Thought Leaders in Artificial Intelligence: Socialbakers CEO, Yuval Ben-Itzhak (Part 3)

Yuval Ben-Itzhak: What makes us unique and differentiated from the market is actually the machine learning and AI that we include in the platform, which takes this raw data and tries to identify the clusters of the persona. It tries to provide recommendations of content and assess the cost of your advertisement budget. All those metrics are dependent on a very unique player of machine learning and AI to provide actionable recommendations to marketers. That’s what sets us apart. That’s what’s driving our business in 2019.

Sramana Mitra: Double-click down one more level into the AI. What’s happening? What’s interesting about how you’re using AI? This is, partly, an artificial intelligence series interview.

Yuval Ben-Itzhak: For example, let’s say that you’re operating the market and you have a couple of competitors. You’re competing in a particular region or segment. You really want to get the insights about your competitors, but just what are they advertising or what content are they posting. Our algorithms track the trajectory of the spread of the content in a network and can identify pretty accurately.

If a piece of content is getting attraction because there’s money behind it or an organic piece of content that actually resonates very well with the audience. As a result, it gets a lot of engagement from the audiences. For marketers, these insights on competitive information are very important because they would like to learn about their competitors if the success they’re seeing in the content is a result of dollars spent, or this is because there’re brilliant people over there doing great content.

Another example for that is clustering algorithms. As I mentioned in the example before, we’re looking at the data and trying to identify clusters of the marketing persona. It’s a combination of data points of the age, interest, or location, and trying to identify the size of this cluster to identify or present the marketer with the unique marketing persona sitting in their audience. Of course, the audience may include multiple clusters like this. But what are the main ones? Which are the ones they should spend time on and create content for?

There are more examples like the content accommodation itself. What is the content that the audience actually engages with? But what are similar contents that they most likely engage with? These are classic recommendation engines that were developed out there. Without this information, the marketer will basically need to create content and then cross the fingers and hope that the content will work.

With these machine learning and AI algorithms, the likelihood that this content will actually perform and the cost of promoting will be significantly less is very high. That’s exactly what we’re seeing when our customers are using the platform.

This segment is part 3 in the series : Thought Leaders in Artificial Intelligence: Socialbakers CEO, Yuval Ben-Itzhak
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