Ganna Pogrebna is the Lead for Behavioural Data Science at the Alan Turing Institute and Professor of Behavioural
Economics and Data Science at the University of Birmingham. Blending behavioural science, computer science, data analytics, engineering and business model innovation, Ganna Pogrebna helps
businesses, charities, cities and individuals to better understand why they make the decisions they make and how they can optimise their behaviour to achieve higher profit, better
(cyber)security, more desirable social outcomes, as well as flourish and bolster their well-being.
In preparation of her discussion “Matchmaking Stories, Storytellers & Audiences: How Tech Helps Win Viewers’
Hearts” on November 11 at 3 pm with Romain Eude and Andrea Giannone Acea, Ganna Progrebna answered these three questions.
Where do you see the biggest opportunities for MediaTech in your sector?
MediaTech, through data, propagates through entire supply chains of many different sectors and its biggest opportunities are in helping creative human teams achieve the top of their capacity
through co-creation with technology, delivering value to viewers and content generators across the board.
Do you have any intriguing MediaTech insights that you want to share with us?
Improving productivity and customer experience in the entertainment industry are very challenging tasks as they heavily depend on generating attractive content for the consumers. The
consumer-centric design (putting the consumers at the centre of the content development and production) focuses on ways in which businesses can deliver customised services and products which
accurately reflect consumer preferences. We propose a new framework which allows us to use data science to optimise content-generation in entertainment and test this framework for the motion
picture industry. In a series of projects, we use the natural language processing, image recognition as well as advanced sound analytics methodology combined with econometric analysis to explore
whether and to what extent human emotions, imagery format, and music patterns shape consumer preferences for media and entertainment content, which, in turn, affect revenue streams. By analysing
thousands of movie scripts, hundreds of thousands of music samples, and millions of frames, we understand the emotional trajectories of motion pictures as well as measure the psychological
loading of movie clips and trailers and test whether and to what extent these new metrics can influence popularity and box offices. Implications of this analysis for generating on-demand content
and improving productivity in entertainment industries are discussed.
What are the key messages you will share at #mthcon2021?
Technology systems are useful but limited. They are only as good as the data that feeds them. However, there is no limit to human creativity. By understanding human emotions, psychology, and
preferences better we can create exciting synergies between technology and creative thinking.
If you don’t have a ticket yet, head over to the ticket shop.
Get to know Romain Eude and Andrea Giannone