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MARKETING CB-2231-Assignment 4-Giang Nguyen Thanh Nguyen

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24 views2 pages

MARKETING CB-2231-Assignment 4-Giang Nguyen Thanh Nguyen

Uploaded by

gntn1994
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Giang Nguyen Thanh Nguyen

Assignment of Chapter 4
Netflix's most notable success in using big data and marketing analytics is their
ability to make distinctive content recommendations to subscribers. This success is
based on a deep understanding of each subscriber's viewing habits and
preferences. As a result, Netflix can provide subscribers with a enjoyable viewing
experience that suits their interests. Netflix has researched the detail of viewers’
behavior which lead to making more and more accurate predictions. In fact, they
estimates that 75 percent of viewing activities on their media platform is the result
of its recommendations. This means they are able to keep their subscribers
engaged and coming back for more services and offers.

In addition to give more accurate recommendations, Netflix also uses big data and
marketing analytics to make decisions on what content needed to acquire and
produce. By analyzing data on what subscribers are watching, Netflix also can
identify current trends and patterns which can help them to provide better content.
Netflix has produced most popular and highly approved shows in recent years,
such as Stranger Things, The Witcher, Money Heist and so on.

Netflix's collected data and marketing analytics have been a major factor in their
success. By understanding their subscribers and their interests, Netflix is able to
provide them with a viewing experience that is both unique and engaging. This has
helped Netflix to become one of the most popular streaming services in the world.

Some other particular examples of Netflix's success in using big data and
marketing analytics inclue:

Identify movies and TV shows which are most likely to be popular with their
subscribers. This information is then used to acquire and produce content that is
likely to appeal to a large number of audience.

Able to track viewing habits of subscribers, so they can provide best


recommendations and identify what content meets audience’s demands.

Use data to target suitable marketing campaigns. The data is used to ensure that
marketing messages are seen by the people who are most likely to be interested in
watching.

Netflix fully exploited big data and marketing analytics that has helped the
company grow their subscriber rate, increase revenue and improve content
offerings. The company is well-positioned to continue to be successful in coming
up years as they keep leveraging data to make better decisions in their business.
The implication of Netflix's success that can be applied to entertainment
companies in Vietnam especially how they need to acquire big data and marketing
analytics to compete. For example, Galaxy Play which is a Video-On-Demand
(VOD) streaming service in Vietnam that is under the media corporation Galaxy
Entertainment & Education (Galaxy EE). Galaxy Play offers a wide variety of
content including movie rentals, movie packages with monthly subscription, TV
shows and animated series. Galaxy Play can improve their business in a number
of ways. By collecting and analyzing data about their customers, the company can
have comprehension of their viewer’s habits and preferences.

Optimize content recommendations: Galaxy Play can used data to recommend


content to their users based on their activity logs, searching-watching history,
ratings and other data. This helps to ensure that users are always presented with
content that they are likely to enjoy.

Improve decision-making: With valuable data, Galaxy Play can make better
decisions on objectives like content creation and pricing. The collected information
can be used to create more engaging content and marketing campaigns which can
help to attract and retain viewers.

Research Marketing: Plan and execute projects or campaigns with key data in
movie packages, retail rentals, and customer perception. Design and produce
content (websites/videos/banners) for branding and digital marketing activities in
accordance with brand guidelines. Monitor and research competitor activities and
contribute ideas to generate leads for products and services.

If Galaxy Play can take full advantage of marketing data and analytics, the
company will grow their subscriber base and become one of the most popular VOD
streaming services in Vietnam.

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