In this era of hyper competition and digital connectedness, a new business model is emerging, one powered by data, with the consumer firmly at its center. Data has become M&E’s (Media & Entertainment) secret weapon for sustaining and improving consumer engagement and satisfaction.
Enter cognitive computing, which has the ability to examine the choices consumers are making, and under what circumstances, in order to understand and predict what consumers will want next. At IBM we view the most productive implementation of AI as a symbiosis of person and machine.
Two core domains are driving the application of machine learning. One is “audience” (customer or consumer) insight – reaching a new level of personalization by understanding their affinities, traits, likes, dislikes, and how they respond to media. The other is “content” insight – the enrichment of metadata and understanding what’s in the content to exploit it in new ways, in new formats and across new channels of distribution. Combine these, and M&E companies can apply cognitive insights to improve KPIs, including ad sales, content ultimates, productivity and efficiency, and margin growth.
AI is a positive disruption, one that demonstrates the art of the possible.
Steve Canepa is general manager, global telecommunications, media & entertainment industry, at IBM. Multichannel News
Steve Canepa. Leveraging Data to Win Viewers. Multichannel News.
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