trusted out · 11/4/2019 · -forrester q3 2018 live classification and collection intelligence...
TRANSCRIPT
TrustedOutCorpus Intelligence
Digimind Event, Paris, April 11st 2019.Freddy Mini, CEO & co-founder
Corpus IntelligenceMakes Intelligence Smarter and Trustworthy.
TrustedOutCorpus Intelligence
Information Integrity Problem:
Fake news, Disinformation, Misinformation
severely damage trust in content.
1919 2016 2017
Test of truth Post-Truth
2018/05
Trustworthy sources
Consider the source
75% people (84% millennials) are looking for trustworthy sources.In News We Trust Survey
#1 step to spot fake news: “Consider the Source”IFLA (Intl Fed of Library Associations)
Word of the YearOxford Dictionary
“the best test of truth is the power of the thought to get itself accepted”Oliver Wendell Holmes Jr., US Supreme Court
2018/06
1 out of 3
2018/2019
Trust type:News overall: 34% (-4)News in Search: 26%, 50% News I use, 13% News in SocialReuters Institute/ University of Oxford 2018
Stric
tly C
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entia
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False news retweet 70% more likely. Falsehood spread 6x faster than trueones. MIT, Sloan94%: no trust in Social Media to protect personal data.Norton Cyber Safety Insight, March 2019
TrustedOutCorpus Intelligence
Consequence:In decision-making
only what istrusted in
can betrusted out.
Aggregationof a Knowledge Corpus
Analyticson the Knowledge Corpus
Actionin Decision-Making
?? ??
Applies to Business Intelligence, Advertising, Public Relations…
TrustedOutCorpus Intelligence
Demanders of Corpus Intelligence
(Smart Media Profiles Selection):
BI, Ads & PR
Business Intelligence,Social intelligence:Detect insights and trends,Outplay the competition.
To be really trusted, a decision-making must be based on Media the analyst really trusts.
Advertising,Brand safety & Campaigns:Secure brand and reputationOptimize campaign ROI
To be totally secured, trusted Media fences must be defined for a campaign to run within.
Public Relations,Coverage & Content AnalyticsGauge PR efficiencyLeverage Content Marketing
To be truly gauged, PR efforts must be measured against desired trusted Media profiles.
TrustedOutCorpus Intelligence
Key points:1.Distrust is general,
trust is personal.2.Trust is
about reputation.Media Brands
are about reputation.
+50% truston media I use
All about Media.Articles don’t have a reputation.Authors may have one but matter and time limited, and only when identified.Media brands are all about their reputation.
TrustedOutCorpus Intelligence
Solution:Profiling
Media Brandsinto a queryable
database.
Profiling Media Brands means:
Gauging Expertise. Scope. Editorial. Spotted as.Method: Taxonomy-based classification.
Seizing Transparency. Who is behind. Intangible data.Method: Webwide collection.
Running AI-Operations.Unbiased. Up-to-date. Universal.Method: Humans to teach machines. 0% editorial. 100% algorithm.
TrustedOutCorpus Intelligence
Executive ManagerBusiness Analyst,Product Marketer,Communication or
PR Manager atACME
For ACME’s product launch, I need publications I trust defined by:
• Financial & Business Services industry, specialized in Advertising,• Focused on B2B,• In the USA, UK and France• That are not politically, nor religiously, nor humorously / satirically oriented,• In business for more than 2 years. • Can be a government companies but no blogs nor wikis.
TrustedOut provides, live, ACME with corresponding media, sources and article abstracts to:
• Feed Social Intelligence• Secure Brand Safety• Optimize PR efforts
Application:Easy querying,
live feeding.
Outgoing: media, sources, abstracts
Incoming: Project query
TrustedOutCorpus Intelligence
Technology:Machine learning,
Web crawling, big data and
microservices to self-feed, self-grow and daily validations
Taxonomy only:Dictionary: 100M words
Operations per abstract: 75k1M abstracts daily
= 75B operations daily.
