CMGT 564: Methodological Fundamentals of Big
Data in Communication
4 Units
Spring 2022 Tuesday 6:30-9:20 pm
Section: 21783
Location: Zoom link tbd
Instructor: Drew Shackleton
Office: Zoom link tbd
Office Hours: Tuesday 5:00-6:00 pm.
Contact Info: drew.h.shackleton@gmail.com
Course Description
The film and TV business has experienced significant transformation over the last decade with evolving business
models, distribution practices, marketing strategies, and consumer behavior – and big data sits at the heart of it all.
In this course, we will explore why data is so important to Hollywood today, where it is sourced, who utilizes it, and
how it offers a competitive advantage. Specifically, we will examine the key use cases of big data throughout the
lifecycle of a title and the key underlying performance metrics, such as box office, TV ratings, and streaming
activity. As students become exposed to these numerous data points, they will learn to contextualize the data
through norms, historicals and the selection of comps. Students will ultimately be asked to draw insights from
datasets by employing data wrangling techniques and analytical methodologies.
Student Learning Outcomes
The primary goal is to help students better translate data into actionable insights and utilize analytics to inform key
decisions around content investment and programming, release strategy, optimal distribution model, and a title’s
marketing campaign. By completing this course, students will have the ability to:
● Derive conclusions from datasets toward real industry challenges
● Speak the language of entertainment research and analytics and be fluent in big data terminology
● Communicate insights to stakeholders connecting the data to business priorities
● Prepare data visualizations and dashboards to effectively present findings
● Articulate the current state of the film and TV industry, their changing business models, and the
importance of consumer data
Prerequisite(s): None
Co-Requisite(s): None
Concurrent Enrollment: None
Recommended Preparation: CMGT 540 Uses of Communication Research or equivalent
Course Expectations/Policies
Policies on Attendance
Class attendance and punctuality is critical for you and your classmates to get the most out of this course;
however, health issues and personal emergencies are to be expected. I expect email notification in advance if you
are going to miss or be late for class. First nondisclosed absence is excused no questions asked, second absence
lowers final grade by 1%, 3rd lowers by another 2%, 4th lowers by additional 3%, missing more than 4 classes put
you at risk for failing the class. Tardiness is ½ of the aforementioned penalty.
Class Conduct
In each lecture, I will encourage and facilitate discussions among the class and within breakout rooms. These
discussions need to be civilized and respectful and relevant to the topic we are covering. Class discussion should
convey a variety of viewpoints – this can only be achieved if we respect each other and our differences. I also
encourage all students to keep video on to maximize interaction and engagement.
Technology
Classes will be held online remote live via Zoom, so please resolve any issues with this software in advance of class.
Sessions will be recorded and saved on Blackboard for access. Most course materials will be stored on USC-
provided Google Drive, and work organized on Google Sheets and Docs. Thus, access to Google is mandatory.
Remote students may need reliable and fast VPN. USC provides a reliable VPN but often degrades connection
speed. A good VPN usually allows you to set a location, e.g., United States, such that you can access content on
YouTube, Netflix, and other platforms. I recommend ExpressVPN.
Required Readings and Supplementary Materials
The following book is required:
Knaflic, C.N. (2015). Storytelling with Data. John Wiley & Sons, Inc. Hoboken, NJ:
o Physical book, or
o eBook via USC Library (free)
The following case is required (for purchase):
● HBS Legendary Analytics
The following movies are required:
● The Great Hack
● Moneyball
Description of Assignments & Weights Toward Final Grades
Assignment Points % of Grade
Class Participation 10%
Class sessions will only be as valuable as the effort you put in and
therefore a major component of the grade. To participate well
takes preparation, i.e., to read and watch the various materials
assigned, before class. Participation can take the form of
answering questions, asking questions, making an assertion,
responding to a point, or engaging in breakout sessions.
