Jon Snow approves this edition of Catching Up.
People often to look to the future (especially sci-fi) to talk about Artificial Intelligence. But what does it mean in real terms today? How will automation affect the working world in 2019? This study looks at two practical examples. In Agtech (connected agriculture), super productivity boosted by big data is struggling to produce results. There are logistical challenges such as the need for sensors that require a large investment to redesign agricultural facilities – not forgetting that the countryside often has poor internet connection. Farmers interviewed in this study criticised the time they had to spend in their offices instead of their fields. Data interpretation is also a problem. The tools that are supposed to save time obviously require time to learn and understand, when they are actually used (the software embedded in John Deere tractors is often unused). Technology is therefore moving faster than the development of the profession. In the retail sector, the automation of cash registers is changing the way work is organised. In terms of the benefits, opinions differ between employees and managers (lack of job stability vs. profitability). In reality, automatic cash registers require considerable time and effort (monitoring, on-hand assistance) by actual employees, who in turn contribute to the success of today’s automation. Imagine if there wasn’t a human being on hand to unlock the cash register. Today’s AI is meeting the real world head-on.
Follow the voice
What are the challenges of audio for digital marketing (and analytics tracking)? Consultant Nicolas Hinternesch looks at the changes brought about by the arrival of voice assistants in the digital ecosystem, and predicts major shifts in the future. The way you interact with your voice (vs. the screen) is already a profound behavioural change in itself. Searching by voice can only offer one possible answer. This therefore takes away results pages along with access to the websites of brands and content producers. This new dynamic will potentially transform advertising models and complicate consumer engagement and retention strategies on a website. Brands will naturally have to adjust, just as the BBC has intelligently adjusted its service offer (design and content) to audio practices. In terms of analytics, the challenge is to integrate this new voice data source into the current scope of analysis. To do this, it is essential to carry out personalized tracking. While the major manufacturers offer various metrics, they are often broad and limited. The ideal solution is to work with an analytics provider that allows sufficiently flexible tagging customisation.
#cicero (French link here) is a platform for analysing the language of political speeches. It aims is to provide people with a clearer view above the mass of information reported by the media as well as understanding the positioning of our elected officials on major issues. By typing in a keyword (ecology, tax, etc.) the user can access candidates’ statements (video, radio, social network formats) and compare their positions. With many political speeches failing to address the main issues in depth, it is important to be able to look at specific subjects in detail. The concept is called meta-discourse (link in French) and is only used to identify issues. This project was initiated by the IDHN (Institute of Digital Humanities) and aims to provide a more objective political voice to reduce the lack of trust in politicians and put people back on the path to the polls.
4 media measurement bodies (Médiamétrie, Barc, Numeris and Video Research) have come together to form the international alliance GAMMA, an initiative to standardize video audience measurement worldwide. The aim is to develop common standards and processes to align all video audience measurement. In France, the current Computer Video Audience reference measurement is based on a hybrid sampling methodology (16,000 individuals) augmented by certified site-centric data (ACPM). We therefore expect to see a range of developments in the coming months. You should also remember that any good Web Analytics tool can provide you with accurate behavioural and KPI metrics on video consumption (playback time, time spent buffering, full playbacks, playbacks with displacement, etc.) with the huge advantage of putting this analysis in perspective with the performance of your entire digital device.
These interactive visuals show how ideas, information or even viruses spread across a network. Adjust parameters such as the rate of transmission or the degree of immunity and watch the infection (or rumour) spread.
See you next time on the Internets!