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Big Data at WB
Brian Kursar – VP Data Strategy and Architecture
Big Data Day LA 2016 – West Los Angeles College
2
COMPANY OVERVIEW
Warner Bros. Entertainment Inc., a Time Warner
Company, is a fully integrated, broad-based
entertainmen...
3
THE TIME WARNER FAMILY OF COMPANIES
Warner Bros.
Pictures
Group
• Crossed the
billion-dollar
mark for a 15th
year running
• Over 7000
Feature Films
DC
Enterta...
Sales
Supply Chain
Production
Marketing
Physical
Pre-Production
Ratings
Consumer
Exhibitor
Social
Digital
Linear
Operation...
STORAGE DATA DISCOVERY AND
SELF SERVICE BI
PROCESS REAL-TIME VISUALIZATION
OUR STACK
CODE
Connecting the Dots Isn’t Easy
Harry Potter Franchise
• Theatrical Movies
• Home Entertainment (Blu-ray, Digital Downloads...
Sales
Supply Chain
Production
Marketing
Physical
Pre-Production
Ratings
Consumer
Exhibitor
Social
Digital
Linear
Operation...
Questions that need answers
What is the impact of a trailer drop or a social media comment on…
• Theatrical Box Office Sal...
Connecting Social
1 • FILTER
KEYWORDS
Define keyword
terms
associated with
Titles
CREED
#CREEDMOVIE
PAN
#PANMOVIE
…
2 • CLASSIFY
TITLES
Tag ...
Results
Scott Stapp
Assassin’s Creed
Video Games
Music
Movies
Bread Pudding Recipes
Cooking
Bands
Michael B. Jordan
!= !=
!=
Unique Title
Very
Ambiguous Title
Ambiguous Title
Title Ambiguity Scoring
Video ID
Facebook Page, Amazon Product ID
Apollo
Rocky
Concept Based
Disambiguation
!=
Exclude terms like “band”, “assassi...
Establishing
Context
of Consumer engagement on the Creed
Facebook page does
NOT contain the keyword “Creed”
Content Context
No keyword “Creed” in this post!
If Content contains
“Uv554B7YHk4” –
Classify as “Creed”
Social Pipeline
Social API Apply L1 Title Filter
L1 Base Filter
tag.movie.title “Creed”
{
fb.all.content CONTAINS_ANY “Creedmovie,Creedfilm,Creed”
}
Social Pipeline
Social API Apply L1 Title Filter Pull into Spark RDD
Apply L2 Concept
Title Filter Rules
Pre-Process
Title...
L2 Concept
Filter
tag.movie.title “Creed”
{
(
(fb.all.content CONTAINS_ANY “#Creedmovie,#Creedfilm”
OR
links.url CONTAINS_...
Social Pipeline
Social API Apply L1 Title Filter Pull into Spark RDD
Apply L2 Concept
Title Filter Rules
Write to ElasticS...
Michael B. Jordan
Rocky Sylvester StalloneMovies
Boxing
Apollo Creed Carl Weathers
Creed
WB Data
Sales
Supply Chain
Production
Marketing
Physical
Pre-Production
Ratings
Consumer
Exhibitor
Social
Digital
Linear
O...
Anti-Piracy Data Pipeline
Acquire P2P
Attempts
Pull into Spark RDD Apply Matching Logic Write to ElasticSearch Visualize
Demo
Thank you
Brian Kursar – VP Data Strategy and Architecture
WB Data and Analytics
@briankursar
For more information on exci...
Big Data Day LA 2016/ Big Data Track - Warner Bros. Digital Consumer Intelligence at Scale, Brian Kursar, VP Data Strategy...
Big Data Day LA 2016/ Big Data Track - Warner Bros. Digital Consumer Intelligence at Scale, Brian Kursar, VP Data Strategy...
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Big Data Day LA 2016/ Big Data Track - Warner Bros. Digital Consumer Intelligence at Scale, Brian Kursar, VP Data Strategy & Architecture, Warner Bros

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Warner Bros. processes billions of records each day Globally between its web assets, digital content distribution, OTT streaming services, online and mobile games, technical operations, anti-piracy programs, social media, and retail point of sale transactions. Combining these datasets with content metadata, Warner Bros. is able produce Consumer insights and affinity models that result in highly accurate Audience segments.

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Big Data Day LA 2016/ Big Data Track - Warner Bros. Digital Consumer Intelligence at Scale, Brian Kursar, VP Data Strategy & Architecture, Warner Bros

