Jueves, 23 Agosto 2012 18:06

NETFLIX quiere conocerte

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Identifica patrones de uso similares de otros usuarios para dar recomendaciones
 
Oskar´ es suscriptor de Netflix y un día, al abrir la aplicación en su televisor, se percato que conforme a mas la utilizaba, mas trabajo le costaba decidirse por algunas de la recomendaciones del servicio de streaming de películas se pregunto como hacían para saber que podría gustarle.
Pero para Netflix, Oskar y miles de usuarios mas tienen un comportamiento similar, como el género de películas que usualmente reproducen, las búsquedas de títulos que realizan o las estrellas que han marcado para definir si les gusto o no la cinta.
 
Carlos Uribe , director de innovación de producto enfocado en algoritmos de personalización de Netflix, explico a Interfase que se llevo a cabo un análisis basado en el comportamiento de los usuarios sin entrometerse con su identidad.
Con la información obtenida genera perfiles de consumo con ayuda de algoritmos computacionales desarrollados por ellos mismos.
Uribe es el responsable de programar tales algoritmos, con os cuales identifican el contenido con etiquetas especificas como “thrillers franceses”, por mencionar un ejemplo, y ellos lo muestran solo a usuarios que han visto películas de este género. Con ello evitan que el usuario pase mucho tiempo buscando a fin a sus preferencias.
 
“Es un servicio muy personalizado. Si comparas tu cuenta con la de otra persona, observarías que la filas de recomendaciones son bastante diferentes con la que te mostramos a ti y a los otros usuarios de nuestro servicio”, afirmó Uribe.
 
El directivo de Netflix revelo que cuentan con siete equipos de personas enfocados exclusivamente en desarrollar algoritmos de recomendación, así como un par de equipos de científicos que desarrollan modelos estadísticos, de optimización numérica y de predicciones con el objetivo de ofrecerle al cliente justo lo que quiere ver.
 
“Conducimos experimentos científicos controlados. Por ejemplo, si tenemos una nueva versión de algoritmo, suponte que tenemos 100 mil usuarios de los cuales a 50 mil les mandamos al algoritmo en producción y los otros les mandamos al algoritmo que pensamos es mejor y medimos cómo se comportan”, reveló.
 
Asimismo, agrego que al experimentar con nuevos algoritmos usan métodos estadísticos para evaluar si el algoritmo nuevo les da resultados de mayor consumo de Netflix y menores órdenes de cancelación.
 
Carlos Uribe también explico que las calificaciones de cada contenido mostrado en su catalogo son colocadas por un catalogo que analizan cual ha sido el comportamiento del usuario en los videos que ha observado. En otras palabras, califica las recomendaciones tomando como referencia el patrón de consumo de contenidos similares.
 
Por ejemplo, si reproduce mucho determinado genero, el video recomendado tendrá puntuación alta, o  muchas estrellas pero si ha cerrado varios contenidos con características en común antes de que terminen, la puntuación de videos similares recomendados serán baja. De esta manera el cliente tiene más información para elegir un contenido.
 
“En cuanto un usuario se conecte al servicio, el mejor video par el va empezar a reproducirse, esa es la visión que tenemos y el impacto para el negocio es que la gente mantenga la suscripción del servicio por más tiempo, añadió.
 
 
 
 
Fuente: REFORMA
FECHA: Lunes 23 de julio del 2012     
 
Read 1847 times Last modified on Viernes, 28 Septiembre 2018 21:18
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