Synamedia has launched what it describes as the industry’s first business insights solution to take a holistic view of traditional pay-TV and OTT businesses and reveal critical behavioural and consumption insights.
The solution, named Clarissa, can provide insights into boosting engagement, reducing churn, increasing ARPU and cutting unnecessary costs. It applies artificial intelligence and machine learning to reveal new business insights that deliver improvements including ROI on content spend and call centre metrics, said Synamedia.
Clarissa offers insights across applications using siloed data sets. The applications are viewing quality, user experience, content consumption, and advertising insights.
According to Synamedia, because the solution unifies data from a number of sources, it can provide clarity on performance “across all video services, allowing customers to understand not only what content is popular but on which devices and in what format”.
“By using machine learning to analyse content metadata, Clarissa can predict which content will increase engagement,” said the company. “Customers can then reduce their long tail of unpopular content and only renew rights for those platforms and devices that viewers actually use, increasing ROI on content licensing and acquisition costs.”
Clarissa is available as a managed software-as-a-service, and supports pay-TV and OTT providers including direct-to-consumer.