Using criminal linguistic technology in marketing - Ben Hookway, CEO, Relative Insight
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Using criminal linguistic technology in marketing - Ben Hookway, CEO, Relative Insight
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Using criminal linguistic technology in marketing - Ben Hookway, CEO, Relative Insight
- 1. MAKING SENSE OF LANGUAGE INSIGHT TO FIND BEN HOOKWAY: CEO RELATIVE INSIGHT BEN@RELATIVE.AI
- 2. DEVELOPED TO CATCH CRIMINALS ONLINE
- 5. vs
- 6. vs
- 9. The most frequent word will occur twice as often as the second most frequent word, three times more than the second most frequent word and so on.
- 10. 0 20,000 40,000 60,000 80,000 100,000 120,000 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100103106109112115118121124127130133136139142145148151154157160163166169172175178181184187190193196199202 Zipf distribution - 200 data points
- 11. There are 171,000 words in the English dictionary 50% of any decent size set of language is made up of just 170 of those words
- 12. 0 20,000 40,000 60,000 80,000 100,000 120,000 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100103106109112115118121124127130133136139142145148151154157160163166169172175178181184187190193196199202 Zipf distribution - 200 data points
- 13. Comparison applied to consumer understanding
- 14. 20 years olds ‘wear’ make up 50 years olds ‘apply’ make up Most people ‘take pictures’ Owners of DSLR cameras ‘shoot images’ Diet Coke discussion before Ad Diet Coke discussion after ad
- 15. How to start – some best practice
- 16. Social Listening Reviews Forums Surveys Focus Groups Live Chat ………. ……… Language Time Condition Brand Geography NPS Rating ………. ………. Comparison Discover Start high See what is discovered Then drill down Other questions …….. …….. Brand perception Retailer differences Effects over time Audience differences Product flaws Service flaws Most effective language …….. …….. Outcomes
- 19. 67% Increase in ad performance
- 20. MAKING SENSE OF LANGUAGE INSIGHT TO FIND BEN HOOKWAY: CEO RELATIVE INSIGHT BEN@RELATIVE.AI
Editor's Notes
- So my name is Ben and I’m the CEO of Relative Insight. We help brands understand consumers by understanding how different consumer s speak. But you’ll hear more about that later on. First we are going to get straight into…..
- … and agencies to help everyone from analysts to planners to creatives understand their audiences. In fact, we just on boarded 150 people at Unilever last week. The last example I’ll give—one I love to talk about—is Star Wars. For the first time in my life, my friends and critically my kids understand what I do for a living!…
- So my name is Ben and I’m the CEO of Relative Insight. We help brands understand consumers by understanding how different consumer s speak. But you’ll hear more about that later on. First we are going to get straight into…..