THE RISE OF ALGORITHMS:Their Future Impact on Consumer Insight
STEPHEN CANDELMO | SYNAPSIFY, INC. | CEO
RISE OF ALGORITHMS
AGENDA
• Introduction• Algorithms 101• Current Uses and Industries• Marketing and Voice of Customer Insight• What Does the Future Hold?• Key Take Aways• Q&A
RISE OF ALGORITHMS
INTRODUCTION
• CEO and Co-Founder • CEO and Co-Founder• Corporate Technology Attorney• Member of WOMMA Legal Committee
WHAT IS AN ALGORITHM
SET OF RULES“IF X, THEN Y”
ALAN TURING
Source: 2012 UC Berkeley
MOORE’S LAW AND GROWTH OF DATA
Source: Yankee Group
CLOUD COMPUTING: ACCESS AND AFFORDABILITY
SMARTPHONES: EXPLOSION
SOURCE: FORBES
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THE RISE OF MACHINESRISE OF MACHINES
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CURRENT USES
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CURRENT USESSENTIMENT
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TAGGINGS
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CURRENT USESTOPICS AND ENTITIES
CLUSTERING
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CURRENT USESINFLUENCERS
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CURRENT USES
THERE IS MORE TO DISCOVER…
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CURRENT USESFUTURE USES
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CURRENT USESI SEE ROI IN YOUR FUTURE…
“I INTEND TO LIVE FOREVER, OR DIE TRYING”
GROUCHO MARX
GROUCHO MARX
CONSUMERS THAT FLOCK TOGETHER…
GROUCHO MARX
CONSUMERS THAT FLOCK TOGETHER…EMOTIONS ARE A RAINBOWOF COLORS…
GROUCHO MARX
CONSUMERS THAT FLOCK TOGETHER…
PSYCHOGRAPHICS
GROUCHO MARX
CONSUMERS THAT FLOCK TOGETHER…QUALITY MATTERS
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CURRENT USESMORE ACCURATE MONITORINGMESSAGING AND TARGETING
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CURRENT USESMORE ACCURATE MESSAGINGAND TARGETINGACTIONABLE RECOMMENDATIONS
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CURRENT USESMORE ACCURATE MESSAGINGAND TARGETING
COLLECTIVE KNOWLEDGE
COLLECTIVE KNOWLEDGE
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CURRENT USES
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CURRENT USESHUMAN JUDGMENT ESSENTIAL…WILL ALWAYS BE ABOUT BALANCE…
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CURRENT USESHUMAN JUDGMENT ESSENTIAL…
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CURRENT USES
TAKE AWAYS
RISE OF ALGORITHMS
TAKE AWAYS
• Algorithms Are All Around Us• Big Data and Computational Power Driving Innovation• Current Uses…Only the Beginning• The Future is Bright
– More accurate measurement, messaging and consumer insight
– Predictive outcomes and recommendations• Human Involvement is Still Essential
THANK YOU!Stephen Candelmo @scandelmo
[email protected] @synapsify