Hollywood's Warner Bros Studios used big data and machine learning to give the latest Sylvester Stallone film a fighting chance of becoming a blockbuster, the recent I-COM (International Conference on Online Media Measurement) 2017 event heard.
Andrew Carroll, VP at Marketing Evolution in the US, described how an "ROI brain" brought together thousands of data points from consumers across the US to optimise advertising around the launch of the feature film 'Creed', starring Stallone and Michael B. Jordan.
The campaign won the Attribution Category in the I-COM Data Creativity Awards, announced at the event in Porto. The awards recognise the...