Media intelligence uses

data mining Data mining is the process of extracting and finding patterns in massive data sets involving methods at the intersection of machine learning, statistics, and database systems. Data mining is an interdisciplinary subfield of computer science and ...

and

data science Data science is an interdisciplinary academic field that uses statistics, scientific computing, scientific methods, processing, scientific visualization, algorithms and systems to extract or extrapolate knowledge from potentially noisy, stru ...

to analyze public,

social Social organisms, including human(s), live collectively in interacting populations. This interaction is considered social whether they are aware of it or not, and whether the exchange is voluntary or not. Etymology The word "social" derives fro ...

and editorial media content. It refers to marketing systems that synthesize billions of online conversations into relevant information. This allow organizations to measure and manage content performance, understand trends, and drive communications and

business strategy In the field of management, strategic management involves the formulation and implementation of the major goals and initiatives taken by an organization's managers on behalf of stakeholders, based on consideration of resources and an assessment of ...

. Media intelligence can include

software as a service Software as a service (SaaS ) is a cloud computing service model where the provider offers use of application software to a client and manages all needed physical and software resources. SaaS is usually accessed via a web application. Unlike o ...

using

big data Big data primarily refers to data sets that are too large or complex to be dealt with by traditional data processing, data-processing application software, software. Data with many entries (rows) offer greater statistical power, while data with ...

terminology. This includes questions about messaging efficiency, share of voice, audience geographical distribution, message amplification, influencer strategy, journalist outreach, creative resonance, and competitor performance in all these areas. Media intelligence differs from

business intelligence Business intelligence (BI) consists of strategies, methodologies, and technologies used by enterprises for data analysis and management of business information. Common functions of BI technologies include Financial reporting, reporting, online an ...

in that it uses and analyzes data outside company firewalls. Examples of that data are

user-generated content User-generated content (UGC), alternatively known as user-created content (UCC), emerged from the rise of web services which allow a system's User (computing), users to create Content (media), content, such as images, videos, audio, text, testi ...

on social media sites,

blog A blog (a Clipping (morphology), truncation of "weblog") is an informational website consisting of discrete, often informal diary-style text entries also known as posts. Posts are typically displayed in Reverse chronology, reverse chronologic ...

s, comment fields, and wikis etc. It may also include other public data sources like

press release A press release (also known as a media release) is an official statement delivered to members of the news media for the purpose of providing new information, creating an official statement, or making an announcement directed for public releas ...

s, news, blogs, legal filings, reviews and job postings. Media intelligence may also include competitive intelligence, wherein information that is gathered from publicly available sources such as social media, press releases, and news announcements are used to better understand the strategies and tactics being deployed by competing businesses. Media intelligence is enhanced by means of emerging technologies like

ambient intelligence Ambient intelligence (AmI) refers to environments with electronic devices that are aware of and can recognize the presence of human beings and adapt accordingly. This concept encompasses various technologies in consumer electronics, telecommunic ...

machine learning Machine learning (ML) is a field of study in artificial intelligence concerned with the development and study of Computational statistics, statistical algorithms that can learn from data and generalise to unseen data, and thus perform Task ( ...

, semantic tagging,

natural language processing Natural language processing (NLP) is a subfield of computer science and especially artificial intelligence. It is primarily concerned with providing computers with the ability to process data encoded in natural language and is thus closely related ...

sentiment analysis Sentiment analysis (also known as opinion mining or emotion AI) is the use of natural language processing, text analysis, computational linguistics, and biometrics to systematically identify, extract, quantify, and study affective states and subje ...

and

machine translation Machine translation is use of computational techniques to translate text or speech from one language to another, including the contextual, idiomatic and pragmatic nuances of both languages. Early approaches were mostly rule-based or statisti ...

Technologies used

Different media intelligence platforms use different technologies for monitoring, curating content, engaging with content, data analysis and measurement of communications and marketing campaign success. These technology providers may obtain content by scraping content directly from websites or by connecting to the API provided by social media, or other content platforms that are created for 3rd party developers to develop their own applications and services that access data. Technology companies may also get data from a data reseller. Some social media monitoring and analytics companies use calls to data providers each time an end-user develops a query. Others archive and index social media posts to provide end users with on-demand access to historical data and enable methodologies and technologies leveraging network and relational data. Additional monitoring companies use crawlers and spidering technology to find keyword references, known as semantic analysis or

. Basic implementation involves curating data from social media on a large scale and analyzing the results to make sense out of it.

References

{{Reflist Business intelligence terms Social media Collective intelligence Mass media monitoring Social information processing

Technologies used

See also

References