Occupational Interests Explorer. An occupational interests 'test': Tony Crowley
Automated Classification of Demonstrated Interests...
Transcript of Automated Classification of Demonstrated Interests...
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Automated Classificationof Demonstrated Interests
at Scale & Depth
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WHO IS eCONTEXT?● Digital Behavior
Classification● Click-stream & Search
Query Classification● Social Media Analysis● Video & Audio Classification
● Audience Insights● Media Planning & Buying● Personalized Content
Recommendations● Targeted Advertising
THE WORLD’S LARGEST TEXT CLASSIFICATION ENGINE
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How Insightful are Your Consumer Insights?
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IDEAL CONSUMER ANALYSIS
● Deep understanding of the authentic interests, affinities, values driving consumer activities
● Granular & structured segmentation of users● Standardizing answers across a large pool of consumers
○ Drawing trends and identifying commonalities
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Active vs Passive Data Collection
Needs, Shortcomings & Opportunities
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ACTIVE DATA COLLECTION: SURVEYS, INTERVIEWS, DIRECT CONVERSATIONS
STRENGTHS● Specific and granular responses● Standardization
○ Possibility for quantitative analysis
WEAKNESSES● Slow & difficult to scale● Introduces an Uncertainty
Principle● Possible to introduce an
Observer Effect or other bias○ Social Desirability Bias○ Demand Characteristics○ The Hawethorne Effect
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Declared vs Demonstrated Interests
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“Most of our personalization right now is based on what [users] actually watch, and not what they
say they like. Because you can give five stars to An Inconvenient Truth because it's changing the
world, but you might watch Paul Blart: Mall Cop 2 three times in a few years. What you actually
want and what you say want are very different
Todd Yellin, VP Product Innovation, Netflix, May 2015
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SCALABLE PASSIVE DATA COLLECTION & ANALYSIS VIA
HI-RES TAXONOMIC CLASSIFICATION
DEEP, GRANULAR AFFINITY & INTEREST DATAAND
CONSISTENCY ACROSS CONSUMER RESPONSES
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WHAT DO I WIN?
DEPTH, BREADTH AND REPEATABILITY
CROSS-CHANNEL DIRECT COMPARISON
SHORTENED TIME-TO-INSIGHT
MINIMIZED RESEARCHER/ EXPERIMENTER IMPACT
CURRENT DATA ASSETS WORK HARDER
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Closed Network Use Case:Mobile Device User Panel (UK)
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CLASSIFICATION OF USER BROWSING INTERESTS
● Agency with full activity data from users’ mobile devices
● Agency could ask quantitative questions about device usage, but qualitative questions were limited
● Agency needed deep topical understanding of browsing data at individual page level
SITUATION
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CLASSIFICATION OF USER BROWSING INTERESTS
● As users browse the web, agency passes complete URL data to eContext’s API endpoint for website classification
● eContext classifies the URL, replicating the experience the user had at that time
SOLUTION
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CLASSIFICATION OF USER BROWSING INTERESTS
● Agency can sell deep, qualitative insights with no additional participant interaction required
● Panel can be leveraged to tell any type of story○ Path-to-Purchase○ Media Planning
● Opportunity for on-prem version of the website classification service for providers with privacy requirements
OUTCOME
○ Campaign Effectiveness○ Demographic Segmentation
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Closed Network Use Case:User Desktop Search &
Browsing Panel (US)
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USER SEGMENTATION VIA SEARCH QUERIES
● Examined search queries from members to recruit them into studies
● Segmentation was a manual process, using basic boolean search and hand-coding
● Company needed to automate and scale the classification
SITUATION
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USER SEGMENTATION VIA SEARCH QUERIES
● Agency passed all panelist search queries to the eContext API endpoint for search classification
● Tens of thousands of keywords classified to highly granular topics in seconds, not weeks
● Any queries passed to human analysts for additional segmentation had much lower noise
SOLUTION
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USER SEGMENTATION VIA SEARCH QUERIES
● Company drastically lowered person-power costs while increasing coding accuracy
● Identified a greater number of panelists, in more specific clusters
● Subsequent surveys could be normalized if declared behavior conflicted with demonstrated behavior
OUTCOME
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Open Network Use Case:DIY Consumers on Twitter
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MODERN MEDIA PLAN FOR HOME IMPROVEMENT BRAND
● Agency for Home Improvement brand needed to connect on “shared meaning” with their key customers
● Primary KPI was relevant connections for higher CLTV
● Agency wanted to automate a manual-coding process
● Agency wanted to aggregate insights across channel
SITUATION
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MODERN MEDIA PLAN FOR HOME IMPROVEMENT BRAND
● eContext analyzed thousands of social media posts by brand followers & competitive followers in only a few hours
● eContext built a standard social topic index
● eContext combined socially-shared content by Home & Garden publishers
SOLUTION
Average Topic Frequency
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MODERN MEDIA PLAN FOR HOME IMPROVEMENT BRAND
● Distinguished brand followers compared to competitive followers
● Cleanly identified where brand values and consumer values/interests aligned
● Delivered a map for future content creation & clear path to audience connection
OUTCOME
Brand Followers Competitive Followers
Easy Woodworking
Projects
Home Improvement Supplies
Car
pent
ry
Tool
Cab
inet
s
Cus
tom
Fur
nitu
re
Ant
ique
Tab
les
Bat
hroo
m T
ile
Doo
rs &
Win
dow
s
Sin
k In
stal
latio
n
Pla
ntat
ion
Shu
tters
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Thank YouIan McCarty
VP of Operations [email protected]
www.econtext.com @econtext 312-477-7300180 N. Michigan Ave. Ste. 1400, Chicago, IL 60601