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MAKING DATA TALK
CONVERTING COMPLEXITY INTO SIMPLICITY
THROUGH DATA VISUALIZATION
ERIC DALY
VICE PRESIDENT, DATA SCIENCE AND ANALYTICS
AGENDA
• Core Responsibilities
• Home Entertainment Primer
• Visualization Examples
• New release forecasting
• Account analysis
• Title performance
• Questions
2
3
4
CORE RESPONSIBILITIES
CORE RESPONSIBILITIES
• Strategy for home entertainment performance
• Market overview
• Technology challenges and customer migration
• Overall profitability
• Industry Reporting
• Retail and Account Analytics
• Account performance
• Test and learn activities
• Customer segmentation and affinity analysis
6
HOME ENTERTAINMENT PRIMER
HOME ENTERTAINMENT
8
Home Entertainment History
• Migration from brick and mortar rental to the currently popular SVOD model
• Profitability to the studio varied widely by which disruptor achieved favor in its launch
• The migration to SVOD hurts home entertainment specifically due to it not being transaction based
HOME ENTERTAINMENT
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Total Sales
• Box office is heavily correlated with eight week sales performance
• Release date, MPAA rating, and whether or not a title is a sequel comprise some of the items that can alter the home video performance
• While physical sell-through (PST) has decreased over time, electronic sell-through (EST) has sometimes offset the declines
$86.9 $127.4 $90.4 $150.4
10/12 4/14 6/15 3/16
956K 921K 1,036K 1,042K
Box Office
Release Date
Eight Week Sales
HOME ENTERTAINMENT
10
Conversion
$86.9 $127.4 $90.4 $150.4
956K 921K 1,036K 1,042K
Box Office
Eight Week Sales
11.0 7.2 11.5 6.9
Conversion
• Box office is heavily correlated with eight week sales performance
• While physical sell-through (PST) has decreased over time, electronic sell-through (EST) has sometimes offset the declines
• Conversion is how well a title sold relative to its box office
HOME ENTERTAINMENT
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Conversion Index
13.2 9.2 10.0 9.6
Conversion Avg
84 79 115 72
Conversion Index
11.0 7.2 11.5 6.9
Conversion
• Box office is heavily correlated with eight week sales performance
• Conversion is how well a title sold relative to its box office
• Conversion index measures how well a title converted its box office relative to that genre group’s average conversion that year
VISUALIZATION EXAMPLES
• New release forecasting
• Account analysis
• Title performance
• Slides show some of the progression of new release reporting in just a few years period
• Initial views typically only paid attention to the sell-through portions of the business
• Views were heavily focused on only measurement data without much visualization
NEW RELEASE FORECASTING
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New Release Forecasting
NEW RELEASE FORECASTING
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New Release Forecasting
• Initial views only paid attention to the sell-through portions of the business
• Access to Tableau provided the opportunity to visualize conversion rates and indices across all platforms in a very helpful way
• Subsets of titles can be easily factored for more refined forecasting at the platform level
NEW RELEASE FORECASTING
15
New Release Forecasting
• Initial views only paid attention to the sell-through portions of the business
• Access to Tableau provided the opportunity to visualize conversion rates and indices in a very helpful way
• Focus on all platforms simultaneously also led to use of other tools like radar graphs for quick and easy visual comparisons of performance
NEW RELEASE FORECASTING
16
New Release Forecasting
• Initial views only paid attention to the sell-through portions of the business
• Access to Tableau provided the opportunity to visualize conversion rates and indices in a very helpful way
• Focus on all platforms simultaneously also led to use of other tools like radar graphs for quick and easy visual comparisons of performance
VISUALIZATION EXAMPLES
• New release forecasting
• Account analysis
• Title performance
ACCOUNT ANALYSIS
18
• Access to nationwide account information allows for more granular assessment of performance
• Walmart, Target, and Best Buy sales and revenue performance by title provides strong insight for how to go to market with each title
• Retailer performance can vary widely by account on each film
Account Analysis
ACCOUNT ANALYSIS
19
Account Performance
• Access to nationwide account information allows for more granular assessment of performance
• Internally use of Tableau allows for a visual record of relative account performance in the first eight week period and beyond
• These results can be compared against other studio titles for competitive insight
ACCOUNT ANALYSIS
20
• Using Alteryx for the big data example of analysis of Dollar General resulted in over 45 million rows of data for a two-year period
• Visualization of sales in Tableau by quarter illustrates easily the influence of genre, price, box office, product lifecycle, and release source on overall account performance
Dollar General
VISUALIZATION EXAMPLES
• New release forecasting
• Account analysis
• Title performance
TITLE PERFORMANCE
22
• Due to its day and date agreement with Redbox, Sony titles do better in rental compared to both forms of sell-through
• Sell-through portion of the business illustrated a gradual decline in performance at all box office levels with an 85 average
Analytical Benefit
TITLE PERFORMANCE
23
Analytical Benefit
• Due to its day and date agreement with Redbox, Sony titles do better in rental compared to both forms of sell-through
• Sell-through portion of the business illustrated a gradual decline in performance at all box office levels with an 85 average
• When titles greater than $60M only were considered, the title performance average dropped to 76
TITLE PERFORMANCE
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• However, a benefit of stronger analytical techniques engendered by Alteryx and Tableau yielded better results in 2015
• In 2015 roughly half of all Sony titles over-indexed resulting in our best total sell-through performance to date of 108
Analytical Benefit
TITLE PERFORMANCE
25
• However, a benefit of stronger analytical techniques engendered by Alteryx and Tableau yielded better results in 2015
• In 2015 roughly half of all Sony titles over-indexed resulting in our best total sell-through performance to date of 108
Analytical Benefit
QUESTIONS
EQUALIZER – SEASONALITY
27
• Temptation would be to move Equalizer earlier to take advantage of holiday shopping
• Seasonality in Residential VOD was maximized in the chosen release week
• Denzel Washington is the king of rVOD averaging a 155 index for all his most recent releases
• Scored an all-time high of 222 on Equalizer
Equalizer Lesson Lessons from CY 2015 Slate
1. Know Your Audience
2. Pay Attention to
Seasonality
3. Leverage Windows
Whenever Possible
4. Price is an Important
Part of the Product
Offering
5. Buck Conventional
Wisdom
FURY – LEVERAGE WINDOWS
28
• There had been as many as 3 million illegal downloads of Fury due to the hack
• Doubled down on the appeal of the title in EST despite this
• The four-week window netted a 259 index and at 525K, the highest number of EST transactions for a Sony title to date
Fury Lesson Lessons from CY 2015 Slate
1. Know Your Audience
2. Pay Attention to
Seasonality
3. Leverage Windows
Whenever Possible
4. Price is an Important
Part of the Product
Offering
5. Buck Conventional
Wisdom
WAR ROOM – BUCK CONVENTION
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• Conventional wisdom dictates that titles like War Room can benefit from a longer window for gift giving
• Knowing the audience’s preponderance for shopping at Walmart can dictate strategy
• War Room initiated a very successful space deal at Walmart and was still among our best titles
War Room Lesson Lessons from CY 2015 Slate
1. Know Your Audience
2. Pay Attention to
Seasonality
3. Leverage Windows
Whenever Possible
4. Price is an Important
Part of the Product
Offering
5. Buck Conventional
Wisdom
