legendary entertainment presentation at the chief analytics officer, fall 2016
TRANSCRIPT
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Disrupting Hollywood Paradigms with Analytics
October 2016
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Hollywood Paradigm: Four Quadrants
Note: Using the US population as an illustrative example.
Traditional Hollywood Four Quadrant
Legendary Applied Analytics Micro Segment
Four Quadrant: 4 groups of 80 million Micro Segment: 80 million groups of 4
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Hollywood Paradigm: Spray and Pray
General Population
Hard Core Fans
Market To
p D
ow
n
Audience
Box Office
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Legendary Analytics: Invert Audience Building
Extended Reach
Efficiency Gain
Market B
otto
m U
p
Box Office
Audience
Hard Core Fans
General Population
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People and Locations
Based in Boston
Extension in LA
Diverse set of over 70 people and growing
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People and Locations
Based in Boston Extension
in LA
Growing in Beijing
Diverse set of over 70 people and growing
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Transform Marketing
Identify, Understand, Reach, Persuade
Individuals
Goal: Reduce Media Spend by 15-20%
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Virtuous Cycle
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Virtuous Cycle
Conversation
Social People
Content
• 1.5B email addresses • 200M households with PII • Hundreds of attributes per
person from many sources
• 500M Twitter profiles • 100M Facebook profiles • Hundreds of attributes per
person from many sources
• Billions of Tweets • All of Reddit • All of Wikipedia • Thousands of news sites
and blogs
• Box Office by theater for all movies since 2007
• All US ads run since 2007 • Meta data by second for
thousands of movies
Substantial sets of data integrated in unique ways
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Virtuous Cycle
Web Traffic
Warcraft Dawn of the Planet of the Apes Hobbit 2 Hobbit 3
Hobbit 1
Godzilla
Jurassic World
Conversation Analysis
Social Interactions by Geography
Extensive analyses using traditional and innovative techniques
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Virtuous Cycle
Proprietary, sophisticated platform that integrates data, analytics, and campaigns
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Virtuous Cycle
•Build audience profiles •Create hundreds of microsegments • Identify key persuadable points •Produce detailed, actionable insights •Uncover persuadable audience •Measure changes in intent • Test and develop creative
Actionable insights emerging from data and analytics – at a rate of over 50 per movie per week
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Virtuous Cycle
Deep API integration allows for scale execution and sophisticated reporting
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Virtuous Cycle
Campaign data allows for continual optimization
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• Investment • $160 million Production
• $120 million Advertising
• Testing • 8 audience screenings (including extensive biometrics)
• 3 different versions screened in the same night (a record!)
• Reception • 26% by critics on Rotten Tomatoes
• 83% by fans on Rotten Tomatoes
• 98th Percentile in ratio of Critics to Fans reception
WARCRAFT CHINA CASE STUDY THE NEXT PARADIGM DISRUPTED
Extensive global release in June 2016 for a unique property
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APPLIED ANALYTICS: WARCRAFT CHINA CASE STUDY TARGETED MARKETING AT SCALE
Four-Quadrant publishing line
TENCENT PLATFORM
QQ tips window: 34.3M targeted ads.
BAIDU PLATFORMS
Nuomi: 29 million individuals targeted.
Maps: 17 million individuals targeted.
Music: 16 million individuals targeted.
Search ads: Thousands of keywords covered
Delivered 79 million impressions (high CTR at 3.5%)
150+ MILLION TARGETED INDIVIDUALS:
6.5x Return on Media
3.0x More Likely to Buy a Ticket
IMPACT:
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WARCRAFT CHINA CASE STUDY THE NEXT PARADIGM DISRUPTED
$300M+ box office in its first week, $430M+ total, with a record setting $230M in China
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Disrupting Hollywood Paradigms with Analytics
October 2016