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How 20th Century Fox uses machine learning to predict a movie audience • Google Cloud blog
<p>Understanding the market segmentation of the movie-going public is a core function of movie studios. Over the years, studios have invested in high-level data processes to try to map out customer segments, and to make predictions for future films. However, to date, granular predictions at the segment level, not to mention at the customer level, have remained elusive because of technological and institutional barriers.  

Miguel and his team have been able to lift some of those barriers by working with partners like Google Cloud. Together, we’ve built privacy-robust data partnerships to better understand moviegoers, and have developed in-house deep learning models that train on granular customer data and movie scripts to identify the basic patterns in audiences’ preferences for different types of films. In the span of 18 months, these models have become routine considerations for important business decisions, and provide one of their most objective, data-driven, and effective barometers to evaluate the tone of a movie, its affinity with core and stretch audiences, and its potential financial performance.

When it comes to movies, analyzing text taken from a script is limiting because it only provides a skeleton of the story, without any of the additional dynamism that can entice an audience to see a movie. The team wondered if there was some way to use modern, advanced computer vision to study movie trailers, which remain the single most central element of a movie’s entire marketing campaign. The trailer release for a new movie is a highly anticipated event that can help predict future success, so it behoves the business to ensure the trailer is hitting the right notes with moviegoers. To achieve this goal, the 20th Century Fox data science team partnered with Google’s Advanced Solutions Lab to create Merlin Video, a computer vision tool that learns dense representations of movie trailers to help predict a specific trailer’s future moviegoing audience.</p>

This is entirely predictable, though also slightly weird. However, notice what happens: the right-hand column is what it forecast, the left-hand what happened. The ones to pay attention to are the unexpected, grey ones - particularly Deadpool. <br /><img src="" width="100%" />
machinelearning  trailer  google  audience  film 
16 hours ago by charlesarthur
Geo-Data Is No Longer Just A Targeting Tool; It's An 'Understanding' Instrument |
Initially the focus in the market was very much around the basic concept of proximity based targeting, but we have been constantly pushing the envelope with our clients, to move more towards mobile and location as keys to understanding consumer behavior and building high fidelity flexible audience types. This means using location and location history to build behavioral profiles (we were the first company to do this at scale)
location  geolocation  digital  marketing  customer  journey  audience  profile  segmentation 
7 days ago by pciszewski
Film Funda: Funding Your Independent Film |
Superb advice for funding indie films [India-focused but applies anywhere]
howto  indie  documentary  funding  finance  India  pitch  audience  bullsi  19plx  example  crowdfunding 
14 days ago by csrollyson
A 201 guide for taking your newsletters to the next level—growing the lists, making money, and more.
advertising  analytics  audience  editorial  email  email-campaigns  guide  marketing  media  newsletter  newsletters  resource  sponsorships  tutorial 
16 days ago by atran
A 201 guide for taking your newsletters to the next level—growing the lists, making money, and more.
advertising  audience  editorial  email  marketing 
21 days ago by aperfect
A 201 guide for taking your newsletters to the next level—growing the lists, making money, and more.
newsletter  guide  tutorial  audience  email  email-campaigns  marketing  resource  learn 
23 days ago by ilijusin
Apple ITP Impact More Severe Than Expected
"Intelligent Tracking Prevention"

Safari and Firefox deleting third-party cross site cookies

50% of retargeting lists disappering daily.

The third-party cookie is the Achilles heel of programmatic advertising. The platforms with logged-in users know this and are systematically inching closer towards a world where a cookie-dependent ad ecosystem no longer exists. Safari and Firefox have already implemented measures against third-party cookies.
measurement  tracking  cookies  apple  attribution  data  audience 
23 days ago by joshuabmarsh
Intentional Practice for Museums: A Guide for Maximizing Impact - 9781538106365
Intentional Practice for Museums: A Guide for Maximizing Impact introduces the Cycle of Intentional Practice—a practical approach to planning, evaluating, reflecting, and aligning your work.

museums  impact  audience  mission  pubmedia 
29 days ago by craigrosa
How Red Bull optimises need-state-based retail activations | WARC
“Personality traits are not fixed, and moods, mind-sets and behaviour can be culturally led by the 'herd' around us. The same person can be different people depending on the situation, and can thus find themselves belonging to two or even three segments depending on which mode or role they are in”.


Key segments

Four segments were immediate consumers:

Spontaneous energy seekers
Quick-stop planners
Leisurely single searchers
Treat hunters
A further six bought for future consumption:

Social cold stockers
Benefit browsers
Deal chasers
Trendy potentials
Functional finders


The biggest opportunity for Red Bull, she said, is to open up Functional Finders and Quick-Stop Planners.
brand_redbull  audience  research  customer_experience  dtc  groundingdocs  segmentation 
29 days ago by JohnDrake

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