Case

Netflix

Two Netflix executives describe the recommender system, its business value and innovation in a peer-reviewed paper. A good source for system-led personalisation.

Industry: Streaming (global)
Frameworks applied: Personalisation versus customisation: two five-stage processes Descriptive, predictive and prescriptive analytics Data-driven marketing loop

Frameworks applied

This case is read through the frameworks below.

Personalisation versus customisation: two five-stage processesWhen a marketing team designs one-to-one offers, should the firm personalise them from customer data or let customers customise the offer themselves?
Descriptive, predictive and prescriptive analyticsWhen a firm's leaders invest in data, which question should it answer for them: what happened, what will happen, or what should we do?
Data-driven marketing loopWhen a marketing team holds plenty of customer data yet still decides on gut feel, how can it link collection, analytics, automation and testing into one continuous loop?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

Gomez-Uribe, C.A. and Hunt, N. (2016) ‘The Netflix recommender system’, ACM Transactions on Management Information Systems, 6(4), pp. 1–19.doi:10.1145/2843948 Source page