules based solutions are sub-optimal in speed AND level of granularity. Embrace dynamic and algorithmic personalization.

 

3) Don't up-sell and cross sell before you have the initial sale. As the old saying goes, pigs get fat and hogs get butchered. Don't scare price sensitive consumer off with higher prices (identify these consumers and treat them accordingly)

 

4) Bring your loyalty program online. Present tailored and relevant offers, information and recommendations to loyal customers based on their wants and needs.

 

5) Test, test, test. Develop programs, offers and experiences for all appropriate / relevant segments and test all major components of the campaign to optimize performance.

 

These best practices are far easier to identify than they are to execute, but successfully implementing them will allow organizations to realize uncommon success.

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In Media, Big Data Is Booming but Big Results Are Lacking - Ben ...

In Media, Big Data Is Booming but Big Results Are Lacking - Ben ... | How are Organizations Using Big Data to Drive Performance? | Scoop.it
The New York Times named 2012 the crossover year for Big Data: As a term and as a concept, Big Data broke through from the tech circle and into mainstream consciousness. (So much so that even Dilbert's boss was talking ...
Eric DeMont's insight:

While there have been huge investments in IT and Analytics to collect and analyze Big Data, thus far Marketing and Business leaders haven’t begun using facts and insights to develop ideas and make decisions.  Netflix does have a good use case scenario in using data to guide its investment and distribution decisions for House of Cards.  Best practices for companies to seeking ways to begin to harness big data include understanding:

 

 

1) What their audiences, users and consumers love

 

2) How they want to consumer content & interact with you - How consumer best relate to you 

 

3) What consumer’s motivations are behind their interaction with you

 

4) Where opportunities exist and where investments should be made

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How big data and technology are shaping the consumer landscape

How big data and technology are shaping the consumer landscape | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Li Hong says companies must embrace the changing interaction between brand and buyer
Eric DeMont's insight:

Big data isn’t just for organizations in developed countries, emerging countries are beginning to harness the power of big data as well.  In China where over 500 million people are on-line and over 300 million people have mobile devices, companies are using big data to understand consumer preferences more deeply than what would be available in a more costly and traditional demographic analysis.  Companies are using data to understand preferences in smaller, less prominent geographies and cities, speeding insights to market, enabling the development of targeted and personalized communications.  The preponderance of big data along with the fracturing of traditional channels and the dynamic nature of the economy and market make China a perfect use case for the application of big data and associated analyses.

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Big Data: HR’s Golden Opportunity Arrives - The Human Resources Social Network

Big Data: HR’s Golden Opportunity Arrives ABSTRACT   With the arrival of Big Data, HR is faced with an unprecedented opportunity to become more data-driven, analytical and strategic in the way that it acquires talent.
Eric DeMont's insight:

Organizations are using big data to fuel fact based decisions in all aspects of their operations, including human resources.  In this case big data can be used to enhance the performance of one of the most important human resource responsibilities, talent acquisition.  By combining proprietary offline information like employee skill sets, experience, background and performance with online information from job boards and other sources, organizations can gain a better understanding of the attributes that comprise a good candidate, the most effective channels to reach them and the best manner in which to communicate with them.  This will reduce the time and cost of sourcing talent while improving performance and increasing retention.  Progressive human resource organizations will leverage this capability to become more strategic and effective business partners. 

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Big data: The next frontier for innovation, competition, and productivity | McKinsey & Company

Big data: The next frontier for innovation, competition, and productivity | McKinsey & Company | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Big data will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus—as long as the right policies and enablers are in place. A McKinsey Global Institute article.
Eric DeMont's insight:

wow its cool

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Eric DeMont's comment, October 29, 2013 11:31 AM
your're right is cool
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Big Data Meets Presidential Politics | CSC

Big Data Meets Presidential Politics | CSC | How are Organizations Using Big Data to Drive Performance? | Scoop.it
In winning the 2012 presidential election, the Obama campaign successfully employed big data analytics to influence people and get them to vote. Analytics experts say enterprises can apply these same tactics to influence customers and drive sales.
Eric DeMont's insight:

In the 2012 presidential race the Obama team used big data and sophisticated analyses to raise money and track voters.  Using historical voting records, the team was able to identify and predict likely voters and then targeted them with communications to encourage them to vote.  The team used this information to develop social engagement platforms and video content that would resonate with the targeted users.  They also mined supporters networks, cultivating the shared credibility and influence of its key advocates.  The team credits its victory to it's ability to understand base constituent needs, mirotargeting its communications to those needs and constant monitoring and optimizing of the results and communications.  The campaign team was so successful that they have since started a very successful consulting company that advises clients on how to successfully deploy big data concepts to realize organizational objectives.

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CapitalOneSparkVoice: What Can Big Data Do For A Small Business?

CapitalOneSparkVoice: What Can Big Data Do For A Small Business? | How are Organizations Using Big Data to Drive Performance? | Scoop.it
An increasing number of small businesses are collecting and crunching volumes of data to lift their sales.
Eric DeMont's insight:

The benefits of big data aren't only available to big business, small business are leveraging it as well. Innovative and compelling use cases include:

 


1) Roofers using Google Earth to generate leads and asses job attractiveness

 

2) Restauranteurs creating balanced scorecards by identifying key metrics from across the enterprise by understanding their impact on the business and providing real time tracking on performance to key stakeholders

 

3) Flower shops putting sensors in shipments to measure the performance of their suppliers in delivering product in a safe and effective manner

 

 

Technology is making big data and its analysis more and more pedestrian to the point that medium and small business can now effectively and efficiently deploy it to differentiate themselves and drive their business forward.

