The Machine gave me the Narrative

1. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
The
Machine
gave
me
the
Narra0ve
Using
AI
pla-orms
to
help
inves5gate
and
build
brand
narra5ves
Dave
McCaughan
Bibliosexual
18
August
2016

2. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
AI
used
to
be
real
and
touchable
Click Z, A marketer’s guide to artificial intelligence 2016
Think about that ….
The wisdom of the ages available in
thousands of volumes
Searchable through indexes
But we ended up relying on a “neutral”
treasure trove of all answers

3. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
So
much
data
,
so
many
new
mining
/
analysing
tools

4. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
We
have
“apps
for
everything”
including
doing
the
research
for
us
http://www.silvergroup.asia/tools/

5. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
In
a
world
where
all
answers
are
“in
our
hands”
how
do
we
“know”
what
maNers
“If a man googles himself and there are no such results, does he really exist?”
Harvard Business Review March 2013 Page 125

6. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
AI
–
now
it
seems
everywhere
“ the science and engineering of intelligent things ”
… John McCarthy, the originator of “artificial intelligence” 1950s
1. Human-style intelligence :
HAL, CP30 and the Turing test ?
2. Task driven intelligence :
Tripadvisor, Siri, Watson ?
Click Z, A marketer’s guide to artificial intelligence 2016
“ stuff a human might do ” … Mei Marker
“ a human savant ” … Kevin Gray

7. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Google
says
in
“AI
for
Market
Research”
is
…

8. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Google
says
in
“AI
for
Market
Research”
is
…
Well done
Brainjuicer

9. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
I
love
Qual
!!
Pulse of the Media:
Undercurrents of Popular
Culture being expressed
in the Media
Pulse of Observers of
Change:
What knowledgeable
Observers of Change
predict about people
Pulse of People:
What is going on directly
in people’s lives and minds

10. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
In
a
“storytelling”
mad
market
maybe
what
I
really
do
is
seek
and
build
narra0ves

11. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
a report of connected events, real or imaginary, presented in a sequence
of written or spoken words, and/or still or moving images

12. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
The
value
of
research
is
always
the
unexpected
bringing
new
ideas
Want to know how to reach hard core fans?

13. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
The
value
of
research
is
always
the
unexpected
bringing
new
ideas
Want to know how to reach hard core fans? Unexpected medium opportunities

14. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Narra0ve
Exper0se
:
Qual
analysis
of
internet
content
Machine driven insight with human interpretation for action
Significance
Systems
http://significancesystems.com/

15. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Different to traditional social media tracking
We identify and rank what matters to focus your communication

16. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Transformative
Transient
Machine based measurement of narratives
that matter across geographies
What we do
We measure long term engagement for
narratives across the whole web, including
traditional and social media.!
!
What we find
Discrete structural characteristics for each
narrative, and the levers which drive them.!
What we know
We can identify the nature of a given
narrative, and the appropriate manner of
engagement with it.!
Significance
Systems
Narra0ves
that
MaNer

17. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Machine based measurement of narratives
that matter across geographies
What we do
We measure long term engagement for
narratives across the whole web, including
traditional and social media.!
!
What we find
Discrete structural characteristics for each
narrative, and the levers which drive them.!
What we know
We can identify the nature of a given
narrative, and the appropriate manner of
engagement with it.!
Significance
Systems
Narra0ves
that
MaNer

18. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
HPV Vaccine
Chickenpox vaccine
Significance
Systems
Predic0ve
emo0onal
measures
to
understand
narra0ve
strategic
impact

19. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Engaging
content
and
media
driving
narra0ves

20. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
CASE Narrative 1!
India diabetes continuous monitoring
technology!
!
Continuous monitoring technology for diabetes has an
overall positive emotional score and is seen as a real
positive approach but is missing content volume and
explanation at the moment, a real opportunity.
Medtronic comes up a lot and its own site has driven
some engagement. Youtube though seems to be the
place people are going to learn.!
!

21. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
CASE Narrative 2!
India diabetes!
A Timeless narrative about a problem with a constant
affect of disgust causing defeatism and resignation
that it is a problem seen as too hard to tackle. So
anyone offering any practical help will bee seen as
having high brand value and long term engagement.
At the same time controversies around what is
causing a high rate of Type 1 diabetes is driving
engagement in a negative sense as in this article :!
Advances in medical care linked to Type-1 diabetes
boom-Times of India!
Directionally partnering with institutes seems to be an
opportunity to drive engagement to take leadership !

22. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
CASE Narrative 3!
‘India diet’ diabetes !
!
Lot’s of “disgust” connected to fear about
perceived connections that Indian diet leads
to diabetes. The diabetes.org site and youtube are
driving the narrative. Interesting content on facebook
around people sharing home developed recipes dor
diabetics or to help reduce chances of developing the
disease. Lack of positive content involving health
professionals is an area to investigate. !
FEAR

23. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Adding
a
new
tool
to
the
kit
Ai …. It’s never to late to add to the
way we learn

24. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Thank
You!
Davidcmccaughan@gmail.com
www.bibliosexual.com

25. The
Machine
gave
me
the
Narra0ve
–
Agility,
Automa0on
and
AI
Dave
McCaughan,
Bibliosexual
&
the
AI.Agency,
2016
Q
&
A
Dave
McCaughan
Bibliosexual
&
Ai.agency
Sue
York
The
Handbook
of
Mobile
Market
Research