  1. 1. Big Data at WB Brian Kursar – VP Data Strategy and Architecture Big Data Day LA 2016 – West Los Angeles College
  2. 2. 2 COMPANY OVERVIEW Warner Bros. Entertainment Inc., a Time Warner Company, is a fully integrated, broad-based entertainment company. Warner Bros. is the global leader in the creation, production, distribution, licensing and marketing of all forms of entertainment and their related businesses. We stand at the forefront of every aspect of the entertainment industry, from feature films to television, home entertainment, animation, comic books, interactive entertainment and games, product and brand licensing, and broadcasting.
  3. 3. 3 THE TIME WARNER FAMILY OF COMPANIES
  4. 4. Warner Bros. Pictures Group • Crossed the billion-dollar mark for a 15th year running • Over 7000 Feature Films DC Entertainment • Largest English- language publisher of comics in the world, with more than 1,200 titles each year Warner Bros. Consumer Products • More than 3,700 active licensees Worldwide Warner Home Entertainment • Industry- leading 21 percent market share Warner Bros. Television Group • #1 the last 10 out of 11 years, and 23 out of 26 years! • Produced 79 series (69 primetime) for broadcast, first- run syndication and cable in the 2014-15 season Warner Bros. Studio Tours • Harry Potter UK Leavesden Tour • Hollywood Studio Tour WARNER BROS.
  5. 5. Sales Supply Chain Production Marketing Physical Pre-Production Ratings Consumer Exhibitor Social Digital Linear Operations Behavior Inventory Spend Competitors Content Protection Over the Top Theatrical Television Home Entertainment Consumer Products DC Entertainment Theme Parks Studio Tours DATA
  6. 6. STORAGE DATA DISCOVERY AND SELF SERVICE BI PROCESS REAL-TIME VISUALIZATION OUR STACK CODE
  7. 7. Connecting the Dots Isn’t Easy Harry Potter Franchise • Theatrical Movies • Home Entertainment (Blu-ray, Digital Downloads) • Streaming (Netflix, Hulu, etc.) • Television • Video Games • Consumer Products • Theme Parks “I want a 360 Franchise View”
  8. 8. Sales Supply Chain Production Marketing Physical Pre-Production Ratings Consumer Exhibitor Social Digital Linear Operations Behavior Inventory Spend Competitors Content Protection Over the Top Theme Parks Theatrical Television Home Entertainment Consumer Products DC Entertainment Studio Tours Connecting Social
  9. 9. Questions that need answers What is the impact of a trailer drop or a social media comment on… • Theatrical Box Office Sales • Franchise Back Catalog Sales • Consumer Products Sales • Studio Tour Ticket Sales
  10. 10. Connecting Social
  11. 11. 1 • FILTER KEYWORDS Define keyword terms associated with Titles CREED #CREEDMOVIE PAN #PANMOVIE … 2 • CLASSIFY TITLES Tag Filters associated with Titles CREED OR #CREEDMOVIE = CREED 3 • INDEX DATA Write Data to a real-time analysis engine 4 • ANALYZE RESULTS Aggregated data is pushed to Tableau to visualize
  12. 12. Results
  13. 13. Scott Stapp Assassin’s Creed Video Games Music Movies Bread Pudding Recipes Cooking Bands Michael B. Jordan
  14. 14. != !=
  15. 15. !=
  16. 16. Unique Title Very Ambiguous Title Ambiguous Title
  17. 17. Title Ambiguity Scoring
  18. 18. Video ID Facebook Page, Amazon Product ID Apollo Rocky Concept Based Disambiguation != Exclude terms like “band”, “assassin's” “movie”, “film” Unique Social IDs “Boxing” Characters “Creed” “Michael B. Jordan” “Sylvester Stallone” Top Talent
  19. 19. Establishing Context
  20. 20. of Consumer engagement on the Creed Facebook page does NOT contain the keyword “Creed”
  21. 21. Content Context No keyword “Creed” in this post! If Content contains “Uv554B7YHk4” – Classify as “Creed”
  22. 22. Social Pipeline Social API Apply L1 Title Filter
  23. 23. L1 Base Filter tag.movie.title “Creed” { fb.all.content CONTAINS_ANY “Creedmovie,Creedfilm,Creed” }
  24. 24. Social Pipeline Social API Apply L1 Title Filter Pull into Spark RDD Apply L2 Concept Title Filter Rules Pre-Process Title Ambiguity Score and Rules
  25. 25. L2 Concept Filter tag.movie.title “Creed” { ( (fb.all.content CONTAINS_ANY “#Creedmovie,#Creedfilm” OR links.url CONTAINS_ANY “Uv554B7YHk4 ,-HPam119fhM” OR fb.topics.username == “creedmovie”) Unique Values Hash Tags, Video IDs, or Anything on CreedMovie FB Page Title + Disambiguation concepts OR fb.all.content CONTAINS “Creed” NEAR_ANY (Sylvester, Stallone, Michael B. Jordan, Michael Jordan,Tessa Thompson, #SylvesterStallone, #MichaelBJordan, #TessaThompson, Rocky, Apollo, Boxing film, movie, theater, movies, warner bros, wb, warner brothers):10 ) Excluded Terms AND NOT fb.all.content CONTAINS_ANY (assassin, assassins, band, piratebay, torrent, isohunt, megaupload) ) }
  26. 26. Social Pipeline Social API Apply L1 Title Filter Pull into Spark RDD Apply L2 Concept Title Filter Rules Write to ElasticSearch Write to Parquet Visualizations and Ad-Hoc Queries Process in Spark for Affinity Models Pre-Process Title Ambiguity Score and Rules
  27. 27. Michael B. Jordan Rocky Sylvester StalloneMovies Boxing Apollo Creed Carl Weathers Creed
  28. 28. WB Data Sales Supply Chain Production Marketing Physical Pre-Production Ratings Consumer Exhibitor Social Digital Linear Operations Behavior Inventory Spend Competitors Content Protection Over the Top Theatrical Home Entertainment Consumer Products DC Entertainment Television Theme Parks
  29. 29. Anti-Piracy Data Pipeline Acquire P2P Attempts Pull into Spark RDD Apply Matching Logic Write to ElasticSearch Visualize
  30. 30. Demo
  31. 31. Thank you Brian Kursar – VP Data Strategy and Architecture WB Data and Analytics @briankursar For more information on exciting opportunities in Big Data happening at Warner Bros. please come by the Warner Bros. Career Booth here at Big Data Day LA 2016 or check out our careers site at WarnerBrosCareers.com.

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