Amazon Prime Video will make a huge marketing push behind marquee series "Rings of Power." Former marketing chief Ukonwa Ojo told Insider about how the company uses data connect with audiences. Amazon does deep analysis of user comments, she said, for clues about what viewers care about — Prime Video's marketing team also factors in the cultural mood. You need data that moves at the pace of culture. They're going to need to be transported to a completely different world — so world-building shows — and they're also going to need some joy and some levity and some laughter.

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