10/25/2019

Daily Buzz: An Offbeat Example of How Data Can Inform Anything

Data without context is pointless

Whether you like him or not, chances are you’ve seen an Adam Sandler movie or two (or more—we won’t judge). And, as the credits started rolling after his latest film, you might have wondered: Why—and how—was he able to put another movie through production?

The answer: data. Data shows that people watch, and seemingly enjoy, Sandler’s movies. That’s why Netflix took the risk and signed the actor to a multimillion-dollar, multi-movie deal—twice.

“Netflix wasn’t taking a gamble on Sandler and hoping people would tune in—it was providing a product for a paying audience that was, figuratively speaking, already in the seats and waiting for the movie to start,” says Aaron Raddon on CMSWire.

But data is only part of the equation. The context behind it plays a crucial role, too.

“Netflix, for example, organizes its data using a highly complex system of content affinities and features. A film like ‘The Waterboy’ might have hundreds of different features: sports movies, football movies, underdog movies, Adam Sandler movies, SNL alumni movies, comedies from the 1990s, etc.,” Raddon explains. “Understanding which data features are driving customer actions is what allows Netflix to recommend the next best experience. Think of it as adding intent to an action.”

The takeaway: Before developing a product or new offering, take a look at your member data, along with the intent behind it. What story does it tell? Then, use those insights to give members what they want. And who knows, maybe there will be enough demand to match Sandler’s 60-some movies.

Please select this link to read the original article from Associations Now.