Dave McCaughan AAA 2016

The Machine gave me the Narra0ve – Agility, Automa0on and AI Dave McCaughan, Bibliosexual & the AI.Agency, 2016

The Machine gave me the Narra0ve

Using AI pla-orms to help inves5gate

and build brand narra5ves Dave McCaughan

Bibliosexual

18 August 2016


AI used to be real and touchable

Click Z, A marketer’s guide to artificial intelligence 2016

Think about that ….

The wisdom of the ages available in thousands of volumes

Searchable through indexes

But we ended up relying on a “neutral” treasure trove of all answers


So much data , so many new mining / analysing tools


We have “apps for everything” including doing the research for us

http://www.silvergroup.asia/tools/


In a world where all answers are “in our hands” how do we

“know” what maNers

“If a man googles himself and there are no such results, does he really exist?” Harvard Business Review March 2013 Page 125


AI – now it seems everywhere “ the science and engineering of intelligent things ”

… John McCarthy, the originator of “artificial intelligence” 1950s

1.  Human-style intelligence : HAL, CP30 and the Turing test ?

2.  Task driven intelligence : Tripadvisor, Siri, Watson ?

Click Z, A marketer’s guide to artificial intelligence 2016

“ stuff a human might do ” … Mei Marker

“ a human savant ” … Kevin Gray


Google says in “AI for Market Research” is …


Google says in “AI for Market Research” is …

Well done Brainjuicer


I love Qual !! Pulse of the Media:

Undercurrents of Popular Culture being expressed

in the Media

Pulse of Observers of Change:

What knowledgeable Observers of Change predict about people

Pulse of People: What is going on directly

in people’s lives and minds


In a “storytelling” mad market maybe what I really do is seek and build narra0ves


a report of connected events, real or imaginary, presented in a sequence of written or spoken words, and/or still or moving images


The value of research is always the unexpected bringing new ideas

Want to know how to reach hard core fans?


The value of research is always the unexpected bringing new ideas

Want to know how to reach hard core fans? Unexpected medium opportunities


Narra0ve Exper0se : Qual analysis of internet content Machine driven insight with human interpretation for action

Significance Systems

http://significancesystems.com/


Different to traditional social media tracking We identify and rank what matters to focus your communication


Transformative

Transient

Machine based measurement of narratives that matter across geographies What we do We measure long term engagement for narratives across the whole web, including traditional and social media.!!What we find Discrete structural characteristics for each narrative, and the levers which drive them.! What we know We can identify the nature of a given narrative, and the appropriate manner of engagement with it.!


Narra0ves that MaNer


Machine based measurement of narratives that matter across geographies What we do We measure long term engagement for narratives across the whole web, including traditional and social media.!!What we find Discrete structural characteristics for each narrative, and the levers which drive them.! What we know We can identify the nature of a given narrative, and the appropriate manner of engagement with it.!


Narra0ves that MaNer


HPV Vaccine Chickenpox vaccine Significance

Systems

Predic0ve emo0onal measures to understand narra0ve strategic impact


Engaging content and media driving narra0ves


CASE Narrative 1!India diabetes continuous monitoring technology!

!Continuous monitoring technology for diabetes has an overall positive emotional score and is seen as a real positive approach but is missing content volume and explanation at the moment, a real opportunity. Medtronic comes up a lot and its own site has driven some engagement. Youtube though seems to be the place people are going to learn.!!


CASE Narrative 2!India diabetes!A Timeless narrative about a problem with a constant affect of disgust causing defeatism and resignation that it is a problem seen as too hard to tackle. So anyone offering any practical help will bee seen as having high brand value and long term engagement. At the same time controversies around what is causing a high rate of Type 1 diabetes is driving engagement in a negative sense as in this article :!Advances in medical care linked to Type-1 diabetes boom-Times of India!Directionally partnering with institutes seems to be an opportunity to drive engagement to take leadership !


CASE Narrative 3!‘India diet’ diabetes !

!Lot’s of “disgust” connected to fear about perceived connections that Indian diet leads to diabetes. The diabetes.org site and youtube are driving the narrative. Interesting content on facebook around people sharing home developed recipes dor diabetics or to help reduce chances of developing the disease. Lack of positive content involving health professionals is an area to investigate. !

FEAR


Adding a new tool to the kit

Ai …. It’s never to late to add to the way we learn


Thank You!

[email protected] www.bibliosexual.com


Q & A

Dave McCaughan Bibliosexual & Ai.agency

Sue York The Handbook of

Mobile Market Research

Dave McCaughan AAA 2016

Education

Transcript of Dave McCaughan AAA 2016