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The Social Conference - De toekomst van Social Media Analyse: Foto's doorgelicht & AI - Marian Cramers


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Crimson Hexagon's platform voor consumenteninzichten geeft toegang tot 's werelds grootste database aan social media berichten en beelden en wordt gestuwd door onze gepatenteerde AI-algoritmen en uw unieke kennis en expertise.

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The Social Conference - De toekomst van Social Media Analyse: Foto's doorgelicht & AI - Marian Cramers

  1. 1. 1 The Social Conference AI and Image Analysis
  2. 2. 2 We are the trusted partner to THE INDUSTRY’S LEADERS Unique partners THE MOST UNIQUE & COMPREHENSIVE DATA PARTNERSHIPS
  3. 3. 3 Social Data Can Answer Big Questions •  How do I find viable new audiences and engage them? •  How do I identify consumer trends that will impact my business? •  What new products and features does the market most want? •  What messaging will most resonate? •  What drives consumers to purchase?
  4. 4. 4 If the answer to any of these questions is no, you’re not alone 73%Of business executives name understanding and improving the customer experience as their top business priority* *Forrester Research | Harvard Business Review | The CMO Council, IBM 30%Of companies believe they understand their customer needs well enough to identify what initiatives will drive growth* 50%Of all marketers say they have challenges gathering and centralizing customer data so they can glean a clear picture of the customer* If the answer to any of these questions is no, you’re not alone
  5. 5. 5 Those that extensively use customer analytics vs those that do not McKinsey & Co
  6. 6. 6 Definition Machine Learning A subfield of artificial intelligence with the goal of teaching computer systems to perform a task. Computer systems gain experience by observing patterns from examples rather than being programmed with explicit instructions or rules to follow.
  7. 7. 7 Machine learning works well with data that is COMPLEX (each item may have many attributes or observations)
  8. 8. 8 Machine learning works well with data that is NOISY (patterns are complicated by random deviations)
  9. 9. 9 Machine learning works well with data that is UNSTRUCTURED (Ambiguous or meaning is difficult to interpret)
  10. 10. 10 Types of Machine Learning Supervised Given a set of examples with a corresponding answer, learn to predict new answers based on patterns. Machine Learning Unsupervised Find interesting structure in a set of examples from similarities between them.
  11. 11. 11 Nespresso
  12. 12. 12 Royal Canin- Counterfeit Goods Alert
  13. 13. 13 Dog Food Following Human Trends? 13
  14. 14. 14
  15. 15. 15 819,417,600 hours or 95,394 years of video are on YouTube alone 3 billion photos shared on social media daily
  16. 16. 16 But why? Low barrier for self expression | Camera-enabled smart phones | Easy to curate content “Photos are no longer just a means of capturing a moment, they are a means of communicating.“ -Evan Spiegel, Snapchat Founder
  17. 17. 17 Visual Communication: Coming Full Circle
  18. 18. 18 Why: We process visual information in less time than it takes to blink! Visuals are processed 60,000X faster in the brain than text (HubSpot) 13 milliseconds to be exact (MIT).
  19. 19. 19 Why: Recall increases significantly with image based content People remember only 10% of information they hear three days after hearing it. But, they remember 65% of the information if it is accompanied by a relevant image
  20. 20. 20 Why? Strong emotional association A study from 2003 in which a Harvard student worked with a South African bank, sending 50,000 letters offering short term loans. They varied the interest rate as well as included psychologically-influential cues. It turned out that having a wholesome, happy female picture in a corner of the letter had as much positive impact on the response rate as dropping the interest rate by four percentage points.
  21. 21. 21 Image Analytics: Adding Context to Images logo object facial scene activity
  22. 22. 22 Image Analytics “Young boy wearing Nike T- shirt riding bicycle outside with dog”
  23. 23. 23 Desperados: User Generated Content 2 3 Desperados – User Generated Content
  24. 24. 24 Crimson Hexagon is the leading customer listening platform that enables entire organizations to drive strategic business decisions by making it simple to truly understand your consumers. Who We Are
  25. 25. 25 Questions?
  26. 26. 26 About Crimson Hexagon Crimson Hexagon is the global leader in consumer insights from social media data. Powered by patented technology and an in-house data library of more than 1 trillion posts, Crimson Hexagon's platform helps hundreds of brands and agencies answer critical business questions through the insights derived from social data. Clients include leading global organizations such as General Mills, Starbucks, Paramount Pictures, Netflix and Twitter, and leading agencies such as TBWA, VML, BBDO, Saatchi & Saatchi, Ogilvy, Edelman and Digitas. Find us on Twitter @crimsonhexagon Marian Cramers Director Channel Partnerships EMEA & APAC Crimson Hexagon @MarianCramers +44.7824637513