Tag: intention

Wishful Thinking and Leprechauns

I recently came across a lovely cartoon on Leprechauns and social media.

Fortunately for us, we have a leprechaun in the office.

(So, now you know where we get our startup funding from).

Here’s a picture of the guy (that’s the cubicle he shares with Selasdia):

DSC00227

Just kidding!

One of our business partners brought the little pewter leprechaun in the picture back to India for us from Ireland.

It might have once been popularly believed in Ireland that leprechauns had the ability to grant Wishes.

And we find Wishes immensely interesting because some of the earliest work on Intention Analysis started out as an attempt to detect and classify Wishes.

In fact, one of the loveliest papers on the subject started out with an attempt to study what people wished for (wanted) on New Years Day.

You can read the paper here:  http://pages.cs.wisc.edu/~jerryzhu/pub/wish.pdf

It has a very beautiful title: “May All Your Wishes Come True:  A Study of Wishes and How to Recognize Them”

You also find the word Wishes in the title of one of the first attempts in research literature to find “buy” intentions:

http://www.aclweb.org/anthology-new/W/W10/W10-0207.pdf

It is a paper titled, again quite poetically (what’s with Wishes and beautiful titles!) “Wishful Thinking – Finding suggestions and ‘buy’ wishes from product reviews”.

This paper was written by a research team working at Cognizant (India) in 2010.

Advertisements

Discovering intent for retargeting

Text-based Intention Analysis

At Aiaioo Labs, we have been developing text analytics tools for the discovery of intent for a number of years, as explained in the following articles:

  1. Intentions and Opinions
  2. Prior Work on Intentions

In recent months and years, we have seen other firms come up with similar technologies, studies and initiatives:

  1. SocialNuggets offers a study on the ROI of intent analysis
  2. Solariat has been trying to convince Facebook to use intention analysis for ad placement
  3. WisdomTap did a study on the power of intent analysis with us

These are all text-based studies, using the content of conversations on social media to discover intentions.

However, the most recent attempts at improving the targeting of ads have focused on methods for discovering intent without using any unstructured information.  Below, we look at two of the methods.

One of the methods is advertisement retargeting.

Retargeting

Retargeting involves showing ads to customers based on intent discovered from past visits to sales portals.  For instance, if you visited Amazon’s books section, you have demonstrated the intent to purchase books.  It’s clear as crystal, and there is no text analysis involved.

Now if Amazon tells Facebook that a particular user visited Amazon’s books section, Facebook can use the information to show suitable Amazon ads to that user, even after the user has left Amazon.  That is called retargeting.  It is in essence a kind of intention analysis, but without the use of text.

Here is an article about retargeting on Facebook:

It’s Become Tragically Clear That Facebook Chased The Wrong Business For Years

Another method is the use of special purpose social networks.

Special Purpose Social Networks

When most people go on LinkedIn, they have careers or business contacts on their minds.  So, LinkedIn might work well for job ads or B2B branding exercises.

This article on Forbes talks about this type of intent analysis:  Why Consumer Intent Drives The Value Of Social Networks

It’s very interesting to see wholly new ways to guess at social networking users’ intentions.

Text-Based

  • Advantages:  doesn’t need data from outside the website
  • Disadvantages:  might be perceived as an invasion of privacy, needs conversations, low volume, low accuracy

Retargeting

  • Advantages:  high volume, high accuracy, no privacy issues, needs no conversations
  • Disadvantages:  needs data from outside the website

Special purpose networks

  • Advantages:  high volume, no privacy issues, needs no conversations
  • Disadvantages:  low accuracy, the space of intentions that can be assumed is limited per network

Purchase Intention Use Cases

WisdomTap (www.wisdomtap.com) is a firm that uses purchase intention in a very interesting manner.

They spot purchase intention in public posts and target advertisements at the speakers.

The team at WisdomTap obtained some startling results when they measured how those users responded to their ads.

The results can be found in this whitepaper: http://www.aiaioo.com/whitepapers/intention_analysis_use_cases.pdf