Storytelling with data think broad, mine deep, explain simplyLuciano Pesci, PhD
This is a presentation from the 2016 SLC|SEM Digital Marketing Conference in Salt Lake City August on 25th 2016. It uses Epic Rap Battles of History, the most successful internet show ever, as an example of how to tell a story with data analytics by thinking broadly, mining deeply, and explaining simply.
Previously I uploaded a document showcasing the primary research I carried out to find my target audience. The overall project is to shoot a film trailer in groups (we chose to do a kidnapping thriller)
Storytelling with data think broad, mine deep, explain simplyLuciano Pesci, PhD
This is a presentation from the 2016 SLC|SEM Digital Marketing Conference in Salt Lake City August on 25th 2016. It uses Epic Rap Battles of History, the most successful internet show ever, as an example of how to tell a story with data analytics by thinking broadly, mining deeply, and explaining simply.
Previously I uploaded a document showcasing the primary research I carried out to find my target audience. The overall project is to shoot a film trailer in groups (we chose to do a kidnapping thriller)
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
GE Lifesciences - Social Listening for ScientistsMasood Akhtar
Here's a short case study on our unique approach to social media insights based on scientific commentary. Here we were able to size, scale and trend Themes and Topics related to 'Protein Purification'. Insights were (are still being) applied to a multitude of digital content platforms.
Social Listening for Scientists - BLA Case StudyMasood Akhtar
Excerpts in a custom social listening engagement with GE Life-sciences around Protein Purification. This uses our proprietary Language based approach to bring structure to a large body of scientific text data.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
Social Media VOC Measurement for AirlinesMasood Akhtar
Here's some snippets from a recent econometrics piece for an airline operator. The operator has struggled for a number of reasons (internal and external). Now wanted to show more accountability for it's marketing spend.
most pricing decisions are made at the SKU level, yet analysed at the brand level. BLA propitiatory modeling approach to optimising SKU level pricing allows for strategic decision making.
Monetising Fan Engagement from Sponsorships and Sports EventsMasood Akhtar
Using tagged media within predictive econometric models is no longer sufficient to monetise sponsorship campaigns. Our Semantic Engagement Index (SEI) decodes the fan engagement from conversations during live sports events. This helps to understand the sponsorship effectiveness is whole new light. Packaging the SEI into an econometrics approach helps to better account for sponsorship and steer future allocations.
हम आग्रह करते हैं कि जो भी सत्ता में आए, वह संविधान का पालन करे, उसकी रक्षा करे और उसे बनाए रखे।" प्रस्ताव में कुल तीन प्रमुख हस्तक्षेप और उनके तंत्र भी प्रस्तुत किए गए। पहला हस्तक्षेप स्वतंत्र मीडिया को प्रोत्साहित करके, वास्तविकता पर आधारित काउंटर नैरेटिव का निर्माण करके और सत्तारूढ़ सरकार द्वारा नियोजित मनोवैज्ञानिक हेरफेर की रणनीति का मुकाबला करके लोगों द्वारा निर्धारित कथा को बनाए रखना और उस पर कार्यकरना था।
01062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
role of women and girls in various terror groupssadiakorobi2
Women have three distinct types of involvement: direct involvement in terrorist acts; enabling of others to commit such acts; and facilitating the disengagement of others from violent or extremist groups.
31052024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
03062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
‘वोटर्स विल मस्ट प्रीवेल’ (मतदाताओं को जीतना होगा) अभियान द्वारा जारी हेल्पलाइन नंबर, 4 जून को सुबह 7 बजे से दोपहर 12 बजे तक मतगणना प्रक्रिया में कहीं भी किसी भी तरह के उल्लंघन की रिपोर्ट करने के लिए खुला रहेगा।
In a May 9, 2024 paper, Juri Opitz from the University of Zurich, along with Shira Wein and Nathan Schneider form Georgetown University, discussed the importance of linguistic expertise in natural language processing (NLP) in an era dominated by large language models (LLMs).
The authors explained that while machine translation (MT) previously relied heavily on linguists, the landscape has shifted. “Linguistics is no longer front and center in the way we build NLP systems,” they said. With the emergence of LLMs, which can generate fluent text without the need for specialized modules to handle grammar or semantic coherence, the need for linguistic expertise in NLP is being questioned.
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
1. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Magnifying the
Voice of the
Movie Audience
2. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
• There is a special movie review language, tonality and lexicon that needs to be
part of the social evaluation methodology.
• For both of these movies, “anticipatory net positive engagement trends” pre-
release were generally predictive of their post-release revenue performance.
• The volume weighted engagement of World War Z compared to Lone Ranger
was also in alignment with the relative post-release box revenues of the two
movies.
• For both movies’ Facebook fans, engagement with the films was highly
concentrated in the first week after the movie release. Both films lacked a
strong engagement driving impact from actors and characters. These factors
might suggest a lack of sticking-power for these special effects and action
story genre of films? It might be interesting and valuable to do a deeper
analysis of the leading-indicator role that Facebook fans might play in movie
success?
• Overall, there was significantly less engagement-driving content for the Lone
Ranger than World War Z and this might also indicate why the latter has had a
stronger box-office performance. The weaker moving power of movie content
for the Lone Ranger, might also suggest a deeper weakness of audience
boredom with the movie?
