Challenges faced by clients
Cutting Through the Noise
Sorting the Accurate and Relevant from
the Inaccurate and Irrelevant
the Inaccurate and Irrelevant
We all understand the power of media monitoring and the crucial role it plays to stay on top of brand reputation, keeping track of industry trends and staying ahead of the competition. What’s less well known, across companies large and small, is how to effectively execute a media monitoring program in the face of the following challenges:
- Information Overload
- Inaccurate Results
- Irrelevant Results
- Multilingual Challenges
- Time and Resource Constraints
Is AI the answer to this? In part it is, but at Cognition we believe it’s still not the whole answer. AI has changed and will continue to change the way media monitoring programs are delivered. It delivers speed and efficiency in how it processes massive volumes of data across a multitude of platforms. Fantastic, but it has its limitations in how it interprets sarcasm, humor, cultural nuances and subtleties of language and it’s constrained by the quality and breadth of data it’s trained on.
At Cognition, we believe in the power of AI but understand the need for HI – the experienced human intervention needed to verify and validate AI outputs and to provide the overlay of strategic insights.
