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We combine techniques developed
by our mathematicians involving multi-dimensional semantic spaces of virtually
infinite dimension to describe how people think with words and pictures
linked with algorithms developed by our physicists who use partial differential
equations coupled with tensors to describe flows in this hyper geometric
space to represent something as simple or complex as the probability that
a group of customers in, say France, decides to switch from one brand
to another; or the likelihood of a group of leaders changing their decision.
To this mix, we add professionals familiar with the worlds of national
and military intelligence who know how to use the machine intelligence-based
approaches developed by our mathematicians, physicists, and others to
track open source information on the Internet. “Open Source”
is a term employed by the intelligence community to describe that information
which is freely available without breaking any laws. However, freely available
does not mean that it’s easy to obtain and analyze - - - it is often
fragmented and chaotic, but very valuable to those who know how to capture
it.
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Most of our clients care
little for the theory of hyper geometric and simultaneous partial differential
equations; however, they do care that we give them highly accurate results.
Many also have some knowledge of how content analysis is used within the
“shadow-land” of the intelligence community, and they want
to instill those practices within their organizations. That is better
information, more accurate, quicker, and considerably less expensive than
the alternatives.
Our approach includes close consultation and a strong partnership with
our clients. It is critical during the first phase of an engagement to
work with our client to develop the proper tracking parameters and why.
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For example, we are often asked to monitor and track positive and negative
buzz for our clients; however, it is critical to discuss context and domain
because positive and negative buzz work differently depending on the business
area. In politics, some think negative buzz will be an indicator of poor
performance at the polls; however, negative political buzz takes money
and effort to generate so that in campaigns where there is a hefty cast
of candidates as in the U.S. primaries, or elections in other nations
- - - we’ve found that early negative buzz is never generated against
weak candidates; so in certain time bands, relatively high negative buzz
is an indicator of a strong contender - - - and who the strong contenders
turn out to be is often surprising. In another example, certain kinds
of highly negative buzz are good for artists in certain recording genre
and may ramp up album sales appreciably; while in others it does the opposite.
In the area of predicting stock volatility; either high doses of good
or bad buzz is strongly correlated with an increase in volatility.
Bottom line - - - the first part of any client partnership is consultation
on how to get the information they want; how to analyze it, what they
can learn from it, and the value statement.
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