With the rise of “social media-based marketing”, consumers are less reliant on traditional advertising to make their purchase decisions. Instead, they are more ready to heed information from social media, including livestreamed promotions, short promotional videos, recommendations from friends, among others.
Therefore, to understand the real market trends, the consumer goods industry must collect public opinions from all over the media space. They have to conduct smart analysis on the massive data collected in order to formulate effective and targeted marketing strategies. From this, we can see that marketing executives must resort to smart technologies to identify, capture, store, analyse and consolidate big data from social media.
Focusing on commercial marketing solutions, Wisers has amassed 85 billion pieces of media data, and everyday more than 130 million pieces of new media data are added to our database, enabling the company to serve over 3,000 corporate and institutional customers worldwide.
With its formidable social listening capability, Wisers, the world's leading Chinese-media big data expert providing media data service, public sentiment monitoring, digital marketing consultation, AI smart solutions and other services, is now joining hands with Microsoft to leverage on their one-stop Azure solutions to help clients realize precision marketing strategy. The following is an in-depth analysis into the challenges facing social hearing and the technical support for the partnership of two companies.
Why everybody says social listening is challenging?
Social hearing means a smart analysis into remarks and interactions in relation to a specific topic across all media with the aim of creating targeted business strategies. The whole process is empowered by multiple-dimensional AI technologies, including intelligent discovery of new products or new activities, intelligent updating of keywords, sentiment analysis, as well as the ability to identify people, scenarios and logos.
For example, as shown in the diagram below, when analysing a written comment on social media, the machine not only needs to identify product type but also automatically judge whether the related comment is positive or negative.
Since the establishment of AI in 2014, Wisers has gained significant advantages in the field of social listening with the help of media veterans and top marketing analysts as well as its self-developed AI NLP technology.
However, with the continued renovations in China's media channels, Wisers is also facing new challenges:
1. More "diversified, heterogeneous, and unstructured" media data
In addition to previous smart language analysis, the increasing short video clips have spurred demand for smart image and voice recognition.
2. Low flexibility in resource allocation
As customers come from different industries, it's necessary to create database according to customer needs, but the process of resource allocation is time-consuming with low flexibility.
3. High costs and risks
Besides, the cost of media data storage and maintenance is high, and there are still risks stemming from information security.
In order to address the above challenges, Wisers has uploaded big data to the Cloud. This not only has greatly reduced the cost of data resources, but also effectively optimized the application of technologies for data storage, analysis and presentation.
All data uploaded to the cloud to improve efficiency
The cost advantage of Microsoft Azure lies with its customized solutions, which allow users to preview information such as the usage of resources and cost in a pay-as-you-go model.
The partnership with Microsoft has not only helped Wisers share Azure's cost advantage, but also make use of Azure's services from data storage and analysis to reporting.
Full hosting service is safe and convenient
Wisers has adopted Microsoft's Azure Kubernetes (AKS) service, also known as a full hosting service, in its data storage solution. AKS service acts as a "helmsman" to help Wisers automatically calculate the demand for data capacity, allowing users to instantly revise or upgrade strategy settings with a few simple steps. Meanwhile, AKS service can also automatically monitor and repair system structure, providing an extra layer of protection for data security and stability on top of Azure's existing security policies and audits.
The auxiliary service is Azure Data Lake Storage (ADLS) in the Wisers' solutions. The advantage of ADLS is that there is no limit to the amount of data, which is especially suitable for handling big data of public sentiment. ADLS allocates resources reasonably and provides hot tier, cold tier and lifecycle management. In addition, ADLS has no restrictions on the format and size of the data stored. This means that all information from media channels collected by Wisers can be stored and managed in the Azure cloud. Therefore, it can effectively help users save up on storage cost.
Meanwhile, ADLS supports access to the Distributed File System (DFS) and is integrated with Azure Databricks to facilitate data analytics. Azure Databricks users can achieve AI- and big data-powered analytics in a few minutes. With the seamless connection between data storage and data analytics, the entire process could be highly optimised and the Wisers team can work effectively and synergistically on one open platform.
Finally, users could immediately turn intelligent analytics into visualised reports using Power BI, and effortlessly present solutions to customers.
Therefore, not only does Azure have an edge over traditional data centres in terms of data storage, but it also provides top-notch Wisers experts with one-stop data service models, saving both time and resources from multiple dimensions.
Extract more media intelligence with voice AI
Apart from the above-mentioned advantages, Azure's voice AI function can provide strong support for Wisers' data analytics. Currently, Microsoft's voice AI service can convert voice in videos into text with high accuracy and efficiency, thereby facilitating the extraction of intelligence information from multi-dimensional media resources such as live broadcasts and short video clips.
Wisers will team up with Microsoft in voice AI to reach new heights in social media listening
Wisers CEO and Microsoft executives
Supported by Microsoft's public cloud services, Wisers is armed with strong omni-media business intelligence integration and analysis capabilities. Through multi-dimensional AI-driven data cloud platform, Wisers can provide in-depth solutions in areas of public relations, marketing, products and after-sales for companies to flexibly handle different business scenarios, timely grasp the hot spots on the market and explore customer preferences.
Leveraging AI technology, Wisers ferrets out the most important, the most relevant information from big data to help enterprises cope with the diversified and fragmented information more efficiently and accurately, and improve the relevance and timeliness of the information obtained. It helps enterprises, government departments and institutional customers: 1) monitor macro-environment, public opinions, analyse market trend, identify investment and business risks, 2) analyse consumers' behaviours, habits and opinions, assess communication and marketing effect and assist with accurate input, and 3) predict the industry trends, identify potential opportunities and optimise product decisions.
To learn more about marketing, professional advice on brand communication and promotion as well as our products & services, please do not hesitate to contact Wisers.