The entertainment business (books, film and music) was among the first to be disrupted by digital. In fact, pioneering digital native companies took the high ground by applying Code Halo thinking to better target and understand consumer tastes and preferences by decoding meaning from digital fingerprints left by their every interaction and transaction on their websites and across social media.

Companies such as Amazon and Spotify effectively harness the digital data they collect to decide which products to promote, to whom and when. This approach has helped Amazon, Apple, Facebook, Netflix and Pandora generate $1 trillion in market cap.

This video examines the current state of data‑driven business value in the entertainment industry. There is a wide chasm between companies' success in leveraging big data and their aspirations. The video highlights the opportunity – a potential revenue increase of between 7% to 15% – for entertainment and media companies willing to address various challenges posed by Code Halo thinking, such as finding the right skills and extracting real value from the masses of data available.

To learn more visit Cognizant's media & entertainment practice.