TrustedOutCorpus Intelligence
AI-Operations:Data Collection:Permanent, multi-
references, journaled.Content Classification,
Taxonomy and “Spotted as”:
Full machine learning, sensitiveness & depth,
enterprise mapping.TrustedOut Classification
TrustedOutCorpus Intelligence
Opportunities:BI, Ads & PR
Business IntelligenceBusiness Analysts, Marketing, Executives
Corpus Intelligence forSocial intelligenceTrustworthiness differentiation
We fix this: “Current offering all look alike”: “Features and functionalities that largely look the same…All rely on the same data sources”.- Forrester Q3 2018
Live classification and collection
Intelligence can now be as real-time as doable with collection and classification tailor-made by the analyst with news sensitivity, depth and updates.
AdvertisingTrading Desk, Brand Safety, Media planners
Corpus Intelligence forBrand safety & CampaignsBrand Safety Perimeter definition
Define the safety of your brand. Work with media planning for advance targeting within this perimeter. Curated directory and search queries combination.
Smarter campaign reports
Get intelligence on where your ads were displayed. Bring intelligence on where your ad campaigns were run.
Public RelationsCommunications, Content Management, Public Affairs
Corpus Intelligence for Coverage & Content AnalyticsTargeted analytics
Better be words you want within those 28%. Within your own media selection, track & analyze your coverage in frequency, visual content, infographics and length of content.
Content optimization
From your black and white listing media selection, optimize content creation and measure your performance with targeted analytics.
Year over year, brand safety violations in 2018 were up
– Double Verify
+25%Until 2023, Annual Social
Intelligence market growth - Market Research Future
+26%Online, only this percentage of the words are likely to be read
- Forbes
28%
TrustedOutCorpus Intelligence
more more
TrustedOutCorpus Intelligence
Social Intelligence:No Trust,
No Intelligence.$30+B in next 5 years,
for doubtful insights?Can you make
strategic decisions on doubtful insights?
Delivering Social Intelligence.
Content Trusted In, Decisions Trusted Out.No trust, no decisions.Define what you trust. We’ll deliver the corresponding content.
Trust. Live, Connected.Corpus up-to-date, delivered. Permanently.Change Corpus definition, update settings, time period. No problem.
Smarter Corpus, Smarter Intelligence.Straightly linked. Fine tune your Corpus to get the smartest insights. Smartest decisions.
Tailor-Made Intelligence for the Analyst. Per analytics, tuned setup.Adjust classification sensitiveness to news and expertise depth.
TrustedOutCorpus Intelligence
Enterprise ready:No software installation,
delegation and control access,
project level reporting.
Smarter. Controlled. Enterprise Ready. Q4 ‘19.
ACME WorldwideJoe, CMOCreates an account per product divisions. Trucks, SUV, Race cars fills in respective wallets. He also has one for his board.He grants some team members with wallet uses.
ACME Trucks, Detroit, MIMike, Marketing Mger.He has 2 projects: #1. Get insights on autonomous Trucking from a legal, environmental and technological perspective. Now and on + since Jan 1
TrucksWallet
SUVWallet
Race carsWallet
Corpus #1
#2. Define a campaign totally safe for ACME on media dedicated to transportation, 2+ years in biz, etc…
Live abstracts
Archives abstracts
Corpus #2
Board decisionsWallet
Analytics AWhite listing A
Analytics B Analytics C
TrustedOutCorpus Intelligence
Thank you!trustedout.com/digimind | [email protected]
Corpus IntelligenceMakes Intelligence Smarter and Trustworthy.