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With Big Bucks Chasing Big Data, Will Consumers Get a Cut? - Xconomy

With Big Bucks Chasing Big Data, Will Consumers Get a Cut? - Xconomy | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Xconomy
With Big Bucks Chasing Big Data, Will Consumers Get a Cut?
Xconomy
As consumers, we're often told a stampede of “big data” will soon make our lives better.
Eric DeMont's insight:

Some enterprising companies are looking to change the game in incentivizing consumers (especially important for mobile users) to share PII information and then making it available (for a fee) to companies to use in targeting and personalization efforts.  The idea here is to augment and enhance the data available to companies (especially in developing countries where PII data is more scarce) while helping consumers monitize and manage their data in a safe, convenient and voluntary manner.  While their are barriers to the successful adoption of this business model, namely the current availably of PII information, consumer opinion and pending legislation, this approach could deliver a win / win scenario where companies gain access to consumer information and consumers are compensated for sharing their profile

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Harnessing Big Data | Path to Purchase Institute, the leaders in shopper marketing

Harnessing Big Data | Path to Purchase Institute, the leaders in shopper marketing | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Eric DeMont's insight:

Companies are using big data to become more customer centric in an effort to excite and delight them and encourage them to “activate”.  For instance, by using attributable customer data from a variety of sources, a retailer could predict someone’s lifestyle, marathon running for instance, and offer them menu solutions for athletes in training, offers to try performance products that haven’t previously been in their cart, communicate how they support runners (sponsorship of events, shoes for kids) an even suggest running routes that end near a retail location where runners could pick up prepared meals.  The marketing possibilities are endless so long as the data is available and the associated insights are robust.

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Why the future of TV is content, social recommendations, UX & personalization & Google's Really Big Data

Why the future of TV is content, social recommendations, UX & personalization & Google's Really Big Data | How are Organizations Using Big Data to Drive Performance? | Scoop.it
If you enjoyed "House of Cards" and the implications of Netflix's data-driven strategy, just wait until you get a sense of what Google could do in TV if it chose.

Via Gary Hayes
Eric DeMont's insight:

Key elements in the video (TV) marketplace of the future include:

-          Content

-          User Experience

-          Intelligence

In application, intelligence leads both content development and user experience in that big data can be mined to understand audience preferences and behaviors and even help predict a video’s (episodic show or movie) success based on an micro analysis of historical content in relation to likes, comments, tweets, plays, replays, etc.  This will help content produces to deliver great content and subsequently user experiences by being able to analyze not only the entire video in aggregate but specific scenes, characters and other content details.  Certainly some companies are better positioned to deliver upon this success  than others and Google, Netflix, Hulu and Microsoft are leading contenders.  I think Disney would also be in the mix as well as other progressive studios.  One thing is for certain, our viewing experiences will change, and likely for the better.

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Gary Hayes's curator insight, May 26, 2013 7:07 PM

Quote "

Whatever TV looks like in the future, it will be built atop three crucial components: content, intelligence and user experience. A fourth element, known as actually making money, hinges heavily on the "intelligence" part — which is to say, data. 

 

Similarly, we may one day see Google Now for TV. That is, anticipatory content recommendations fueled by your viewing history, social connections and insights inferred from a complex tapestry of data points from across services and devices. 

Recommendations are important (indeed, cracking this code certainly helped put Netflix in a position to win with House of Cards), but they're only the beginning of what's possible when television is fueled by very, very big data. As its video efforts ramp up, Google — like Netflix before it — will be able to factor in mountains of user data to determine not just what to recommend, but what content to buy the exclusive rights to, or even produce outright. 

Unlike other Internet TV shows, these new premium productions will sit within the world's biggest repository of online video. Sure, much of it is garbage, but the sheer scale of the material it has on hand increases Google's ability to smartly serve up relevant, worthwhile videos to people who come to check out its new shows. Not to mention how easy it would be to rope YouTube's casual, cat video-watching users into clicking the play button on their next big TV-style program. House of Cats, anyone?"

Dorothea Martin's curator insight, May 27, 2013 2:15 AM

"Whatever TV looks like in the future, it will be built atop three crucial components: content, intelligence and user experience. A fourth element, known as actually making money, hinges heavily on the "intelligence" part — which is to say, data. 

 

Similarly, we may one day see Google Now for TV"

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How Companies Learn Your Secrets

How Companies Learn Your Secrets | How are Organizations Using Big Data to Drive Performance? | Scoop.it
Your shopping habits reveal even the most personal information — like when you’re going to have a baby.
Eric DeMont's insight:

In this classic example of how marketers and retailers can use big data to understand and predict shopper behavior, needs and wants, Target has deployed an Analytic capability that is focused on mining shopper behaviors in an effort to understand lifestyles and life stages in order to communicate in the most relevant and compelling way possible to its guests.  In this case they have developed models that can predict when a guest is pregnant based on the products in her basket.  Using that prediction Target then suggests products that may be useful to the Mom during each stage in her pregnancy or motherhood.  This effort seeks to expand visitation and basket size, placing Target at the top of the pregnant mom’s shopping list and positioning Target as the store that understands her and her needs during this life stage.

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