Cerebra

Software provider harnesses the power of the crowd to tackle the industry’s holy grail: accurately gauging sentiment online.

BrandsEye, the world’s only crowdsourced online reputation management service, has introduced a powerful new technique to its online monitoring application. BrandsEye Crowd now combines the benefits of three powerful elements: the all-knowing wisdom of the crowd, managed through the minute attention to detail of computers, and focused by the strategic judgement of trained professionals.

BrandsEye Crowd 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.

Says Tim Shier, MD of BrandsEye:

“The global online reputation management industry has always been plagued with poor data quality. Through the creation of BrandsEye Crowd, we have solved this problem, allowing for the data and insights we gather for clients to be trusted as a far more central component of strategic decision making – throughout businesses.”

The solution comes in two parts: an algorithm based on the Elo rating system first developed to rank chess masters, and 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.

People who want to earn a little extra cash sign up to BrandsEye Crowd, which allocates them real-time mentions. The rater 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 are not great at picking up irony, sarcasm, humour… or rage. People are. Based on their peer-reviewed accuracy, the BrandsEye Crowd are paid for their effort.

Says Shier:

“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 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 has been active in the Online Reputation Management industry since 2006 (launching in 2008). With this new addition to their ORM offering, they will be providing their clients, in 113 countries, with accurate insights from which to make better decisions.

More information and to watch the video interview click here