TrustedOutCorpus Intelligence
References
Slide 2https://en.wikipedia.org/wiki/Oliver_Wendell_Holmes_Jr.https://startupsventurecapital.com/how-to-survive-in-a-post-truth-world-avoid-this-devastating-obstacle-caf43f016319https://www.washingtonpost.com/news/the-fix/wp/2016/11/16/post-truth-named-2016-word-of-the-year-by-oxford-dictionaries/?utm_term=.ab165c62590ehttps://www.ifla.org/files/assets/hq/topics/info-society/images/how_to_spot_fake_news.pdfhttps://info.teads.com/in-news-we-trust-usahttp://www.digitalnewsreport.org/
Slide 4https://www.americanpressinstitute.org/publications/reports/survey-research/my-media-vs-the-media/https://www.trustedout.com/blog/while-distrust-is-general-trust-in-news-depends-on-which-news-media-you-mean/https://www.triplepundit.com/story/2011/relationship-between-reputation-trust-and-sustainable-business/75546https://www.trustedout.com/blog/trustedouts-market/https://www.webershandwick.com
Slide 5https://www.trustedout.com/blog/saving-journalism/https://www.trustedout.com/blog/top-2019-predictions-privacy-and-transparency/https://www.trustedout.com/blog/hope-in-media-trust-for-2019/https://www.trustedout.com/blog/our-take-on-linkedins-50-big-ideas-for-2019/https://www.trustedout.com/blog/why-customer-trust-is-more-vital-to-media-brand-survival-than-its-ever-been/
Slide 7https://www.trustedout.com/examples.htmlhttps://www.trustedout.com/examples2.htmlhttps://www.trustedout.com/examples3.html
Slide 8https://www.trustedout.com/blog/taxonomy-fun-facts-as-of-today/
Slide 9https://www.trustedout.com/blog/introducing-taxonomy-dna/https://www.trustedout.com/blog/taxonomy-dna-cont-comparing-a-specialist-vs-a-generalist/
Slide 10https://www.forrester.com/report/The+Forrester+Wave+Social+Listening+Platforms+Q3+2018/-/E-RES137843https://www.marketresearchfuture.com/reports/social-intelligence-market-4466https://www.trustedout.com/blog/trustedouts-market/https://www.forbes.com/sites/forbesagencycouncil/2018/07/12/what-you-can-expect-from-the-future-of-public-relations/#377e39f0710ahttps://www.doubleverify.com/newsroom/brand-safety-remains-top-advertising-concern-as-incidents-rise-25/https://www.emarketer.com/content/global-ad-spending-updatehttps://www.holmesreport.com/long-reads/article/global-pr-industry-growth-slows-to-5-as-networks-strugglehttps://thefinancialbrand.com/78371/banking-programmatic-automated-digital-advertising-risks/https://www.holmesreport.com/long-reads/article/global-pr-industry-now-worth-$15bn-as-growth-rebounds-to-7-in-2016
TrustedOutCorpus Intelligence
Brand Safety:More Brand,More Safety.60% use manual (biased, limited,
not up-to-date, not universal) sites whitelists.
50% have suffered from Safety violation,
25% got negative press, 15% lost revenue.
Fixing Brand Safety.
Brand Value Safety. Go beyond just ”fake news”. All values safe.Manage Brand values in association with Media brand values.
Ad Budget Intelligence.Brand and Commerce. Both. Optimal.Add Media profiles to Campaign reports for smarter budget insights.
Campaign Fences. Every display within a safety perimeter. Period.Run Campaign keywords within white listing. Nothing out. Totally safe.
Proactive, not reactive.Media profiles are stable, eventless.Avoid Article ok on Media not ok. Do not risk article based violations.
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TrustedOutCorpus Intelligence
PR coverage:Better PR,
Better coverage.$15+B to count press clips?
Get the PR ROI your business deserves.
Valuing Public Relations.
Message. Delivered.Quality and Quantity. Both.All clips are not equal. Deliver key points to key targets.
Who gets what.Know where and what messages went through.Adapt message to groups of media profiles.
Talk the talk.Write Press Releases dedicated to audiences. Get the vocabulary of a group of media to optimize press releases.
Slice your market. Layer your market. Mainstream to geeky.Use taxonomy depth and sensitivity to adjust your messages.
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