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That kind of granular insight into the composition of the audience for the Hugh Jackman musical wouldn’t have been possible at Fox even a year ago. But it’s becoming more common across the entertainment business as more content consumption moves to mobile platforms, which is enabling marketing executives to get a deeper understanding of the user base than other media afford.
The race is on for consumer data. But buckets of data aren't enough. You have to be able to ask the right questions, have data scientists that know how to extract relevant and valid data and not lose sight of the fact that you're talking about human behavior--real people--not bots and widgets. Data is only as good as your ability to extract the story it tells in human terms.
Showman, Beauty and the Beast and Pitch Perfect (1, 2 & 3) are all about the fundamental drive people have for affiliation and acceptance. Social connection is essential to our emotional and physical health. Social exclusion, from giving a toddler "time-outs" to outright rejection and bullying, triggers the same areas of the brain as physical pain.