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FAQ’s

FAQ’s
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JARGON BUSTERS

What is NLP?

Natural Language Processing (NLP) put most simply is the field of using computers to understand and analyze human language (inclusive of sarcasm, colloquialisms, emojis etc.) to gain an accurate depiction of its content and sentiment. It means we can read and make sense of millions of pieces of consumer generated digital content within a matter of seconds.

What is TPV?

TPV is a scientific ranking metric that helps brands identify which trends to prioritize for action. It assigns a comparative value to each of the thousands of trends within a category, enabling trends to be ranked objectively based on their predicted importance in +6 months’ time.

What is Machine Learning?

A subset of AI that includes statistical techniques that enable machines to improve at tasks with experience. We use Machine Learning to solve complex problems where defining the rules of what the solution has to DO is impossible. Instead of programming rules we teach the machine via examples, so we define what we EXPECT from it and the machine learns the rules. For instance, giving precise and robust rules why a Social media post is positive/negative/neutral is impossible. Instead, we manually label several thousand posts then make the machine learn the rules based on this training dataset.

What is AI?

Artificial Intelligence (AI) is a broad term for techniques that enable machines or programs to perform what are deemed as ‘intelligent tasks’ otherwise performed by a human with much greater capacity and speed. We use forms of AI, namely NLP and Machine Learning, to turn unstructured Social data into meaningful business intelligence.
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We’ll be in touch soon. Until then, here’s some reading to whet your appetite.

Read about Social Prediction and how we can help you make important marketing decisions, in Hugo’s article in Marketing Week. In this article Hugo explores what we mean by ‘Social Prediction’, its full scope, and how PepsiCo has already put it to good use with some recent product launches. “Social media and artificial intelligence now allow brands not just to listen to what consumers are saying about products, but to predict new trends and determine which ones matter.” We also hear from Tim Warner (vice-president of insights and analytics at PepsiCo) who explains why our tools have been so useful, calling them a “robust, always-on trend detection engine”. To read the rest of the article on the Marketing Week website please click here. To find out more about Trendscope and Social Prediction, get in touch at hello@blackswan.com

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Read about how PepsiCo have used our Social Prediction capabilities to not only decide the flavors of their new crisps, but also to inform their marketing decisions too. In this article, published on The Drum in April, Rebecca Stewart explores Black Swan’s relationship with PepsiCo and plans to scale up our product development relationship into other areas of their business, such as Sales and Marketing. With quotes from James Howarth, PepsiCo’s strategic insights director, the article also details how our technology has been put to use elsewhere and how Trendscope can drive change in the future. To read the piece in full on the Drum website click here. To find out more about Trendscope and Social Prediction, get in touch at hello@blackswan.com

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Can you use data science to figure out the best day to go Christmas shopping? Our Data Science Director put this to the test. Find out his predictions.

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