Applications of Users' Data Analysis

in SMG MAM SystemsWangYi

Shanghai Media Group (SMG)● TV

● Radio

● Print

● New Media

● Tourism & Real

Estate

● Live Entertainment

Capital Assets : RMB 43.5 Bln

Employees : 18,000

Shanghai Audio Visual Archives (SAVA)

Established in 1984Belongs to SMG1.3 Million Tapes of Archives530,000 Hours Digital FilesHistorical Archives of ShanghaiImplement MAM Systems since 2002

The Evolution of SMG MAM Systems

Carrier

Digitization

Content

Knowledge

1984～ 1999

2000～ 2005

2006～ 2012

2013～ 2016

User Oriented in Omnimedia Age

Archive

UserSystem

User Portrait Based on Data Analysis

Editorial Staff

Archive Staff

Public

User Portrait

Users' Data Analysis

VLife Cycle of FilesProportion of DownloadsDownload History1

VPrecision Ratio and Results RankingBusiness ScenarioSearch Words2

VMine the Value of Archives Reduce Cataloging CostsClick-

through Rate3

Download History

Particular Period Particular User Particular File

Download History

1M2M3M4M5M6M7M8M9M 10M

11M

12M

13M

14M

15M

16M

17M

18M

19M

20M

21M

22M

23M

24M

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

NewsSportsFinanceEntertainment

Life Cycle - Period between Creation and Download Date

Download History

Local Domestic International Others0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

For OwnFor ALL

Proportion of all Downloads and Own Category

Download History Peak or Trough - Time Distribution of Downloads

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

NewsSportsFinanceEntertainment

Download History User Self-Download and Manual Assist

News Sports Finance Entertainment0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

SelfAssist

Search WordsWhy users can not find what they want?

● Precision Ratio and Results Ranking● Business Scenario

Scenario

Catalogue

Search Habits

Search WordsOwn Enterprise Standards for Cataloging

Search WordsSearch Words & Controlled Vocabulary

交通整治

梅葆玖

麦克拉伦

创意天下

郭敬明

博尔特

温州

黄山

气候大会

欧洲杯

Search WordsKeep up the Pace of Content Production in New Environment

Cataloging Standard

Video

Audio

Image

Text

Automatic Cataloguing

Segmentation

Text entry

Character recognition

Eliminating redundancy

Click-Through RateMine the Value of Archives (Especially Those rarely Downloaded)

Have beenDownloaded

Have not Been

Downloaded45% 55%

Archive in SMG News MAM

ValueDownload

History

Experience

Click-Through Rate

Evaluation Indicators & Subjective Judgment

Knowledge ManagementSMG MAM Systems Located in Different Mansions

Knowledge ManagementMAM Portal for Cross-System Search and Download

Knowledge ManagementMAM Encyclopedia for Knowledge Sharing Community

Knowledge ManagementOfficial Website and WeChat for Archive Social Sharing

Thanks