Mirada taps into AI for audience segmentation

Digital TV technology outfit Mirada has introduced an advanced AI clustering engine to its Segmenter product to bring artificial intelligence and machine learning techniques to user segmentation for video services.

José-Luis Vázquez

Mirada has complemented its user segmentation tool Segmenter with the advanced clustering engine. Segmenter is a backend tool that forms part of Mirada Iris, the end-to-end solution to deliver viewing experiences across devices.

Mirada said that the integration with the data analytics and business intelligence tool LogIQ enables Mirada’s advanced clustering engine to achieve inferred user segmentations using AI and machine learning. An integral part of Segmenter, this engine leverages the latest tech trends to develop segmentations that can automatically identify subscribers based not only on preferences and consumer habits, but also operational settings, subscription value and can anticipate changes in user behaviour, according to Mirada.

Mirada said that the advanced clustering engine can help video services with A/B testing across their platform of both content and advertising promotions, as well as partial deployments of functionalities that could enhance the viewing experience of key user groups.

Making use of inferred segmentations, operators can also acknowledge technical issues affecting specific user segments and act accordingly, for example, targeting lower image quality content to viewers with a compromised internet speed, said Mirada.

Mirada said that video services would be able to tap into the technology to understand their subscribers beyond self-reported data and harness insights on preferences and habits to deliver personalised viewing, with an adaptive content catalogue, promotions and even user interfaces.

Currently, Segmenter is deployed for several Mirada customers worldwide, including telcos in Mexico, Spain and in the Caribbean, with more to come in Asia and America, according to Mirada

Mirada CEO, José-Luis Vázquez, said: “After empowering operators worldwide with the latest super-aggregation possibilities, state-of-the-art BYOD and hyper-personalisation of the viewing experience, we now bring forward the trends that are reshaping the tech world as we speak and make them ready to be fully harnessed by video services. With our advanced clustering engine, we continue to work hard to maintain our position as industry trailblazers, helping our customers future-proof their offerings – while writing that future themselves.”