How Media Use Big Data

A system analysis of consumer behavior data leads to a dramatic breakthrough in making progress with your audience

Zoya Nikitina, founder of the personal recommendations service E-Contenta, talks about how to use big data to predict the interests of your online audience.

Media, in evolving and reforming over the course of centuries, has now, thanks to the editor in chief, struck the necessity to reevaluate the entire paradigm of the way publishing is done. It ever more persistently continues to demand calculation of user scenarios of the public in real time. Man’s creative potential in accomplishing this can and must be augmented by the exploitation of high-technology resources. We have observed a system analysis of consumer data behavior leading to a dramatic breakthrough in making progress with audiences. Publishing houses, TV companies, cable channels, and the media&entertainment industry itself have been gradually introducing new practices and constructing alternative business models.

Blossom — the social network bot from the New York Times.

Which of the stories being published would be best for you to duplicate on Facebook and Twitter? Out of over three hundred daily articles they produce daily, the periodical’s new employee — Blossom, the self-training program, will select just the top 50 stories that have the most potential for going viral. The periodical’s social channels have literally flourished: the materials Blossom recommends are reaching 120% more views than editor selections. Robot has defeated man: Blossom has an unlimited memory and it only continues to stock up on more and more data about readers’ activities while constantly sharpening up on its recommendations.

Spotify and Shazam Predictions

Spotify, the most famous music streaming service in the world, has learned not only how to predict users’ tastes, but even the public’s opinion as well. By using its preference analysis technology of over 60 million subscribers all over the world, Spotify has already been coming out with very accurate predictions of upcoming Grammy prize winners in major nominations for several years now. Shazam also entertains its users in the same way by processing data on its users’ interests. 
Spotify’s upcoming plans include complementing its music streaming with video content. It has already concluded agreements with channels ABC, BBC, Comedy Central, video content supplier Condé Nast Entertainment, as well as companies like Fusion, Maker Studios, NBC, TED, Vice News, and ESPN sports network.

Facebook Video Views Analysis

Starting in the Summer of the past year, Facebook began keeping statistics on the length of time people are viewing posts and video content. The analytics not only takes obvious statistics into account (whether the materials are liked and shared), but also data, such as what part of the video was expanded into full-screen mode, what parts are viewed in HD, and whether the user muted the video at any point. 
Facebook already knows how to choose content that has a high probability of resonating with the interests of the owner of a particular account. This is made possible in part by the preferences of the user himself, who defines his circle of interests by subscribing to updates from specific people and communities. By using this new technology, Facebook is able to determine on a behavioral level what each user and his or her friends will like. Furthermore, the technology is already learning whether certain content will be just as interesting to other similar communities that are characterized by other social or geographical factors.

Music Xray Robot Producer

Music Xray is an intellectual platform bringing together professionals of the music industry and regular musicians who dream to be heard by more than just their friends and neighbors. The music industry is very selective, it lives according to strict laws, and producers determine based on their mentalities and personal hunches who should be singing to millions of people and who should just keep it inside the shower. Xray determines the artists that have the highest amount of potential and promotes them in its consolidated base. Thus, musicians who are in demand get a chance right then and there to be heard both by big producers and small, independent labels. People on the platform also search for coauthors for artists who have already established themselves. The major difference between Xray and the heaps of other regular platforms that musicians pay for their work to be displayed on is its original concentration on the analytical component and technology of Big Data. The platform develops incoming music flows with astonishing results: 500 to 700 contracts are concluded through it every month.

Source: publishing in online marketing and communication media in Cossa’s digital environment, November 12, 2015.