Photo Insights: A New Tool for Customer Intelligence

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A new service from Ditto Labs, Photo Insights, mines public photos shared in social media to surface new customer intelligence including: competitive behavior, cultural trends and product use.

Marketing Technology Business

Photo Insights
Susan Munter
SVP, Insights and Branding
Ditto Labs
susan@ditto.us.com
semunter@gmail.com

3 Truths
750million photos are shared in social channels daily.
0 current social listening tools are built to see photos.
92% of people completely trust friends’ recommendations.

It’s like 10,000 stadiums filled with people talking about you

A new tool is changing how we understand customers

Routine
Ritual
Return
Reverence
Re-entry
Ditto’s classification of photo insights

Classifying photo insights
I believePretty much sums up my
college experience.
Routine RitualReturn
Crew-this is how you start
the weekend right.
Reverence
Greatest mom ever

Enhancements
Product Post
Classifying photo insights

Timberland, for when a women is serious
“I have never felt a love like this!”

“I’m so tired but I feel so good.”
Timberland kids are committed

Selfers (the people who took these photos)

Timberland vs. The North Face:
Geo-Targeting
Timberland
The North Face

Susan Munter
SVP, Insights & Strategy
Ditto Labs
susan@ditto.us.com
semunter@gmail.com

I'm often asked how businesses are using computer vision today. Here is a sampling of use-cases organized by industry. Ditto specializes in the ability to quickly train new classifiers for clients. For example specific hair styles, car types, tattoos, flags and even subjective tags like fashionable, romantic, or luxurious. What are you interested in finding in photos? There are 3.2 billion shared on social media every day!

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Photo Insights: A New Tool for Customer Intelligence

1. Photo Insights Susan Munter SVP, Insights and Branding Ditto Labs susan@ditto.us.com semunter@gmail.com

2. 3 Truths 750million photos are shared in social channels daily. 0 current social listening tools are built to see photos. 92% of people completely trust friends’ recommendations.

3. It’s like 10,000 stadiums filled with people talking about you

4. And you can’t hear them

5. Missed conversation

6. Missed conversation

7. Missed conversation

8. Our understanding of customers today

9. A new tool is changing how we understand customers

10. Photo Insights

11. Brand Selection + Logo Detection Photo Insight = Ditto Analysis

12. Ditto uses image recognition technology to find the brand logos in shared photos.

13. Ditto’s Technology Logo-Detection Engine  Designed by MIT-trained image recognition engineers  Decades in the making  7 proprietary technologies  Industrial strength  Twitter, Instagram & Tumblr

14. Routine Ritual Return Reverence Re-entry Ditto’s classification of photo insights

15. Classifying photo insights I believePretty much sums up my college experience. Routine RitualReturn Crew-this is how you start the weekend right. Reverence Greatest mom ever

16. Enhancements Product Post Classifying photo insights

17. Photo Insights for Timberland

18. Timberland & Male Pride “Cause i can.”

19. Timberland, for when a women is serious “I have never felt a love like this!”

20. “I’m so tired but I feel so good.” Timberland kids are committed

21. Selfers (the people who took these photos)

22. The Competition: The North Face

23. Timberland vs. The North Face: Brand Cohorts Timberland The North Face 1 Starbuck’s 2 Air Jordan 3 Oreo 4 Disney 5 Nike 6 Coke 7 Minute Maid 8 NBA 9 The North Face 10 Nets 1 Starbuck’s 2 Nike 3 Coke 4 Taco Bell 5 Adidas 6 Dunkin Donuts 7 Minute Maid 8 FedEx 9 Vans 10 Ben & Jerry’s

24. Timberland vs. The North Face: Geo-Targeting Timberland The North Face

25. Timberland Photo Data (8/13-3/14) 94% Twitter6% Instagram Count # of sharers 428 # of photos 455 Volume (validating) Channel 65% of current Timberland logos found by Ditto did not include brand in text

26. Now what?

27. Putting insights to work Customer Intelligence  Personify customers for positioning, campaigns & content creation  Inform innovation pipeline  Analyze the competition and aspirational brands Customer Cultivation  Directly engage based on photo conversation  Directly engage based on level of influence  Identify affinities for partnerships & ad targeting  Protect your brand image against offensive posts Applications

28. How do I learn more?

29. Susan Munter SVP, Insights & Strategy Ditto Labs susan@ditto.us.com semunter@gmail.com

Photo Insights: A New Tool for Customer Intelligence

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