The ESOMAR researcher paper archive is now open!
Members can sign in now for free access to the ESOMAR research paper archive
|Author(s): Caroline Epstein, Fabio Luzzi
Collection: Big Data World 2016 - Understanding People Through Smart Data
Keywords: Choice Modelling, Audience Research, Volume Estimation Research /STMS (Simulated Test Markets), Culture, Purchasing Behaviour
|PDF version (download)|
Members: EUR 12.00
As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses on network hits, cable executives now have to scrutinise the value of rerunning a successful show before investing. Viacom has built an accessible, visually appealing app that uses statistical and machine-learning techniques, such as clustering, predictive modeling, and collaborative filtering, to help the media industry make quick decisions that will benefit brands and their audiences. By "gamifying" data, we have made the app user friendly for acquisition experts, marketers, content strategists, and others outside of STEM fields who have shied away from quantitative analyses in the past.