This ongoing project sees researchers from OCAD’s Visual Analytics Lab working closely with Magnify Digital. It applies data analytics strategies and visualization best practices to the development of ViewerCentric, a visualization dashboard that allows users in the film, television, and media distribution sectors to understand complex data sets.
The data sets include streaming social media data and static data related to consumer habits. Visualization of this complex data helps content creators to better understand their audiences, increasing their discoverability.
A key component of this research is finding ways of combining multiple data sets and presenting the results in an actionable way. The ViewerCentric interface provides its users with the means to develop effective and measurable, online marketing strategies; find and assess audiences, identify opportune channels for reaching these, and evaluate messaging, funding and advertising opportunities and reports that can be submitted to funders, broadcasters, sponsors, and stakeholders.
Researchers will extend the system to other cultural content that has or could have a digital component or tag such as visual art, live entertainment, music and publishing - supporting its discoverability and user analytics. Currently editors and independent producers rely on hunches and creative vision without understanding the varied demographic differences of their audiences into account, while advertising agencies and brands primarily consider data. The objective is to help cultural industries and not-for-profits monetize content and balance personalization, market drivers and editorial direction.
We acknowledge the support of the Natural Sciences and Engineering Research Council of Canada (NSERC).
Cette recherche a été financée par le Conseil de recherches en sciences naturelles et en génie du Canada (CRSNG).