Business Situation
- A global media and entertainment company managing digital, TV, and streaming platforms faced challenges that made allocating its programming budget efficiently across various content development and acquisition strategies more complex.
- The company lacked a data-driven approach to optimizing its content investments and maximizing viewer engagement.
SGA Approach
Technology
- Leveraged AWS for scalable data processing and model deployment
AI
- Utilized Gen AI for sophisticated genre classification and theme identification
- Implemented machine learning models for viewership prediction and ROI optimization
Data
- Processed and integrated diverse data sources, including titles, genres, synopses, and internal viewership data
- Developed a unified data model for content classification and analysis
Research
- Integrated third-party media market research data with internal datasets
- Analyzed online entertainment databases for comprehensive content insights
Key Takeways
- Implemented a sophisticated content classification system using Gen AI, enabling a nuanced understanding of genres and themes
- Increased viewership and engagement through better alignment of content with audience preferences
- Reduced wasteful spending by allocating resources to the most promising content
- Developed predictive models for viewership based on content attributes and an optimization model to maximize expected ROI on content investments
- Facilitated more accurate viewership trend insights with Gen AI genre classification
- Provided actionable insights through an interactive dashboard for informed budget allocation decisions
