Ma How to use large data to make fire a product?

Today, saw that the MH370 flight announced the fall of the southern Indian Ocean, the whole machine survived. May the living strong, the deceased rest in peace! As a user of the MA Airlines, I feel that the management of the MA is very rough, there must be truth behind it.

Data！ Big Data! Big Data Torture!

I often say that data torture is a heavy weapon that digs up pain points. Many founders do not understand, recently saw Archie Art chief content officer Ma do product way, only one word: data interrogation. From "Chinese entrepreneur" cover "video Double Fight", reporter Shan, editor is Yang Yi.

The first time to see MA from the traditional transition to the Internet products are "heroes of Chinese characters." The first season, the ratings ranked third in the country, ranked in front of the "good voice of China," the second quarter and "Happy boys" are all investment hundreds of millions of yuan and brand continuity of the trump card. In recent years, Henan TV has also been a big investment show, but such a good result is indeed more than 10 years has not been.

Ma that "Heroes of Chinese characters" can succeed because they constantly strengthen the "value proposition." This word is rarely mentioned in the video circle. "Hero of the Chinese character" in the first season, the repeated word is, "can you write this word?" It comes from the observation of society, most people will start to look at the eyes of the mobile phone to find words, the screen has become an important medium for carrying Chinese characters. In the second quarter, he upgraded the "hero of the Chinese character" value proposition, from the emphasis on "writing" to emphasize "use." For example, a topic in the semi-finals is to let the contestants enumerate the words that can express the use of knives.

The second time to see MA products is a network drama "life needs to debunk." The most wonderful thing is, MA for the play set the user scene: This play must not be a family to see, but the City men and women cheat a day, lying in bed with mobile phone to see it, by the way reflect their own day. Therefore, in the plot setting, MA requires the "most ruthless" way to expose human nature. In order to fit the mobile watch, "life needs to debunk" episode is only 20 minutes long.

See Ma's "most ruthless" weapon is data torture.

1, through the way of large data to find users, or even to find hardcore users.

"Chinese entrepreneur" Report: Will Archie art users of the gender, age, education and other parameters, input large data system can analyze what the user likes content, and then study this batch of users of the hot search words, you can dig out some points of interest, as a writer content reference.

Archie large data show that "life needs to debunk" the main "debunk" a group of people-Young and highly educated urban women, pay attention to personal development, keen personal consumption, keen on urban romance drama, "where the father to go" seriously affected, attention Wang Yuelen, Zhang and other people.

2. Find writers and directors by means of large data.

Ma mainly uses large data to verify his hypothesis. First is the writer Tintin Zhang, she was the best-selling degree and Baidu index in the novel best-selling list in front. The next is Director Wang Yuelen, "Where's dad" to make him very angry. As for the cast, you can also use the data selection. The show has a lot of new Jin "Male God", in addition to Wang Yuelen, "where the Father go" in the Zhang, Guo also friendship out of the mirror.

Ma found Wang Yuelen, "Where is Dad" has not been broadcast. But he uses the data to analyze, Wang Yuelen director to do this kind of modulation of the thing is no problem, then he uses the audience analysis to compare with Tintin, found that the two are matched.

3, even the use of large data to produce refined version. Like "Today's headline" Basically no edit to do the audit, from the truth, the video can be directly in the future with large data editing.

Full use of large data to "screenwriter" is still in the experimental stage, but large data can be automatically produced by the "refined version of the program." Archie has "where Papa goes" for 30 minutes and 45 minutes in two fine editions, which come from large data products "green mirrors". Green Mirror was born in the Archie art two it otaku prank. At the beginning of 2013, Gong recorded "Day Up", they know that the boss does not adapt to entertainment, want to know which users can endure gong boring, from a large data system to extract a few modules to create a tool, cut out "Gong silence King version" as a joke in the company biography. I do not know who sent to the Archie Art CTO soup mailbox, Soup feel very interesting, the tool to improve, made into a green mirror.

Green Mirror can be based on the user's video viewing behavior data, will be a long video of the bright spots cut down, automatic generation of short video version. Long videos are not popular on mobile phones because of the flow restrictions. Editors make those short videos for two or three minutes to spread and use green mirrors.

Big data is brutal, but only if you have users and you have user data. Do you have one?