NeuroData and AI with Billee Howard – Episode 13

NeuroData and AI

Neurodata with AI to deliver tangible returns and competitive advantage with Billee Howard, Ex head of global media at Weber Shandwick.

Billee Howard is Chief Strategy Officer of Centiment and she is certainly no stranger to emotional intelligence. She merged her firm Brandthropologie with Centiment. Billee’s firm Brandthropologie is focused around storytelling reached a point where she was asked by IBM how she could use IBM Watson in storytelling to be more creative.

Neuromarketing, neurodata and neuroscience are things people are talking about and Billee explains clearly what these terms actually mean, affective computing, emotional intelligence, Eye tracking, facial tracking and voice tracking have been used for years.

Apple bought emotion in this space a few years ago and the market around this is 59 Billion USD.

Neurodata is a science based understanding of ways people react emotionally to brand wording and what it means to them and the actions it encourages.
The neurodata that Centiment uses gives them a big picture process to look at brand wording at all levels of the customer journey and what these words mean to people and what content means to people to encourage them to take action.

Making sure the brands content needs to connect with people and the content needs to reach the right people, if we can help a brand to understand how people feel and think then we can create content and experiences to ensure they really connect with the right audience and in the right way to make a real difference to the bottom line.

We want people to feel positively about a brand, which will help them to buy the product, connecting with the brand and then recommend the product and to become an advocate of the brand.

Everyone is trying to connect with their customers on an aspirational and emotional level, on a hyper-personalized level. If you do this blindly without understanding who you are talking to and what makes them tick then the likely-hood of success is diminished. There is an emotional blind-spot created if this is not done initially and brand communications are not directed by data driven analysis using AI (Artificial Intelligence).

Making sure the customers are beneficial financially, not only on the short term but over the longer term is also a crucial element to account for within this process of analysis and marketing management.
The service offering sentiment has is becoming the worlds first emotional database, breaking up people into phenotypes breaking up segments for example millenials become more easy to target as they are hyper-targeted from using neurodata analysis.

Marrying neuroscience with data science connects emotions to language and increases the likelihood of success becomes much larger so marketing campaigns and brand communications deliver exceptional results.

The EIQ report that sentiment provide is the best place to start and adding this into their existing customer segmentation methods are where marketers can start, then Centiment uses algorithms to make this work.

The likelihood of success to market to these smaller segments makes it much more efficient for marketing departments.

By analysing :-
Common language
Responsive language
Trigger language

The business currently sits between the agencies and the brands, using this tool and services as a competitive differentiator in this arena enables brands to deliver more return on marketing investments.

What makes people tick on an emotional level is where the real value is added, adding a surgical understanding of the emotional connection between all of their marketing practices across all categories, calls to action and at all stages of the customer journey.

Different groups and filters will be added so they can drill down into hyper-personalized communications, this may well be the holy grail in marketing…
Using AI and Neurodata is going to be able to deliver lots of dramatic results for marketers and for business leaders. The AI and machine learning will enable scale to this kind of idea and enable all businesses to have access to this technology and Centiment are ideally placed to make this happen.
Neurodata is replicable and removes all bias from the equation, effective computing is set to grow to 59 Billion USD in the next two years.

Creatives in some cases bias the marketing content are in fact in need of being able to use this, focus groups are usually stacked in the favour of who is actually organising them.

So looking at sentiment analysis on a deeper level is going to enable businesses to succeed ahead of their competition.

Breaking it down to more than positive, negative and neutral sentiments are not enough now, the results can be biased. To extract meaning from social listening tools it is necessary to look at the real connection from emotion to language, but in fact the words may mean completely different things, and taking insights from these social media listening tools is not enough in many cases.

For example when someone may think that the content is “great” may not give enough information to really deliver meaning. This Billee and I discussed last year in Las Vegas and both agreed that their needed to be more clarity around this and in fact a human and machine approach to this and also as she says there are many other neurodata sources that sentiment work with to deliver real results for their clients.

For an example :- what is common language, responsive language, trigger language, what words emotionally make people take action and analysis of these words delivers real meaning so that the potential customers can buy it, recommend it and become an advocate of the brand.

There will be associated actions that go with each of these stages in the buyers journey and being surgical to enable brands to succeed with their marketing efforts is something that is not a want or a need but the reality of it is that it is a must have competitive advantage.

It will enable businesses to understand more about what money is spent and how much success that particular campaign or set of words have become more successful in their business.

Multi-trillions of dollars are spent yearly on marketing and the return on investment from these campaigns is very low and untraceable in many cases.

“In the land of the blind man the one eyed man is king!” Springs to mind and this is still the case in marketing…
Reach Billee Howard from BRANDthro