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In conversation with Shailesh Kapoor, founder and CEO of media consultancy Ormax Media.
At the recently concluded vdonxt Week, an afaqs! conference about the business of online video, I spoke to Ormax Media s Shailesh Kapoor, a modern day soothsayer, whose job it is to predict whether a given piece of video content will have the desired impact on its intended audience.
His team comprises 27 professionals.
Over 20 minutes, he fielded five questions from me and one from the audience. Watch the full session on video below or read on for highlights.
Edited excerpts.
Ormax is in the business of content testing. You give the makers of content an advocacy score â a numeric word of mouth score that reflects the percentage of people who like something enough to recommend it to others. What kind of content is getting a high score of late and whatâs not working?