Connections

UNIVERSAL CITY, Calif. — Nick Curcuru, VP of data services for MasterCard, said something May 25 at the “Holly-wired: Where IT and Entertainment Meet” event in Los Angeles that could be considered blasphemy in IT circles.

“I hate the term big data,” he said during an opening keynote at the conference. But he had a reason: “Data is worthless unless you can turn it into [actionable] information.” In front of a packed house, Curcuru shared how MasterCard is able to mine the data from 52 billion annual transactions to predict anything from when you’ll be back to the grocery store to when you might be in the market for a car.

That data can be crucial when it comes to making marketing and advertising decisions, and it’s something the media and entertainment industry can make extremely good use of, Curcuru said. Especially when transactions occur in the digital space, where studios can have data that’s directly identifiable to the consumer.

Better data means customized and tailored entertainment and advertising experiences, and actual transactions speak much louder than any polling. “Consumers vote with their wallets,” he added. “It’s not what a survey tells you, but actual consumer behavior.”

That data theme was echoed during a panel of chief information officers (CIOs) from the major studios, where the panelists stressed that Hollywood is at a tipping point when it comes to data and analytics. More than one CIO agreed that while the studios are doing a better job developing solutions on a global level, they’re still working on connecting directly with consumers, something they’ve previously left up to distributors and retailers. And part of solving that problem means breaking down the internal silos at the studios, so everyone is on the same page when it comes to giving consumers what they want.

Devendra Mishra, executive director of the Hollywood IT Society (HITS) and chair of the “Holly-wired” conference, said the event had grown to become a must-attend conference for anyone in the Hollywood IT space. “This event has the greatest roster, the most fantastic speakers, we’ve [ever] assembled,” said. “We’re addressing real issues of growth and profitability in our industry.”

Michael Rose, president of Movie Magic Scenechronize Technologies for Entertainment Partners, added that the HITS event helped address a crucial problem in the Hollywood industry: in front of the camera, advancements have come fast and strong, and continue to do so. But behind the scenes?

“What we haven’t done is a good job of digitizing the back office,” he said.

Look for more coverage of the “Holly-wired” event in the daily newsletters from the Media & Entertainment Services Alliance (MESA).