Storytelling Analytics
Using big data and artificial intelligence to inform decision making across content value chains
Storytelling Analytics is McKinsey’s predictive micro-segmentation and content analytics capability that brings together a team of storytellers, data scientists, marketers, content industry experts, and software engineers to help clients at every stage of their storytelling journeys.
HOW WE HELP CLIENTS
Marketers
Augment customer segmentations and data-driven marketing performance through network analytics that combine artificial intelligence, social, and proprietary customer data; enhance creative operations through automation and predictive analytics.
Content creators and studios
Identify new stories and content formats to produce while minimizing risk and cost; Deploy digital production and predictive content analytics to improve operations.
Streamers and content buyers
Use data and artificial intelligence to increase customer acquisition and retention and improve the profitability of content investments through content portfolio optimization.
Publishers
Optimize content selection and presentation for customers to improve the profitability of content creation, licensing and syndication.
Social media and content distributors
Enhance customer analytics with network graph and content micro-segmentation to accelerate value created from integrated content and distribution stacks.
Advertising inventory owners
Improve selling profitability with enhanced value propositions by combining network graph and storytelling analytics to reveal your consumers’ behaviors and preferences.
Investors
Identify growth hot spots in the content and marketing industries to stay ahead of the competition.
Growth companies
Identify expansion opportunities in new customer segments and business concepts with network graph analytics.
Our Approach
Custom analysis
We leverage our vast data repository, analytical models trained on content and social data, and industry expertise to address your most critical content needs, working with your teams to customize a solution for you.
Capability building
Our goal is to build your predictive content and network analytic capabilities. Achieving this goal often means building custom tools that can operate within your systems and training your content and analytics teams to ensure that impact is sustainable over time.
OUR DATA
Viewing and engagement
Set-top box, streaming, syndicated viewing research, and content-based consumer behavioral data
Story features
Thousands of variables in content themes, cast and crew, ratings and awards, that enable predictions based on the natural language vocabularies of content creators and consumers
Social
Real-time social media graph data that fuels the foundation of our network analytics and micro-segmentation capabilities
Transactions
Revenue, pricing, subscription, advertising, marketing, box office, home entertainment, and commerce data across content types and global markets
Events and economic
Macroeconomic, consumer spending, geospatial, events, seasonality and other recurring and one-time indicators
Our Impact
A premium streaming television provider used Storytelling Analytics to combine comprehensive viewing histories with rich, nuanced storytelling vocabulary to make better decisions about content. Together, we created the right portfolio of content for the right audience segment, saving hundreds of millions of dollars in ineffective content spend.
A global streaming video provider used Storytelling Analytics to identify new formats and genres that resonated with local audiences to expand their market presence and cement their position as a global leader in streaming video.
Featured Insight
Article
AI in storytelling: Machines as cocreators
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Computers don’t cry during sad stories, but they can tell when we will.