Bi-Weekly Homework 15%
Students will be asked to respond to 1-3 thought starter questions
related to the upcoming class session, often tied to the
readings/viewings. These will be open-ended questions with the
expectation of a thoughtful answer to better prepare for the topic
at hand. [5-7 pieces of work; 100-250 words each]
Midterm 25%
Between weeks 7 and 8, there will be a take-home assignment
with a set of questions and exercises based on weeks 1-7
learnings. These will be short answer questions, totaling 500-800
words. Students will be graded on these topics:
● Extracting insights from Excel database
● Television & streaming data
● Box office data
● Film & TV business models
● Comping & forecasting
Final Project 50%
On teams of 4-5, students will advise on a programming and
audience activation strategy for a new streaming service based on
viewership data from a recent trial, consumer survey data, and
the current competitive landscape. Students will be graded on
these topics:
● Extracting Insights from Excel database
● Data communication and visualization
● Command of film and TV business (landscape and
business models)
● Audience activation via consumer data
● Data driven programming
● Social and search data
● Presentation and delivery
● Attendance and participation in final session
● Peer review
TOTAL 100%
Grading Scale
94 to 100%: A 80% to 83%: B- 67% to 69%: D+
90% to 93%: A- 77% to 79%: C+ 64% to 66%: D
87% to 89%:
74% to 76%: C 60% to 63%: D-
B+
84% to 86%: B 70% to 73%: C- 0% to 59%: F
Grading Standards
Letter Description
Grade
A Excellent; demonstrates extraordinarily high achievement; comprehensive knowledge and
understanding of subject matter; all expectations met and exceeded.
B Good; moderately broad knowledge and understanding of subject matter; explicitly or implicitly
demonstrates good, if not thorough understanding; only minor substantive shortcomings.
C Satisfactory/Fair; reasonable knowledge and understanding of subject matter; most expectations
are met; despite any shortcomings, demonstrates basic level of understanding.
D Marginal; minimal knowledge and understanding of subject matter; more than one significant
shortcoming; deficiencies indicate only the most rudimentary level of understanding.
F Failing; unacceptably low level of knowledge and understanding of subject matter; deficiencies
indicate lack of understanding.
Grading Timeline
Grading Timeframe and Missing or Inaccurate Score Inquiries/Disputes
For effective learning, students should receive timely feedback on assignments and exams. Therefore, every
attempt will be made to grade assignments/exams and post grades within two weeks. Scores for all assignments
and exams are regularly updated on Blackboard. You are responsible for notifying the Instructor within one (1)
week of a score posting if you think a score is missing or inaccurate. Moreover, you only have this period of time to
contest a score on an assignment/exam. If you fail to inquire/notify us of any discrepancy, missing score, or contest
a score within one week of the date the score is posted, there is no guarantee that changes will be made.
Assignment Submission Policy
A. All assignments are due on the dates specified. Lacking prior discussion and agreement with the instructor, late
assignments will risk a grade reduction (instructor may specify points or letter grade reduction in specified time
frame, e.g. per day, per week)
B. Assignments must be submitted via [Blackboard, Multimedia Asset Management (MAM) system, email, etc.]
Course Schedule: A Weekly Breakdown
Important note to students: Be advised that this syllabus is subject to change - and probably will change - based on
the progress of the class, events, and/or guest speaker availability. Students should consult the University
Registration Calendar for dates associated with add/drop deadlines, fees, and grading options.
Topics/Daily Activities Readings/ Homework Deliverable/Due
Dates
Week 1 Importance of Big Data in Preview
Dates: 1/11 Hollywood: assignment: self-
● Review syllabus introduction
● Discuss the history,
evolution, and role of data
in Hollywood
● Discuss the meaning of
“big data”
● Examine how to build and
manage a database in Excel
Week 2 Linear Television: Analyst Report: The Pay-TV Bundle [MLK Day: Monday,
Dates: 1/18 ● Review the evolution of Looks Even More Doomed—And January 17]
the TV business Streaming Won’t Save It
● Explore the fundamentals Self-introduction
of linear TV data (ratings, Nielsen Under Siege: Who (If due
reach, etc.) Anyone) Will Capitalize on the
● Weigh the pros and cons Ratings Giant’s Woes?
between panel-based data
vs. user level data WarnerMedia Plans to Launch
Nielsen Measurement Alternative
Excel Insight Extraction #1 in 2022
● Advanced Filtering
● Pivot Tables The Next Gen Of Audience
Measurement Will Require Big
Data
How Smart TVs in Millions of U.S.
Homes Track More Than What’s
On Tonight
Watch Tutorial: Advanced Filtering
Watch Tutorial: Pivot Tables
Week 3 OTT Streaming: TV Ratings And Box Office Homework
Dates: 1/25 ● Examine cord cutting and Numbers Grow Increasingly Fuzzy assignment due
the shift to streaming As Nielsen And Rivals Grapple
● Discuss studios’ DTC With Streaming Boom
strategy
● Explore the fundamentals Why Streamers Are Stalling on
of OTT data Sharing Data
Excel Insight Extraction #2: Will the Stars Ever Make Money in
● If-then formulas This Town Again?
