Coding everything mobile introducing recognology - kantar

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Coding everything mobile introducing recognology - kantar

  1. 1. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  2. 2. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  3. 3. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  4. 4. MRMW Singapore March 2014 Coding everything mobile: Introducing Recognology Mardien Drew Head of Digital Incubation Team mardien.drew@kantar.com
  5. 5. 2 Follow the consumer path…
  6. 6. 3 Caution: Image avalanche
  7. 7. Introducing Recognology
  8. 8. 5 Coding thousands of images Sources of Images • Mobile Diary Studies • Extractions from Social Media Sites • Still extracted from Video • Images from Life-blog or Wearable Cameras
  9. 9. 6 Case study: Mobile beverage consumption diary survey
  10. 10. 7 Combining automated coding with crowd sourcing to improve accuracy
  11. 11. 8 Automated coding is not always the solution – sometimes the crowd is best! Coding/Tagging Techniques • Use automated coding to eliminate duplicates and dark/blurry images • Automated coding platform groups similar user images • Grouped images loaded to Crowd Sourcing • Final in-house QA.
  12. 12. Case study: WPP The Store’s Holiday Wrap 9
  13. 13. 10 Recognology - Object Recognition challenges
  14. 14. 11 Recognology – Location/context recognition Coding/Tagging Techniques • Use automated coding to group images both by time and by similarity • We then end up with manageable scenes which we can then further explore. • They were in a phone • They were in a Café • They were on a train
  15. 15. 12 Location mapping
  16. 16. 13 Brands travel through social media…
  17. 17. 14 And brands travel unintended…
  18. 18. What’s next? 15 OCR= Optical Character Recognition
  19. 19. To summarise 16 We need to do this now!– Volumes of images are huge and will only increase with new devices with camera feature launched frequently. Enhancing existing mobile offers - e.g. mobile consumption diaries and path to purchase. Learning – There are some challenges to overcome. Tech is not optimal yet. But we have find an interim solution consisting of a combined approach. And we still need people!
  20. 20. THANK YOU FOR FURTHER INFO CONTACT MOBILE@KANTAR.COM or visit www.kantar.com 17
  21. 21. Title Sponsor Gold Sponsor Silver Sponsors Bag Sponsor Workshop Host Sponsor Event App Partner Networking Reception Partner March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  22. 22. Association and Media Partners March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net
  23. 23. March 4-7, 2014 Ramada Hotel, Singapore www.mrmw.net

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