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SMiB09 Mark Redgrave

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Sentiment and Intent: the hidden gems within conversation …

Sentiment and Intent: the hidden gems within conversation
Mark Redgrave OpenAmplify - This session will investigate the value that social media holds and the implications for businesses, as well as providing guidance on how they can filter out the noise, understand the conversations and action it appropriately. It will also explain how this space is evolving and the role that the semantic web may play in the future.

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Transcript

  • 1. Mark Redgrave , Founder & CEO
  • 2. Setting the Scene…
    • US Online Advertising Market, 2008 = $23BN **
    * Firest Research, 2009 ** IAB/PWC, 2009
  • 3. Setting the Scene…
    • US Online Advertising Market, 2008 = $23BN **
    • US Telemarketing Market, 2008 = $15BN *
    * Firest Research, 2009 ** IAB/PWC, 2009
  • 4. Setting the Scene…
    • US Online Advertising Market, 2008 = $23BN **
    • US Telemarketing Market, 2008 = $15BN *
    • Telemarketing is still HUGE. Why?
    * Firest Research, 2009 ** IAB/PWC, 2009
  • 5. Setting the Scene…
    • US Online Advertising Market, 2008 = $23BN **
    • US Telemarketing Market, 2008 = $15BN *
    • Telemarketing is still HUGE. Why?
    • When you have a conversation with someone,
    • you find stuff out!
    * Firest Research, 2009 ** IAB/PWC, 2009
  • 6. The Opportunity & Challenge
    • Social Media is stimulating conversation like never before…
  • 7. The Opportunity & Challenge
    • Social Media is stimulating conversation like never before…
    • Very rich data:
      • Feelings, likes and dislikes, emotions and intentions
  • 8. The Opportunity & Challenge
    • Social Media is stimulating conversation like never before…
    • Very rich data:
      • Feelings, likes and dislikes, emotions and intentions
    • But how can we harness those?
      • At huge scale
      • Fast enough to be useful
      • Economically?
  • 9. The Opportunity & Challenge
    • Social Media is stimulating conversation like never before…
    • Very rich data:
      • Feelings, likes and dislikes, emotions and intentions
    • But how can we harness those?
      • At huge scale
      • Fast enough to be useful
      • Economically?
  • 10. Semantic Technology: Principle
    • “ I really like the new Hybrid vehicles. It would be cool to test drive the new Lexus 400h. Let’s go at the weekend”
  • 11. Semantic Technology: Principle
    • “ I really like the new Hybrid vehicles . It would be cool to test drive the new Lexus 400h. Let’s go at the weekend”
    Vehicle + Lexus = Automotive!
  • 12. Semantic Technology: Principle
    • “ I really like the new Hybrid vehicles . It would be cool to test drive the new Lexus 400h. Let’s go at the weekend ”
    Vehicle + Lexus = Automotive! Vehicle + Lexus = Automotive! Attitude = Positive Intent = Test Drive Timescale = Weekend
  • 13. Semantic Technology: Principle
    • “ I really like the new Hybrid vehicles . It would be cool to test drive the new Lexus 400h. Let’s go at the weekend ”
    Vehicle + Lexus = Automotive! Attitude = Positive Intent = Test Drive Timescale = Weekend Vehicle + Lexus = Automotive!
  • 14. Semantic Technology: Principle
    • “ I really like the new Hybrid vehicles . It would be cool to test drive the new Lexus 400h. Let’s go at the weekend ”
    Vehicle + Lexus = Automotive! Attitude = Positive Intent = Test Drive Timescale = Weekend COMPLEX! 200 man years 12 Granted Patents Vehicle + Lexus = Automotive!
  • 15. OpenAmplify Generates ‘Signals’ Topics People Brands Sentiment Actions! Intentions! Locations Timescales Education Categories Gender Age
  • 16. OpenAmplify Analysis: Example Sentiment is Associated directly with most relevant Topics Discrete values represented in XML feed
  • 17.
    • So, how can semantic technology help you ?
  • 18. How Does this Help Me ?
  • 19. How Does this Help Me ? Brand Safety: Protecting your brand from inappropriate content
  • 20. How Does this Help Me ? Brand Safety: Protecting your brand from inappropriate content Insight/Reputation: How do people really feel about my brand (R&D)
  • 21. How Does this Help Me ? Brand Safety: Protecting your brand from inappropriate content Insight/Reputation: How do people really feel about my brand (R&D) Intent: Discover new triggers that make people act!
  • 22. How Does this Help Me ? Brand Safety: Protecting your brand from inappropriate content Insight/Reputation: How do people really feel about my brand (R&D) Intent: Discover new triggers that make people act! Audience: Combine sentiment and intent to understand true ‘influencers’ by topics
  • 23. How Does this Help Me ? Brand Safety: Protecting your brand from inappropriate content Insight/Reputation: How do people really feel about my brand (R&D) Intent: Discover new triggers that make people act! *Golden Egg* Audience: Combine sentiment and intent to understand true ‘influencers’ by topics XML data
    • Ad Servers
    • Listening Platforms
    • Analytics Systems
      
  • 24. How Does this Help Me ?
    • Understand the conversation
    • Find what’s truly relevant
    • Act appropriately
    Brand Safety: Protecting your brand from inappropriate content Insight: How do people really feel about my brand (R&D) Intent: Discover new triggers that make people act! Audience: Combine sentiment and intent to understand true ‘influencers’ by topics
  • 25. It’s Happening Now
    • We currently supply over 400 company customers with semantic data
    (ad networks!) (publishers)
  • 26. @openamplify [email_address] www.openamplify.com

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