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Big Data Analysis Invades Amazon TV

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Deutsch: Logo von Amazon.com

Deutsch: Logo von Amazon.com (Photo credit: Wikipedia)

Amazon continues to surprise. Its latest segue from online shopping and shipping megalopolis is a venture into streaming video via Amazon Studios. The team is attempting to predict the next hit TV series from pilots featured on Amazon’s website in April.

Rather than use internal creative professionals from studios and production houses to select TV pilots for long-term runs, Amazon put 13 pilots on its website and allowed visitors to vote.

Here’s what’s amazingly basic about this whole story. The metrics Amazon used to determine its pilot selection were:

  • Likes
  • Shares
  • Votes
  • Surveys
  • Comments

This fascinates me because of its simplicity. There is so much emphasis being placed on big data analysis and how data drive strategy. While Amazon is certainly using big data (in this case a lot of people placing votes, right?) to influence video streaming program selection, it didn’t indicate it used in-depth software and programming to analyze which show will become a hit.

According to the Wall Street Journal, “Amazon Mines User Data in Search of TV Hits,” on Nov. 2-3, 2013, Amazon Studios has selected three of the top-ranked vote getters and put them into production. The pilots are slated to be made available to Amazon Prime members in November.

What does this imply for your own big data analysis? Could we perhaps be putting too much emphasis in data when the simpler metrics of likes, shares, votes, and comments are sufficient?

How are you using big data in your business? Is its analysis truly driving strategy, lead generation, and sales?

Coming from a public relations background where data used to be the bailiwick of marketing, the numbers were rarely my favorite. It’s hard to crack that barrier to entry, but it’s stupid not to. Numbers do tell stories especially when you’re smart enough to interpret them.

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Fashion Brands And Fashionbi Big Data

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Fashionbi-Newspaper.jpg

Credit: Fashionbi Newspaper screenshot via https://fashionbi.com

The world’s largest fashion brands are ubiquitous. Every developed country and most every woman within yearns for a stylish handbag by Louis Vuitton, Chanel, Gucci, Hermes, Dior, Prada, or Yves St. Laurent. Across worldwide time zones and language barriers, a high-end and classy handbag requires no translation.

A handbag from either of these brands is more important than just being chic. Women in Hong Kong short on cash are using their hand bags from four global fashion brands as collateral for loans. The girl short on money between pay checks turns over her handbag for authentication via Milan Station Holdings and gets 80% of its value from Yes Lady Finance Co. When she’s able to pay off the loan, she earns back her handbag. The Wall Street Journal had this story Aug. 14, 2013, “Cash Is In The Bag, If It’s Gucci.”

What does that mean for the brand? Each has an iconic statement women want; what that means is the need for a more targeted focus on engaging with the customer and having the customer engage positively about and with the brand, called a net promoter score.
How do brands track and listen on a global scale?

Fashionbi Is Big Data of Fashion

Recently, I had the pleasure of being introduced to Italian startup, Fashionbi. It’s the “complete digital marketing tool for the fashion industry,” with big data and analytics crossing borders and time zones for the world’s global fashion brands. Based logically in Milan, Fashionbi has offices worldwide and is growing exponentially.
Its ability to track social media analytics on Twitter and Facebook via Profiles across the world, including Weibo in Chinese, puts Fashionbi squarely at the forefront of its sector as a company to watch and work with.

Not only can Fashionbi share brand engagement by social media channel, it can also provide deep analytics of content quality and value. I got a look at its dashboard for member users only, and it blew me away. The graphs and charts typical to any users’ dashboard put Slideshare presentations to shame.
When I saw the analytics Fashionbi produces with sleight of hand, I immediately suggested it launch or purchase a digital marketing shop to execute on the big data being produced every minute of every day across every time zone. The wealth of information in Fashionbi’s dashboards requires expert assistance from marketers and public relations to interpret the data and put it into action for fashion brands.

Care to learn more?

Fashionbi on YouTube

Check out this YouTube video, two minutes of polished and well-done by the folks at Fashionbi. Even if you’re not that interested in a high-end handbag from Louis Vuitton, you have to admit, the analytics this company produces is enough to make you slap happy.

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Get Ready For The Chief Everything Officer

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credit: chiefmartec.com

The chief marketing officer manages public relations, marketing, advertising, and social media. It’s no secret that analytics and big data have pushed the CMO into the realm of tech, encroaching on the IT department.

Silos in organizations have IT squarely functioning on its own, reporting to the chief technology officer. When do marketing and technology collaborate? Probably in the conference room and perhaps at a few meetings.

A recent issue of Advertising Age on the future of marketing has raised this very issue – marketing and technology are converging at a fast pace but the squabbling is still alive and well in many firms and large organizations.

Other reports suggest the role of the chief marketing officer is fraught with little tenure – the average length of time in this position is about 18 months. Why is that?

I reckon a solid guess that social media and the outside-in communication style of consumers has pushed marketers into a frenzy to dissect and measure. As the IT department stood alongside watching the festivities, marketing took on big data and added it to its mix. Did it make it any easier for marketers to have all these stats flying around every day? No…social media ROI remains elusive.

The other thought is that CMOs are fighting for influence.  A recent study by Appinions, an opinion-based influence marketing platform, studied the level of influence by marketers in a highly popular paper with results published by Forbes. I imagine the chief marketer wants more influence over all of it, right? After all, the CIO or CTO has been relegated to a silo for so many years…but I feel a sea change brewing!

So, what’s going to happen in the corner office?

Is there anyone highly qualified to catch the curve balls in this new normal? Does anyone have the competency to manage all these departments converging in the C-suite? Methinks anyone in the CMO position today is working their arse off to stay smart and be ahead of the game.

Instead of all these chief whatever officers, I’m imagining the Chief Everything Officer…it sounds so much more, well, inclusive, doesn’t it?

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