In today’s hyper-connected world, businesses are under enormous pressure to build relationships with fully engaged consumers who keep coming back for more.
In theory, fostering more intimate consumer relationships becomes easier as new sources of data emerge, data volumes continue their unprecedented growth, and technology becomes more sophisticated. these developments should enable businesses to do a much better job of personalizing marketing campaigns and generating precise content recommendations that drive engagement, adoption and value for subscribers.
Yet achieving an advanced understanding of one’s audience is a continuous process of testing and learning. It demands the ability to quickly gather and reliably analyze thousands, millions, even billions of events every day found in a variety of data sources, formats and locations— otherwise known as Big Data. technology platforms crafted to gather this data and conduct the analyses must be powerful enough to deliver timely insights today and flexible enough to change and grow in business and technology landscapes that morph with remarkable speed.
Netflix, an undisputed leader and innovator in the over-the-top (Ott) content space, understands this context better than most. It has staked its business and its brand on delivering highly targeted, personalized experiences for every subscriber—and has even begun using its remarkably detailed insights to change the way it buys, licenses and develops content, causing many throughout the media and Entertainment industries to sit up and take notice.
To support these efforts, Netflix leverages Teradata as a critical component of its data and analytics platform. more recently, the two companies partnered to transition Netflix to the teradata Cloud, which has given Netflix the power and flexibility it needs—and, so, the ability to maintain its focus on those initiatives at the core of its business
