Upload
edward-cotton
View
2.632
Download
0
Embed Size (px)
Citation preview
DATA AND CULTUREAMA – ANALYTICS WITH PURPOSE
SAN DIEGO, MARCH 4TH, 2014
Thursday, March 6, 14
BSSP CREATES CULTURAL ICONS AND KEEPS THEM COOL
2
Priceline’s Negotiator MINI
Thursday, March 6, 14
SOMETIMES WE MAKE DATA THE HERO: MINI’S CARFUN FOOTPRINT
3
Fused enviromental data with car statisfaction to generate a CARFUN score
Thursday, March 6, 14
DATA AND CULTURE
Focus on cultural industries—music, film, television, publishing/news.
Answer these questions:
1. How is big data influencing the culture we experience?
2. How is big data helping to shape the ways we experience culture?
3. Where is all this heading? What lessons can be learned? Potential roadblocks?
4
Thursday, March 6, 14
AN EVOLVING CULTURAL ECOSYSTEM
Thursday, March 6, 14
LOOKING BACKWARDS WITH BIG DATA: THE 60S CHANGED EVERYTHING
6
Source: Google
Thursday, March 6, 14
BIG DATA SHOWS THAT IN BOOKS, THE INTERNET ISN’T YET BIGGER THAN TV OR RADIO
7
Source: Google Books Ngram Viewer
Thursday, March 6, 14
WHERE WE’VE BEEN AND WHAT’S CHANGED
Thursday, March 6, 14
WE USED TO BE PROGRAMMED AND CONTROLLED
9
Thursday, March 6, 14
THAT CHANGED WHEN CULTURE BECAME CODE
10
Thursday, March 6, 14
THE WALL CAME DOWN
11
Thursday, March 6, 14
CONTENT BROKE FREE-AND EVERYONE STOLE
12
Thursday, March 6, 14
SOCIAL IS CHANGING THE CULTURAL EXPERIENCE
13
Source: Secondsync analysis of Facebook activity, 2013
The social conversation has a different cadence depending on show type
Thursday, March 6, 14
TWERKING: A TV-DRIVEN SOCIAL CONVERSATION
14
Source: Google Trends
Thursday, March 6, 14
NEW CHANNELS = NEW AVENUES FOR CULTURAL TALENT
15
Lorde: One year from SoundCloud upload to two Grammys.
Thursday, March 6, 14
CODE EVOLVES THE CULTURAL EXPERIENCE
16
StaticDailyHighly edited The news of the world
THE DAILY NEWSPAPER
Thursday, March 6, 14
CODE EVOLVES THE CULTURAL EXPERIENCE
17
StaticDailyHighly edited The news of the world
DynamicReal-timePersonalizedThe news of the world and your world
THE DAILY NEWSPAPER FACEBOOK’S PAPER APP
Thursday, March 6, 14
BIG DATA AND CULTURE CREATION
Thursday, March 6, 14
THE PERCEPTION: THE “CRAZY ONES” CREATE CULTURE
19
Picasso with Bardot
“God is really an artist, like me. I am God”
Thursday, March 6, 14
CREATORS FEEL CREATIVITY IS COMPROMISED BY THE SYSTEM
20
“Hollywood is very different today compared with 1969. It's very doubtful a film like this would get made now, because the _______- excuse me, the "gatekeepers", the people who OK which films get made - will come up with some marketing survey and say they don't believe audiences will go see a film like this.”Spike Lee talking about his favorite film- Midnight Cowboy-in 2004
Thursday, March 6, 14
RED FLAG: BIG DATA TELLS CREATIVES HOW TO DO THEIR JOB
“In order to really resonate with readers, instead of saying 'she was really really sad,' it might be better to describe her physical state, to give a literal description. You are speaking more like a journalist would.”
—Yejin Choi, Stony Brook University, January 2014 (analysis of 45,000 books)
21
Thursday, March 6, 14
THE “CRAZY ONES” WON’T LISTEN TO BLACK BOXES
22
Thursday, March 6, 14
“HOW TOS” DON’T MAKE YOU A GREAT WRITER
23
Thursday, March 6, 14
Experience Creators Lone GeniusPicasso
TODAY’S REALITY: THERE’S MORE THAN A SOLE CREATOR
24
UI/UX Developers
Art/Books TV/Film/Music Digital
TeamsWritersDirectorsArtistsProducers
Editors/SelectorsBuyers/Show Decision Makers
Thursday, March 6, 14
DATA SHOWS BUZZFEED WRITERS THIS MORNING’S ZEITGEIST
25
Thursday, March 6, 14
BUZZFEED’S STORIES GO INTO A LAB FOR 1 HOUR- WORK, OPTIMIZE OR DIE
26
Thursday, March 6, 14
NEW CREATORS/HYBRIDS ARRIVE
27
Experience Creators Lone GeniusPicasso UI/UX Developers
Art/Books TV/Film/Music Digital
TeamsWritersDirectorsArtistsProducers
Editors/SelectorsBuyers/Show Decision Makers
Thursday, March 6, 14
NEXT GEN CREATIVES ARE INSPIRED BY DATA
28
Arcade Fire – “Reflektor” Experience- Created by Aaron KoblinAaron's work uses real-world and community generated data to reflect on cultural trends and the changing relationship between humans and the systems they create.
