Media Intelligence: Valuable Data Made Accessible

Media Intelligence: Valuable Data Made Accessible

Artificial Intelligence (AI) solutions are on everyone’s lips - and have by now arrived in almost every industry. Basically, intelligent tools or programs based on AI are able to break down and process information from structured data sets in such a way that they become the knowledge base for well-founded decisions and business processes can be optimized accordingly.

Currently, data intelligence is particularly demanded in areas such as cybersecurity, finance, healthcare and insurance.

However, today‘s innovative systems can process way more than just structured data: Technologies such as speech or polarity recognition, sentiment analysis and many more enable the inclusion of other valuable information, which opens up a whole new range of application areas for intelligent solutions.

Application Areas of Intelligent Solutions

One area in which a particularly large amount of unstructured but nevertheless enormously valuable data accumulates is the media landscape. Just consider the thousands of TV and radio stations around the world that broadcast content of various kinds 24/7 - a lot of information that is useful but at first glance seems impossible to capture or even analyze.

Yet it is precisely this information that is fundamental for decisions in sectors such as public relations, marketing or politics - basically everywhere where consumer voices are required and where it is relevant to understand customers. Media intelligence - which is to be subordinated to data intelligence and focussed on the analysis of media content - provides important insights in this regard.

Media Intelligence – Advanced Consumer Knowledge

Basically, Media Intelligence creates a holistic understanding of what both consumers think and which information they are exposed to. The information collected to gain this knowledge includes content of classic media such as TV, radio or press but also new media such as social platforms.

This opens up the possibility to actually measure communication, to compare, analyze and manage it and, finally, improve business strategies established on these findings. Decisions no longer have to be based on assumptions or gut feeling, Media Intelligence delivers valuable facts and analysis to help steering the wheel into the right direction.

From Theory to Practice

Media intelligence is often mentioned in connection to media monitoring - which makes perfect sense, because it serves as the basis for information gathering and is the most convenient way to obtain the valuable insights.

Media monitoring makes use of advanced technologies such as sentiment analysis, polarity detection or speech-to-text to search media content that is relevant to the respective business case, based on keywords.

On the one hand, the results are clips or excerpts of the corresponding contributions and data on reach, frequency, polarity and many more. On the other hand, modern media monitoring tools offer the possibility of displaying the information via integrated dashboards and therefore allow recognizing the most important insights at a glance.

All those who rely on real-time solutions have another huge advantage. Especially in the industries that rely on media intelligence, prompt action is the be-all and end-all. Those working in areas such as PR or government simply can’t afford to wait for the morning edition and then scour it for relevant headlines.

Take advantage of the media intelligence trend and stay ahead of the competition - not only in terms of timing, but also in terms of information.

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