In Monday’s post, BrandsEye Managing Director,Tim Shier, chatted about the primary challenges faced in the Online Reputation Management industry; namely that rating sentiment accurately is something machines can’t tackle.
Translated, this means that analysing conversation about your brand is a laborious task when undertaken on a large scale. It’s no surprise that it’s this challenge that has driven him and his team to find a workable solution.
Yesterday they launched BrandsEye Crowd. It uses crowdsourcing to bring local context and judgment to evaluating online mentions. This allows BrandsEye to take the typical industry accuracy rate of 70% up to 90-95%, whilst maintaining a similar price to that of purely computer-based systems.
Their solution in two parts
- An algorithm based on the Elo rating system first developed to rank chess masters.
- A purpose-built artificial intelligence system that distributes the online mentions to be analysed by the crowd, whilst at the same time reconciling differences in opinion.
What people want
People who want to earn a little extra cash can sign up to BrandsEye Crowd, which allocates them real-time mentions. The person in question gauges if each mention is relevant and judges the sentiment, the location of the person that made the mention and the media type.
Local context and local language subtleties are critical – along with the intuitive sense humans have for what other humans are trying to say. Computers aren’t great at picking up irony, sarcasm, humour or rage, but people are. Based on their peer-reviewed accuracy, the BrandsEye Crowd are paid for their effort.
BrandsEye Crowd - in Tim’s own words
“This system is a radical innovation in the online reputation management space. We know of crowdsourced rating in academia, especially economics, but not for commercial brands. We’re very proud of the system, which is already showing incredible accuracy, and we believe it can get to between 95-100% perfect with a bit more refinement. In this space accuracy is all-important. Accurate data quality gives you quality insights, which helps you make better business decisions.”
BrandsEye is making it possible for a massive crowd to collectively interpret and assess what is being discussed about your brand at the same time as filtering it into a format that can support your business decisions. Nice one BrandsEye – we’re excited to see the results.
