Big Data Concept Marketing: Can the success of the card house be replicated in China?

The popular taste of cultural products has always been elusive, but will scientific data be more reliable than producers ' intuition in the big data age?

It is understood that the second quarter of "card House" in February this year, the number of Netflix users increased by 10%, after the domestic online, the total flow is 9 million. After two seasons, Netflix's share price rose from more than $90 trillion in the early January to more than $430 today. It's not just the drama itself, but more people are beginning to pay attention to the birth process of the "divine Play" ——— the producer Netflix has predicted in advance that it must be welcomed by the market by analyzing the behavior of more than 30 million of its users. "Card House" in the domestic audience from the state leaders to housewives, from white-collar workers to student groups, a wide range. Why is this American political thriller, dubbed the "Huan of the White House", being sought after in more than 40 countries around the world? How big is the relationship between the hit and the big data? From the American opera back to the domestic video site homemade drama or even TV dramas, similar marketing methods can be replicated?

"Big Data" concept marketing

N Etflix has 27 million subscribers in the United States, each day users produce more than 30 million behaviors on Netflix, and Netflix subscribers give 4 million ratings a day and 3 million search requests. Netflix, through its data analysis, found that those who liked to watch the BBC's old card house, like Davidfincher's TV series or starring Kevinspacey, decided to remake it. That's why the success of Solitaire is seen as a benefit of Netflix's massive user data accumulation and analysis.

"Netflix's big data-making drama pioneered the creation of big data in TV dramas, which, once released, created a sensation within the industry and continued to spread through the media, indeed a successful marketing." "said Sing, an analyst at Art Consulting. "The play played the role of famous Hollywood movie star Spacey, in the context of packaging with large data, the star effect as well as political figures such as Obama's endorsement is one of the important reasons for its success." ”

Li, an assistant professor of marketing at the Changjiang School of Business, argues that the success of the "card House" cannot be attributed to big data alone. "The other side of Netflix is also making and marketing other episodes, not just the big data used in the card house, it's not all of it." The success or failure of a play has much to do with content, plot and story. ”

It is noteworthy that Netflix's first online play, "Lily", and the 4 new plays that have since been contracted out with big-name producer directors have not mentioned "big data" models. "The success of a homemade drama depends fundamentally on the team and their judgment, their grasp of the market and the details," Zhang, chairman of Sohu's board of directors, said. But artistic creation is always unpredictable. ”

"In addition to selecting actors and directors, Netflix's most unique approach is to study the specific behavior of users watching on the site, including pauses, regressions, fast-forward, etc." For example, why users jump directly from the 10th minute to the first 25 minutes, why look back again, this is where it really does big data: more accurate observation of consumer preferences, but also closer to the actual behavior of consumers. ”

New opportunities for homemade content

In the production of TV dramas, the domestic often before the broadcast all finished, the United States is the edge of the film, at any time to adjust, so in the way of production more innovation. "Production, homemade drama for the video site with the private production company or team, production and separation, according to the needs of the video site customized form." Sing told the south reporters.

2013 is regarded as "the first year of network self-control", and 2014 each video site in the homemade content fire caused the competition situation intensified. Youku, potatoes into 300 million development of homemade drama, video network launched 700 sets of homemade drama, Non-stop Midday Theater, Tencent online more than 15-season homemade drama ... Large data provides a new opportunity for homemade content.

According to the Arts Consulting report, the current domestic network of homemade dramas are mainly divided into three types, the content of the original series of film writers, the audience involved in content creation side of the interactive play, as well as the content of the mother play launched with the mother play with the derivative play. In the production and broadcast of TV dramas, the difference between homemade and traditional TV plays is obvious. The traditional TV content creation relies on the writers ' wisdom alone, while the content output of the network-made drama is relatively pluralistic; The traditional TV plays are mainly broadcast after filming, and the network play is more flexible.

"Card House" as a product, it is a new product design based on large data. Traditional TV dramas also want to be able to obtain such data, but they are not able to effectively observe these facts on the existence of user behavior, in order to better design products. Li said that internet-based video sites have a natural advantage and data sources are more automated.

Sing told the South reporters, the current real grasp of large data companies are not many. "The domestic video website homemade drama has also been emphasizing the concept of large data, but the technology is immature, the data is only reference, not the real meaning of large data drama." ”

Large data must be combined with industry depth

Understanding the "Big Data", Li proposed a pyramid structure: The bottom is the data source, data collection, the second layer is the integration and processing of data, that is, how to transform the behavior into quantifiable data, the most top-level, but also the most critical is the marketing business analysis. "Many companies are thinking about using big data, but it's really hard to operate." No matter what data, the end is used to analyze business issues, optimize the user experience, do not understand business people can not do large data. ”

"The card House" is actually relying on Sony's production skills, the so-called large data analysis that is later packaged. "Youku Potato CEO Koo said so. In fact, many in the industry have also benefited from the success of the "card House" in the Etflix of the big data of N and the deep combination of the traditional film industry.

Whether the wonders of Solitaire can be replicated, Li says it must be organically combined with the media industry and large data, stories, plots are fundamental, big data helps optimize, and artistic creation cannot be replaced. "Big data is certainly a reference, but to change, subversion, must be from the internal personnel." Experience the role of large data, collect useful data, and seek help from professionals. "The more important point, Li, is that you can't forget the fundamental purpose of the data, to understand consumer behavior that you can't understand before, to help solve problems that you can't solve before."

(Responsible editor: The good of the Legacy)