Thursday, March 6, 14
A GRADUATE INTERN CREATED THE NYT’S MOST POPULAR STORY OF 2013
29
Source: The New York Times
It wasn’t a storyIt was a personalized interactive dialect locatorWhere does your dialect come from?
Thursday, March 6, 14
ZIMMERMAN KNOWS WHAT WILL MAKE US HAPPY, IN AWE, ANXIOUS OR ANGRY- NOW
30
Neetzan Zimmerman – Formerly of Gawker
“Usually within a few seconds of seeing an item, Mr. Zimmerman can sense whether it's destined to become a viral story. His secret, he says, is a deep connection to his audience's evolving, irreducibly human, primal sensibilities.”
— Wall Street Journal, December 1st, 2013
Thursday, March 6, 14
Experience Creators Lone GeniusPicasso
BIG DATA CAN BE A FORCE FOR GOOD FOR “GATEKEEPERS”
31
UI/UX Developers
Art/Books TV/Film/Music Digital
TeamsWritersDirectorsArtistsProducers
Editors/SelectorsBuyers/Show Decision Makers
Thursday, March 6, 14
JACK SPARROW IS A $$$ GENERATING MACHINE
32
The “Pirates” franchise has generated $3B in global box office to date.
Thursday, March 6, 14
DISNEY WANTED HIM KILLED
33
“Upper-echelon Disney-ites [were] going, ‘What’s wrong with him? Is he, you know, like some kind of weird simpleton? Is he drunk? By the way, is he gay?’”
—Johnny Depp, interviewed by Patti Smith for Vanity Fair
Thursday, March 6, 14
BANDS LIKE BRANDS: NEW SOCIAL METRICS FOR SUCCESS
34
Source: Next Big Sound
Thursday, March 6, 14
AN UNDISCOVERED RAPPER LURKS DEEP IN TWITTER’S DATA
35
“The depth and immediacy of Twitter’s data could reveal flickers that might otherwise go undetected. Imagine, for instance, a music executive getting an early lead on a hot new rapper by tracking the most influential Twitter users in the rapper’s local scene.”
—The New York Times on Twitter’s deal with Lyor Cohen’s 300, February 2nd, 2014
Thursday, March 6, 14
SOCIAL DATA TOLD BILLY BRAGG HE HAD FANS IN EASTERN EUROPE
36
It took Billy Bragg 30 years to go East.
Thursday, March 6, 14
DATA HELPS YOU FIND YOUR NEXT SHOW
37
“Through our algorithms, we can determine who might be interested in Kevin Spacey or political drama and say to them ‘You might want to watch this.’ We can look at consumer data and see what the appeal is for the director, for the stars, and for similar dramas.” Jonathan Freedland-Netflix
Thursday, March 6, 14
BIG DATA AND HOW CULTURE IS EXPERIENCED
Thursday, March 6, 14
QWEST SAW 2014 IN 1999- INFINITE CONTENT
39
http://www.youtube.com/watch?v=UZ9qcp6Lcno
Thursday, March 6, 14
IN THIS INFINITE WORLD, JUST YOU AND A SEARCH ENGINE = ARGH!
40
When we solved the problemIt was so bigStealing went away
Thursday, March 6, 14
BIG DATA IS INFORMS YOUR NEXT-GEN SHERPAS
41
Thursday, March 6, 14
EXPERIENCE CREATORS MAKE SHERPAS BETTER
42
Experience Creators Lone GeniusPicasso UI/UX Developers
Art/Books TV/Film/Music Digital
TeamsWritersDirectorsArtistsProducers
Editors/SelectorsBuyers/Show Decision Makers
Thursday, March 6, 14
NEXT-GEN SHERPAS HAVE TO MAKE YOU HAPPY
Thursday, March 6, 14
NEW BUSINESS MODELS DEMAND HAPPINESS
44
Thursday, March 6, 14
HAPPINESS IS A NUMBER- SUBSCRIBERS LEAVE IF THEY DON’T WATCH 15 HOURS/MONTH
45
Thursday, March 6, 14
HAPPINESS DEPENDS ON HOW WELL YOU KNOW ME
46
Thursday, March 6, 14
EMOTIONAL SENSITIVITY ISN’T A CORE COMPUTING TRAIT
47
Justin van Genderen
Thursday, March 6, 14
WHAT DOES IT TAKE TO GET TO “HAPPY”?
Thursday, March 6, 14
REQUIREMENT NO. 1:
DEEP KNOWLEDGE OF YOUR CONTENT
Thursday, March 6, 14
MUSIC: WHAT IT TAKES
“Once, all you needed to succeed in the music business were a pair of golden ears and some hustle. Now, it also takes mountains of data.”NYT- March-6th-2014
50
Thursday, March 6, 14
MUSIC: MAPPING THE LANDSCAPE- A SLICE OF 700 GENRES
51
Source: The Echo Nest
Thursday, March 6, 14
MUSIC: CRACKING THE GENOME
Pandora’s musicology experts analyzed over 1 million songs according to 450 attributes.
