The insights obtained through Clarissa can be applied to meet KPIs such as boosting engagement, reducing churn, increasing ARPU and cutting unnecessary costs.
Independent video software provider Synamedia has launched Clarissa, a new business insight product that is able to analyse consumer behavioural and consumption habits.
Available as a managed software-as-a-service, Clarissa supports pay-TV and OTT providers including direct-to-consumer. It works on Synamedia’s only Infinite platform and can integrate third-party data sources to build insights in days instead of months.
Insights from Clarissa can be applied to meet KPIs such as boosting engagement, reducing churn, increasing ARPU and cutting unnecessary costs. By applying AI and machine learning techniques to the data, Clarissa reveals new business insights that deliver improvements including ROI on content spend and call centre metrics.
Clarissa brings together information drawn from its four applications: viewing quality, user experience, content consumption, and advertising insights. Users can change any element of their service and immediately see the impacts it has on other metrics. This includes fine-tuning the new customer on-boarding flow or streamlining the journey to content by reducing the number of clicks. It can also analyse content metadata to predict which content will increase engagement.
By unifying data from many sources, Clarissa provides 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 analyze content metadata, Clarissa can predict which content will increase engagement. 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.
Amruta Shankar, Director of Data and Analytics at Synamedia, said: “Clarissa turns what has been a dark art into a science. It democratises data by giving insights to all decision-makers. Video service providers need a trusted data partner with an unrivalled understanding of video and TV to help them see the bigger picture and improve their service offering. Now, armed with deep insights into their viewers’ needs and the value of their services, video service providers can adapt to win in today’s attention economy.”
