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Media's blockbuster business tool: big data

As media companies build up their analytic capabilities for greater success, executives need to stay focused on business outcomes.

Netflix brought superior data to the bidding for the political drama 'House of Cards', based on its in-depth and fine-grained analysis of viewers' habits over many millions of show viewings. They thus made a bolder bid and won the show - as well as three Emmy awards.

EXECUTIVES in nearly every industry are looking for ways to reap value from analytics, but media companies may have better opportunities than most. Every song listened to, every minute of video viewed, every online page that is clicked contributes to the mountains of data that tell them what