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Doyle: Hollywood Faces an Imperfect Data World

October 9, 2015 · Posted in M&E Daily, M&E Exclusive · Comments Off on Doyle: Hollywood Faces an Imperfect Data World 

By Chris Tribbey

Shaun Doyle, president and CEO of analytical consulting firm Cognitive Box, relayed a story Oct. 8 at the fourth-annual HITS Data, Marketing and Analytics Summit (DM&A), about a recent trip to a hotel, and how Hollywood can learn from it.

Before Doyle had even arrived at the counter, he was greeted, by name, by the staff, who asked him if he wanted the same suite as the last time. When he got to his room, the TV greeted him as well, and recommended programming, restaurants and local activities. It was a very personalized — and welcome — experience, he said, and it was all done using both direct and indirect data.

Selling movies and TV shows is different than selling rooms, but there are lessons to be learned all the same, Doyle said. Read more

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