NOW SHOWING
THE DATA SPEAKS
3. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
0
100
200
300
400
500
600
700
WWZ TLR
Post Release Revenues and SEI Volume Weighted Engagement
Box Office $MM
SEI Engagement Wtd. Vol.000
Across multiple movies how well will SEI predict box office revenues? A detailed
analysis will help Paramount better assess Movie success rates
For World War Z and The Lone Ranger, the SEI has a strong
correlation to box-office reported revenues
4. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Trended Engagement for World War Z Versus The Lone Ranger
Social Media analysis can help Paramount make course corrections
in Marketing content and messaging to improve audience
engagement prior to launch
Ten weeks before launch, The Lone Ranger shows a downward trend……Recognizing the
tipping points in message content can lead to incremental pre-release marketing and
modifying trailers in order to improve post-release engagement and revenue.
5. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
If traditional Sentiment metrics where used to assess World War
Z engagement, the results would be misleading
The SEI metric accurately identifies the positive engagement of the World War Z franchise
6. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Content Engagement Footprint
We have found that each movie has its own content engagement
footprint which identifies the conversations and messages that have
the greatest impact on audience engagement
Across many movie releases and within genre, are there footprint patterns that we can
identify which are highly associated with the movies success?
7. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Facebook Fans Trended Engagement
• How strong is the Movie’s customer base?
• How fast did the conversations about the movie erode?
• What sort of content can drive a greater sticking power towards customer engagement?
Our Social Media analytics can help Paramount assess the strength of
a new franchise by
8. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Potential Direction And Next Steps
Short term
• Capture timely audience reaction to trailers and pre-release marketing
in order to make mid-course promotion and marketing adjustments.
• Assess the amount of lead time prior to release where prevailing and
predictive engagement trends become relevant and predictive
Longer term
• Build a database and evaluate patterns, lifts and impacts from key
content which represent the best leading indicators of post-release
engagement and revenue success
• Leverage competitive knowledge to your advantage: what works and
what doesn’t. Develop and evaluate content engagement footprints
and repeatable patterns that differentiate successful and unsuccessful
films.
9. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Content Drivers for Lone Ranger
Facebook Fans
• Which conversations and messaging have the greatest impact to audiences
engagement?
• How does this differ by channel
• Which pre-lease activities will boost box office receipts?
1.82
1.89
0.003 0.010 0.022 0.016 0.009 0.005- - - - - - -
-
0.200
0.400
0.600
0.800
1.000
1.200
1.400
1.600
1.800
2.000
Lone Ranger Facebook Fans Engagement Content Drivers
10. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
1.12
1.65
0.03 0.04 0.05 0.09
0.12
0.23
(0.01) (0.01) (0.00) (0.00)
-
-
-
-
(0.20)
-
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1.60
1.80
Lone Ranger All Social Channels Engagement Content Drivers
Content Drivers for Lone Ranger All
Social Channels
• We can identify and prioritize the key content drivers for each individual social
channel.
• While the overall lift from the content was weak, the action and excitement of the
movie was its most important asset.
11. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Content Drivers for World War Z
Facebook Fans
• The trailer played a significantly more important role for World War Z. Facebook
Fans were more affected by the Reviews but the action-based excitement, not so
much.
1.27
1.82
0.02 0.04 0.13
0.16
0.25
0.30
(0.29)
(0.06)
- -
-
-
-
-
(0.50)
-
0.50
1.00
1.50
2.00
World War Z Facebook Fans Engagement Content Drivers
12. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
Content Drivers for World War Z All
Social Channels
• For the broader social audience, the engagement of World War Z as an action
story and the role of the reviews and special effects, were major drivers of
engagement with the movie. The Trailer and Special Effects were also key. The
actors and characters did not play a central role in moving engagement.
0.40
1.90
0.03 0.04 0.05 0.09 0.12
0.23
0.35
0.62
(0.29) (0.06) (0.00) (0.00)
- - -
-
-
-
(0.50)
-
0.50
1.00
1.50
2.00
2.50
World War Z All Social Channels Engagement Content Drivers
13. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
WWZ: awesome, great, surprising, good but
comments only showed moderate engagement
World War Z
• Action packed scenes appear to be the key driver of audience
discussions. Brad Pitt was the bonus.
• After the action, much discussion around the book and Max
Brooks vs. the movie with many recommending the book and
showing disappointment with the movie.
• While Brad Pitt drove conversations with his starring in the
movie and the production of it, audiences only showed a
modest engagement and excitement in those discussions.
• Zombies tended to drive the most interest and excitement
among the audiences leading to greater engagement.
– Discussions focused on the zombies' behavior: running, fighting,
attacking, etc. and describing them as nasty, scary, dirty, etc.
– This is an example of how the language of movies has very
different meanings than in other business contexts.
14. Copyright 2013 Next Generation Marketing Insights & Bottom-Line Analytics LLC, All Rights Reserved
TLR - an absence of lively chat
The Lone Ranger
• While Johnny Depp generated excitement about TLR, he was slightly controversial.
– Tonto being played by a non-Native American raised an issue, but not in a heated way. Comparisons
to the original Tonto played by Jay Silverheels were provided with the suggestion that a Native
American actor could have been used.
– The bird on his head was considered irrelevant and weird.
– One could consider that the character of Depp as portrayed, was out of line with expectations?
• Armie Hammer failed to spark fan interest and was overshadowed by Depp discussions,
with far fewer mentions with less engagement. The fact that Tonto overshadowed TLR
was, in fact, a reversal of original character roles and this could have played into some
of the negative feelings toward the movie.
• Comparisons were made to the original Lone Ranger series as there may have been
some disappointment with the latest version. Though these comments were not strong
they may have been a source of dissatisfaction among older patrons.
• A few people indicated selecting the movie Despicable Me as an alternative to TLR.
• Audience recommendations were rather tepid in expressive language that generally
generates excitement to see TLR. This might be an indication of general boredom.
• Modest references to Disney were made in a very neutral connotative manner that did
not seem to increase or decrease interest.