The End of Digital Monitoring Paradigm

sasha uritsky

May 19, 2016

Digital industry is changing rapidly.

For the last decade analysis of social chatter and capture of consumer sentiment was considered the cutting edge of the marketing strategy. In these early days of the new era of digital information businesses were told to listen to what market is saying about them. They were educated on the importance of media monitoring and the advantages it creates for strategic growth.

This picture has become outdated.

Listening to Big Data, in all its aspects and forms, is no longer enough. After you successfully listened and understood what customer said the next natural step would be to act, or respond. And so the digital domain is now spreading to include responses, with a host of innovative technological solutions reshaping the field rapidly. Advances in artificial intelligence in particular create disruptive scalable opportunities in the space traditionally known for its slow manual progression.

Facebook was among the firstto enter the market, introducing bots into the process of connecting users with brands. Then there was Microsoft's turn.

Following these developments bots became the hottest trend in Silicon Valley in 2016.

nmodes fits seamlessly into this new world order. We deliver AI solutions that power business sales process. Our listening solution accurately monitors and captures real-time needs and interests of individual customers within the defined audience. And our Intelligent Assistant solution brings scalability to responses without compromising on quality.

Interested in reading more? Check out our other blogs:

The Advantage of Social Engagement for Business, in Simple Words

Much is being said about social networks and their importance for businesses. The amount of analysis, explanations, and advice keeps on growing, while the matter is being investigated from every possible angle, real and imaginary.

As for me, the need for businesses to market and sell on social can be explained by a simple argument.

Here it is.

The principle advantage of social networks for a business over other mediums is in the social networks’ potential to build trust. Traditional marketing mediums, such as TV, newspapers, internet, radio, etc. are not designed to build trust. They are information channels, or scaling vehicles, or sales means, but their primary goal is not to build trust. Social networks, on the other hand, are exactly this - a trust building tools.

And herein lies their biggest advantage in today’s market. The endless variety of options consumers have and the ever growing dissatisfaction with traditional aggressive marketing methods, such as commercials or banners, means that creating trust between businesses and their audiences is now the most efficient way to attract customers. The way that guarantees long-term sustainability and growth.

This is, simply put, the reason for businesses to embrace the social.

Integrated Real-Time Data Boosts Content Delivery

How to make content more relevant and appealing to the content consumer?

This is a problem that has been on the mind of content creators for some time now. In our age of information abundance it is not easy to stand out and make your voice heard. The competition for the consumer’s attention is escalating, and with the number of information sources ever increasing, it will only get tougher.

Traditionally, a content delivery does not change across the target audience. A commercial, or a blog, looks and is experienced in the same way by all viewers and readers. We are entrenched in this paradigm, and can hardly imagine it being otherwise.

It turns out, the advancement of new technologies capable of capturing individual intents in real time brings up new opportunities in creating personalized experiences within the framework of content delivery.

This is how content can become more relevant - by becoming more personalized.

In a rudimentary form, we are already familiar with this approach as seen in online advertising. Some web and social resources aim at personalizing their promotional campaigns based on whatever drops of behavioural patterns and interests they can squeeze out of our web searches. The problem, of course, is that the technologies used to power these campaigns understand human behaviour poorly and results, therefore, more often than not leave a great deal to be desired. To put it mildly.

nmodes has been working on semantic processing of intent for several years. We now can capture intent from unstructured data (human conversations) with accuracy of 99%. (Interestingly, many businesses do not require this level of accuracy, being satisfied with 90%-92%, but we know how to deliver it anyway).

We recently started to experiment with personalizing content by using available consumer intent.

We used Twitter because of its real-time appeal.

We started by publishing a story, dividing it into several episodes:

And we kept the constant stream of data flowing, concentrating on intent to dine in Paris:

We then merged the content of the story with consumer intent to dine in Paris as captured by our semantic software. Like this:

This merging approach shows promising results - the engagement rate jumped above 90%.

Overall we are only at the beginning of a tremendous journey. We know that other companies are beginning to experiment, and the opportunities from introducing artificial intelligence related technologies into content delivery are plentiful.

There is a long road ahead, and we've made a one small step. But it is a step in a very exciting direction.