Orlando Wood, MD BrainJuicer Labs, writes about an experiment in language analysis in partnership with Relative Insight.
One of the main barriers to the uptake of social insight has been that behind the attractive dashboards and metrics lurks a great deal of hard human work. People have been required to build dictionaries, update vocabulary lists, and check output. And that’s in addition to their analysing the output and turning it into useful insight.
One company that might be able to offer a solution to the analysis of large amounts of text data is Relative Insight. BrainJuicer Labs met up with them to understand how the software they’ve developed might help us to interrogate the language respondents use in large text datasets.
Relative Insight has its origins in software used to detect criminal intent in online posts. It can detect from a person’s use of language, for instance, whether they genuinely are a 10 year old girl, or in fact someone much older, pretending to be a 10 year old girl. It does this by comparing two bodies of text and looking for subtle differences in the use of words, grammar or themes. Without you realising, your language says a lot about you.
We wanted to see whether this approach could tell us anything about how different audiences respond to advertising and, indeed, whether it could help us to understand what makes great emotional advertising. We know there is a direct relationship between emotional response to advertising and its in-market efficiency, so we asked Relative Insight to analyse open-ended text responses detailing how people felt towards 150+ ads we had recently tested. The ads were part of our FeelMore50 testing – a body of creative work that has been awarded for its creativity or achieved viral success. Continue reading
Today’s blog post is by Susan Griffin, Chief Marketing Officer.
Recently, we were pleased to help organize the 2015 Analytics With Purpose conference, organized by the American Marketing Association.
We were delighted to see some great speakers talking about the practical results of the application, benefits and, in certain examples, limitations of analytics to marketing problems. Even more exciting were some inspiring sessions on the shifting landscape that up the ante in terms of the role of emotions…in the life of brands and the analytical measure of their impact on consumers’ behaviors.
Over the last two days in San Diego, BrainJuicer has been proud to co-present the first Analytics With Purpose conference with the AMA. The subtitle – The Human Edge Of Data – was a pointer to the fact that we both wanted this to be more than “just another Big Data conference”, but instead present a panorama of the complex relationships between marketing, research, people and large-scale data. In this post conference Chair Tom Ewing looks back on the event and pulls out 10 talking points.
A panorama of the conference by John Szabo
In her opening keynote at Analytics With Purpoise, IBM’s Elana Anderson outlined the essential problem – and opportunity – confronting marketers in an age of big data: the challenge of individual engagement at scale. With such vast and deep knowledge of people’s behaviour, interaction and interests, where are the ways to practically use it? Over the course of two days in San Diego, I can’t pretend we solved the problem but we explored a few pathways and had fun doing so.
The next ten paragraphs are a summary with a difference for a conference with a difference – a series of soundbites which sum up the event and spotlight some of its themes. If it makes you wish you were there – well, that’s the idea, and keep an eye open for sequel events! Continue reading
In a couple of weeks BrainJuicer’s Tom Ewing will be flying out to San Diego to chair the American Marketing Association’s newest conference. Analytics With Purpose: The Human Edge of Big Data will offer a practical tour of the issues arising as market research meets “big data”. In this post Tom outlines the themes of the conference.
Some people might tell you that research getting to grips with big data is like a shrew getting to grips with a sumo wrestler – as Phil Rance of Quadrangle once tweeted, “Research is a pimple on the arse of big data.”
What I’ve seen, though, both from working on this conference and looking at others, is that plenty of big data practitioners are more than happy to break bread with researchers and think through how we can work together. And from the client side, as ever it’s practicality and results that win out over method. True, research might not have a role to play in areas where companies are using large-scale data – but if the speakers at San Diego (which include IBM, Coke, Hyundai, Google, Getty and many more) are any guide, they’re not ruling it out either.
An early big data pioneer, by Stan Lee and Jack Kirby
While I was helping work out the line-up for the conference I started making notes on the key themes coming out of the conversations I was having – outlining the questions and ideas I was most excited to see emerging. For the benefit of people who can’t attend, I’ve blogged them here – seven themes in big data, from a researcher’s point of view. Continue reading
It’s a little-known fact that in his spare time Brian Juicer pens romantic novels. As a Valentine’s Day treat we present an excerpt from his latest bodice-ripper, Insights Of The Heart.
THE STORY SO FAR: Flame-haired beauty Brandy Product has found herself smitten by the mysterious Conrad Sumer – but who is he really, and what is the way to win his love? Desperate to find out more, Brandy has asked for help from dynamic entrepreneur Anna Lytics, who claims to know Conrad well. But will there be a price for her knowledge? NOW READ ON…
CHAPTER VI: DATABASE OF DESTINY
“Do… do you know Mr Sumer well?” enquired Brandy, with a feigned indifference.
“Oh – I know Conrad very well,” purred Anna, the edge of her mouth curling in amusement. Brandy suddenly felt this woman knew too much about her, too. “Let me show you.”
With a nonchalant flick of the mouse, Anna brought a picture up on the screen. Brandy’s heart leapt – it was Conrad, just as she remembered him. Those broad shoulders, his strong frame, and his kind yet wary eyes – the eyes of a man who needed something… but what, she thought, but what? Continue reading