1、Accelerating the Development of Viewership Personas with a Unified Feature StoreDIRECTVMalav Shah and Taylor HosbachDatabricks202322023 DIRECTV.DIRECTV and all other DIRECTV marks are trademarks of DIRECTV,LLC.Advances in technology and the boom in content creation have ushered us into a new era.As
2、demand for media grows and evolves,we remain committed to providing unparalleled entertainment experiences.A NEW ERA OF DIRECTVNewton(Unified Feature Store)Database with a consolidated 360 degree view of the customerViewershipDIRECTV.com User InteractionsBillingPoint-of-sale and active subscriptionM
3、arketing&Contact Center Touchpoints1000+customer attributes curated from all business domains to accelerate machine learning&analyticsNewtonUse CasesModelingStreaming DataStreaming ProcessingData Warehouse Batch SQL JobsNEWTONCreate&publish features1NEWTONAutoML TrainingReuse features for ML project
4、2CampaigningNEWTONCampaign Decisioning PlatformCampaign ExecutionInteractionsAnalyticsModel RegistryNewtonDeploymentRemote project repository1Databricks Repository2Run via Databricks Workflows3Viewership PersonasExploration and TrainingEngineer features from the 500+viewership attributes in NewtonBa
5、lance seasonality and recency of user watch behaviorsViewership PersonasEvaluation and VisualizationConsider silhouette scores and other dispersion metricsBusiness TargetabilityAre the separating variables explainable?Can we create tailored messaging?Viewership PersonasBatch Scoring with Databricks Jobs and DeploymentNEWTONGolden Generation(Enterprise Segment)High LTVTarget Cohort For Campaign XSports Fanatics(Viewership Persona)Customers
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