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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 analyse 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 prioritise 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 programmes 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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