52
Thursday, March 6, 14
MUSIC: THE ABILITY TO DECONSTRUCT THE CODE
53
Source: The Echo Nest
Thursday, March 6, 14
MOVIE/TV: NETFLIX’S HAS 76,897 GENRES FOR A REASON-TO HELP FIND YOUR NEXT MOVIE
54
Source: Alexis Madrigal- The Atlantic
Thursday, March 6, 14
MOVIE/TV: DEEP KNOWLEDGE DEMANDS A HUMAN/MACHINE PARTNERSHIP
55
“The adjective ‘feel good’ gets attached to movies that have a certain set of features, most importantly a happy ending. It's not a direct tag that people attach so much as a computed movie category based on an underlying set of tags.”
—Alexis Madrigal, The Atlantic
Thursday, March 6, 14
HUMANS AND MACHINES WORK TOGETHER TO MAKE FACEBOOK’S PAPER
56
Your friends’ stories from an algorithm, and new stories from editors.
Thursday, March 6, 14
REQUIREMENT NO. 2: BEHAVIORAL UNDERSTANDING
Thursday, March 6, 14
YOU CAN MAKE A BETTER PLAYLIST/RADIO STATION WITH BASIC BIG DATA INSIGHT
58
Source: The Echo Nest
Thursday, March 6, 14
MUSIC: PANDORA’S BIG DATA LAYERS DRIVE YOUR NEXT SONG SELECTION
59
Thursday, March 6, 14
NETFLIX: LOTS OF BIG BEHAVIORAL DATA- NO LONGER ABOUT STAR RATINGS
60
“Netflix looks at 30 million ‘plays’ a day, including when you pause, rewind and fast-forward, 4 million ratings by Netflix subscribers, 3 million searches as well as the time of day when shows are watched and on what devices.”
—New York Times, February 24th, 2013
Reed Hastings thoughts the star recommendation system was the key data point. He spent two weeks of vactation on trying to prove his case. He lost to his data team- who believed the “Play Data” was more important.
Thursday, March 6, 14
BEATS MUSIC WONDERS IF HUMANITY IS MISSING
61
http://www.youtube.com/watch?v=D0_kzPhP4HI
Thursday, March 6, 14
HOW THE CULTURE INDUSTRIES ARE LEADING US TO A MAN AND MACHINE FUTURE
SAN DIEGO, MARCH 4TH, 2014
Thursday, March 6, 14
POTENTIAL FUTURES
Thursday, March 6, 14
SCENARIO NO 1: HUMANS ARE BEST: THEY CURATE THE CONTENT
64
Thursday, March 6, 14
SCENARIO NO 2: PLAY: DATA MAKES CULTURE MORE INTERACTIVE
65
Paul Lemare-The Echo Nest http://www.youtube.com/watch?v=GJQ1K1dnU2A
Thursday, March 6, 14
SCENARIO NO3: MACHINES RULE: AN ALL SEEING ALL KNOWING OS
66
.
Thursday, March 6, 14
A REAL GOAL: NETFLIX WANTS TO READ YOUR MIND
“Why not just show one tremendous gorgeous image of one title because we've read your mind and know what it's going to be?"
67
Todd Yellin-Netflix
Thursday, March 6, 14
FINAL THOUGHTS
Thursday, March 6, 14
WE CAN’T LIVE WITHOUT EACH OTHER
69
HUMANSPatterns, soul, serendipity
Can’t forget to ask why
MACHINESPower, speed
Thursday, March 6, 14
ZYNGA: THE POSTER CHILD FOR OVER-RELIANCE ON BIG DATA
70
TextAll data. zero imagination
Thursday, March 6, 14
DON’T FORGET TO ASK WHY? WHAT DO PEOPLE WANT?
71
Curators
or
Blank Canvas
Thursday, March 6, 14
NEXT GENERATION CREATIVES WILL CREATE NEW CULTURE AND NEW WAYS TO EXPERIENCE IT
72
Experience Creators Lone GeniusPicasso UI/UX Developers
Art/Books TV/Film/Music Digital
TeamsWritersDirectorsArtistsProducers
Editors/SelectorsBuyers/Show Decision Makers
Thursday, March 6, 14
BETTER DATA: EVEN MORE CUSTOMER INSIGHT AND MORE GENOMES
73
Pinterest will have a visual genome
Brand genomes will transform the e-commerceexperience
Facebook will know whatyou are going to buy
Pandora will know your mood and situation
Thursday, March 6, 14
WE ARE EVOLVING THROUGH LEARNING, BUT IT’S VERY EARLY DAYS
74
Thursday, March 6, 14
INDIRECT AND DIRECT INSIGHT AND INSPIRATION FROM:
• Ky Harlin, BuzzFeed• Alexis Madrigal• The Echo Nest• Next Big Sound • Spike Jonze
75
Thursday, March 6, 14
THANK YOU @COTTON | BSSP.COM | INFLUXINSIGHTS.COM
Thursday, March 6, 14