Paul Siegel, Brandwatch

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Intelligence: the Fundamentals
Paul Siegel, Data Scientist

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Social Media

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https://galoisrepresentations.wordpress.com/2017/12/17/th
e-abc-conjecture-has-still-not-been-proved/

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Scientific
Intelligence

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Newton (1642)
Gravit
y

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Intelligence is a quest for simplicity
Identify your assumptions and test them

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Science in
Social Media?

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Case Study: Sentiment Analysis
● Break down by language
● Break down by audience
● Localize on an entity
● Throw away neutral
● Retrain over time

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Multilingual Twitter Sentiment Classification: The Role of Human Annotators - Mozetic, Grcar, Smailovic 2016

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http://blog.conceptnet.io/posts/2017/how-to-make-a-racist-ai-without-really-trying/

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Open questions:
● Does sentiment correlate to sales / brand health?
● Does sentiment predict virality?
● Are we throwing away better indicators?
Nobody knows.

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What are the
fundamentals?

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People
Conten
t
Time
Digital advertising
Event detection
Influencer marketing
Campaign
Strategy
Campaign forecasting
Crisis management

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People
Conten
t
Time

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Next Step: Take Time
Seriously!

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Next Step: Take Time
Seriously!

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Next Step: Take Time
Seriously!

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Toward the fundamentals
● Seek simplicity
● Test your assumptions as well as your actions
● Mind the fundamentals

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Thank you!