The whole media and creative content industry seems to be talking about ‘Big Data’ and the effect masses of information about audiences - both at micro and macro levels - is having on content development and delivery.
But too often it appears the conversation is appropriated by emphasis on marketing and selling content, how to package, distribute and more effectively ram it down peoples throats. Where as, what interests my colleagues at I at Portal Entertainment is how does big data inform, and even enhance, storytelling itself? How can we use big data not just to market a story but to actually tell a story better?
CEO of Portal Entertainment UK, Julian McCrea, presented recently at MIP a perspective on how we’re using facial recognition data to tell better stories and apply core narrative principles to inform and articulate our audience data gathering.