At Focal Points, AI technology allows us to bring you the information you need to effectively change and adapt your media strategies. This allows you to see if your strategies are performing as you had hoped as well as how your brand is being received by the public. If you discover your strategies aren’t performing as planned, you’ll know that changes need to be made to various aspects of your strategy to meet certain requirements.
At Focal Points, we let our advanced AI systems do the heavy lifting — pulling the stats and analysing the data. This allows more time for us to focus on the narrative of the report, ensuring you receive an easy-to-understand analysis.
The human perspective on the stats allows us to pull together trends to identify insights. This gives our clients data that is put together in such a way that is easy to understand, as we are able to take our reports to the next level.
Here are three reasons why AI and humans work well together:
1. AI needs the creative power of the human mind
The amount of things that AI can achieve is incredibly impressive, but there are a few things that only humans can do, and one of those things is being creative.
Our team extracts data and compiles them into reports that are specifically tailored to our clients needs’, allowing them to see the media coverage surrounding their brand. All of this is done with the help of AI, meaning that machines can do the labour-intensive work of gathering the numbers and trends.
However, numbers aren’t always able to tell you what you need to know. In today’s day and age, it is vital to be able to receive stats in a way that tells a story, simply because brands and consumers want to understand what the data means, why it is important and how it will help them. With the help of human creatives, we’re able to adapt to the evolving technology and use our creativity to train the machine learning algorithms with needed skills.
2. Humans train the machine
Just like humans never stop evolving, technology never stops changing. This means that people constantly need to train and develop AI systems with new information.
Through the use of Natural Language Processing (NLP) and machine learning, our AI systems are able to pick up on what people’s comments mean when they are talking about your brand. This is done through the use of sentiment analysis, which allows us to dig even deeper into how people truly feel about your products. We can analyse the sentiment of media clips with a near-100% accuracy, and it’s all thanks to our advanced technology.
So, why are NLP and entity extraction in machine learning so beneficial?
Clients want to make use of NLP because it allows for real-time sentiment, meaning that they don’t need to wait for an analyst to tell them how their content is being received online — they can find out immediately.
Entity extraction ranks the coverage by its contextual relevance for each of your brands. This ensures that clients are receiving newsworthy content specific to their brands at the top of their feeds, whilst the incidental mentions are still available to them to view but are not made a priority.
It essentially helps us look at one article mentioning many brands and determine which entity that article is most relevant for (then provides more context for brand benchmarking)
Machine learning ensures that all this content and information is provided as accurate and fast as possible. So machine learning helps us improve quality and delivery time making sure our clients receive only the best and most accurate data.
3. Combing AI and brain power is vital
Making use of AI and the power of the human mind allows for the opportunity to change how industries can obtain accurate media coverage surrounding their brand.
Humans are made aware of specific needs of brands and therefore they can focus on training the machine to look for those specific things — this might be data, social media sentiment or trends that a client wants to identify. This also allows for the information to be delivered to brands, influencers or companies who need constant data to stay up to date on what is being said about their business.
The human mind is capable of incredible things, and AI is not here to take that away; instead, these technologies are here to help limit the amount of tedious and mundane tasks humans need to do. This allows humans to focus on more important and creative aspects of their careers.
If you want to learn more about ways to decipher and understand data, be sure to read What is brand benchmarking? And why is it vital for a brand?
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