When we look back on 2020, Hollywood will probably think of it as a pivotal time for the data produced by such things as stream-ing entertainment and social media but data analysts and strategists have been working with talent agencies for years to uncover powerful opportunities for their clients.
Strategists can use data to unearth potential indexing (Your fan base also tends to use financial services and love dogs? Who knew?!) that could lead to endorsement deals, product development or decisions about casting or projects. They can also tell you where the pastures might not be as green.
“There’s been an absolute maturation process in the breadth and depth of data available to agencies such as ours as well as the entertainment industry writ large,” says Keith Friedenberg, chief analytics officer for Endeavor, and an analytics veteran with more than three decades of experience. “It’s been a massive evolution and escalation in the quality and the vast array of metrics you can look at and the different KPIs [key performance indicator] you can assess. It’s very empowering, I think, to us as an agency and ultimately to the objectives of our clients that there’s a much more extensive toolkit to lean into to derive these stories.”
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