● Text to Columns
● Title Matching Watch Tutorial: If-Then formulas
Watch Tutorial: Text to Columns
#1
Watch Tutorial: Text to Columns
#2
Week 4 Box Office: How’s Hollywood to Plan When It [Chinese New Year]
Dates: 2/1 ● Introduce basic box office Doesn’t Know Who’s Watching
metrics What?
● Examine how the data is
collected and how it is Watch Tutorial: Look-Up Formulas
used to measure
performance and inform Watch Tutorial: Sumi-If Formulas
release strategy
● Explore different types of
distribution rights
Excel Insight Extraction #3:
● Look-Up Formulas
● Sum-If
Week 5 Film and TV Business Models: How Exactly Do Movies Make Homework
Dates: 2/8 ● Dive deeper into Money? assignment due
windowing and the
different revenues streams A Guide to How Each Studio Now
for TV and film Handles Theatrical Windows
● Examine how
independents versus Change the channel: How
majors approach ViacomCBS is managing the
distribution transition from linear TV to
streaming
Excel Insight Extraction #4:
● Building Graphs in Excel CORONAVIRUS DRAINS VALUE OF
PAY-TV INDUSTRY
Hollywood studio filmmaking in
the age of Netflix: a tale of two
institutional logics
Week 6 Comping and Forecasting: Moneyball [Movie]
Dates: 2/15 ● Explore methods of
projecting performance Long Range Box Office Forecast:
with historicals Spider-Man
● Introduce ultimates and
greenlight modeling How Netflix Reverse-Engineered
● Examine different ways to Hollywood
comp titles and metadata
to categorize them
Guest Speaker: TBD
Week 7 Data Driven Creative Leveraging analytics to produce [Presidents’ Day:
Dates: 2/22 Development and compelling and proftable Monday, February
Programming: flm content 21]
● Examine how studios are
utilizing big data to inform Netflix Estimates ‘Squid Game’ Midterm due
creative decisions Will Be Worth Almost $900 Million
● Explore different
approaches to extract The X Podcast: What’s
insights from viewership Hollywood's Next Big Move?
data to guide programming Based on the data (wink), it looks
strategy like allowing AI to help make their
biggest decisions
Guest Speaker: Mark Hoebich
(Variety Insights)
Week 8 Leveraging Social and Search Peering into the Internet Abyss: Homework
Dates: 3/1 Metrics: Using Big Data Audience Analysis assignment due
● Examine how social and to Understand Online
search data can be used to Comments
keep a pulse on the
mainstream and represent Early Prediction of Movie Box
a reliable alternative data Office Success Based on Wikipedia
source Activity Big Data
● Introduce social listening
and sentiment analysis
● Review key sources of
social and search data
Guest Speaker: Rebecca Agbe-
Davies (Sony Pictures)
Week 9 Consumer Data for Audience The Great Hack [Movie] Homework
Dates: 3/8 Activation: assignment due
● Take a closer look at what Legendary Business Case
it means to “own the
consumer” via 1P data
● Explore how consumer
data is leveraged for
targeted activations
● Introduce closed loop
attribution for monitoring
of campaign performance
Guest Speaker: TBD
Dates: 3/15 No Classes [Spring Break]
Week 10 Introduction to Data Storytelling with Data: Chapters 1-
Dates: 3/22 Visualization and BI 3
Dashboards:
● Review the key graphs and
visuals offered by Excel and
how to construct them
● Explore different types of
business intelligence
dashboards and how they
are utilized
Week 11 Designing Effective Storytelling with Data: Chapters 4- Homework
Dates: 3/29 Visualization: 6 assignment due
● Explore how to make data
visuals consumable for all
stakeholders
● Discuss the common
pitfalls of data
visualizations
Week 12 Data Storytelling: Storytelling with Data: Chapters 7-
Dates: 4/5 ● Examine how data can be 8
incorporated into
presentations/discussions
to persuade
● Review the do’s and don’ts
of communicating analytics
● Discuss how to adapt
communication based on
the audience
Week 13 Finals Workshop
Dates: 4/12
Week 14 Finals Presentations
Dates: 4/19
Week 15 Finals Presentations Class evaluations
Dates: 4/26
STUDY DAYS
FINAL EXAMS Reflection and Commentary
Dates: 5/10 of the Class
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