Grant: Engage Grants Program

This research project will apply data analytics strategies and visualization best practices to the development ofViewerCentric, a software that will allow users to understand various characteristics of an audience, includingpreferences, brand affinities and location within the social media realm. The visualization of complex data willaid content creators in better understanding their audiences and thus lead to the discovery of their content.Discoverability includes understanding audience characteristics. The projects will explore means to combinemultiple data sets and to present the results in such a way that users can take action. We will extend thelearnings to broader partnered research on discoverability of cultural objects working closely with CEO MoyraRogers of Magnify Digital, a Canadian SME. The goal is the development of ViewerCentric (ALERT-TV+) anautomatic proprietary system that will provide content creators with the means to develop effective andmeasurable, online marketing strategies; find and assess audiences, identify opportune channels for reachingthese, and evaluate messaging, funding and advertising opportunities and reports that can be submitted tofunders, broadcasters, sponsors, and stakeholders. Researchers will extend the system to other cultural contentthat has or could have a digital component or tag such as visual art, live entertainment, music and publishing -supporting its discoverability and user analytics. Currently editors and independent producers rely on hunchesand creative vision without understanding the varied demographic differences of their audiences into account,while advertising agencies and brands primarily consider data. The objective is to help cultural industries andnot-for-profits monetize content and balance personalization, market drivers and editorial direction.