The argument of the article is that Netflix's dataset doesn't really help them make decisions like what the content of their next documentary should be. It argues that what happens instead is that Netflix's programming honcho, Ted Sarandos, picks projects based on the person who's putting them together, looking for creators with a solid creative track record and an existing cult following:

> I began to sense that their biggest bets always seemed ultimately driven by faith in a particular cult creator, like David Fincher (“House of Cards”), Jenji Leslie Kohan (“Orange is the New Black”), Ricky Gervais (“Derek”), John Fusco (“Marco Polo”), or Mitchell Hurwitz (“Arrested Development”)... I do think that there is a sophisticated algorithm at work here—but I think his name is Ted Sarandos.

So take the case of the Nina Simone doc. It was directed by Liz Garbus (http://en.wikipedia.org/wiki/Liz_Garbus), whose previous films have been Sundance- and Oscar- fare for a few years now. So it could just be that Sarandos looked at her track record and decided that Garbus was an up-and-coming talent, and that mattered more than the specific content of whatever her next project was going to be. He was just betting that a Liz Garbus documentary was going to be great, no matter what story it told.

No, but their data allows filmmakers to gain a better idea of what the consequences of certain decisions are likely to be. It's not so much as allowing algorithms to dictate creative decisions as it is enabling those decisions to be better informed. As for targeting film festivals in particular, I've no doubt that Netflix has sufficient data to look at sort of festival-goers (and those like them) in particular. While it can't provide a guaranteed formula for festival success, it should still give a filmmaker another tool that helps them do their work.