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Fizziology employs Watson linguistic evaluation to match endorsing athletes’ personalities with manufacturers’

If you happen to’re searching for a soulmate, persona matching by way of a relationship web site is one option to higher the percentages of compatibility.

And, if you happen to’re a marketer focused on discovering a very good match to your model, social media analysis agency Fizziology has launched outcomes of its effort with the omni-resourceful IBM Watson to equally make use of persona matching between skilled athlete endorsers and shoe/attire manufacturers.

How the persona matching works. In Fizziology’s endeavor, which it says is the primary brand-to-celebrity matching using the supercomputer’s linguistic evaluation, Watson examines the social media posts of a given model’s followers to find out the persona traits they assign to the model, in addition to the traits indicated by the athletes’ personal posts. In each instances, the posts have been made to Fb, Twitter and Instagram.

Whereas PR brokers would possibly generate all or a number of the athletes’ posts, the thought is that the ensuing declarations characterize the picture the athlete needs to current. The social media posts are unsolicited, include extra than simply athlete or model mentions, and are constructive in tone.

Watson Persona Insights, a linguistic evaluation know-how, categorizes the posts by a number of metrics. One class is Wants, that are these facets of a celeb or model more likely to resonate with a client, comparable to Closeness, Curiosity, Self-Expression and Concord. Values are components motivating a fan’s resolution making, after which there are the Huge 5 traits of persona traits: Agreeableness, Conscientiousness, Extraversion, Emotional Vary and Openness.

Watson then matches the 2 persona varieties, within the hopes of making a long-lasting endorsement marriage. The important thing query for the model, in response to Fizziology EVP/GM Wealthy Calabrese: Will the individual the model is signing join with our model advocates?

The match-ups. The outcomes have been summarized in a free report from Fizziology, “Uncovering Model Endorsers by way of Persona Evaluation.”

4 manufacturers have been analyzed (Nike, Adidas, Puma and Underneath Armour) and 7 NBA gamers (Joel Embiid, Kawhi Leonard, Andrew Wiggins, Demarcus Cousins, Isaiah Thomas, Gordon Hayward and Kelly Oubre Jr.). Through the evaluation interval — February by way of August of this yr — all seven had shoe and attire offers developing for re-negotiation.

Right here’s a abstract desk of the ensuing matchup, with 2 athletes aligned with every model besides Underneath Armour, which obtained one:

The research is meant as a case research of how Watson’s evaluation can be utilized for this goal. Calabrese stated there’s not but proof that this method supplies a greater match between athletes and the manufacturers, and, to his information, it has not been utilized by a model to explicitly make its resolution.

Why this issues to entrepreneurs. Connecting social influencers and movie star endorsers to manufacturers has grow to be a serious a part of advertising and marketing, however a lot of the earlier evaluation has been primarily based on viewers attain — that’s, the variety of followers — and engagement metrics.

The matching between these two manufacturers – influencer/movie star and product maker – has been extra seat-of-pants, typically by earlier pursuits or endorsement work of the individual. If Watson or different evaluation can reliably match personalities primarily based on social posts, the choice course of might grow to be extra routine however extra correct.

On the very least, entrepreneurs might style particular advertising and marketing that’s geared to the perceived persona traits of the model.

This story first appeared on MarTech At present. For extra on advertising and marketing know-how, click on right here.

About The Writer

Barry Levine covers advertising and marketing know-how for Third Door Media. Beforehand, he lined this area as a Senior Author for VentureBeat, and he has written about these and different tech topics for such publications as CMSWire and NewsFactor. He based and led the website/unit at PBS station 13/WNET; labored as a web-based Senior Producer/author for Viacom; created a profitable interactive sport, PLAY IT BY EAR: The First CD Recreation; based and led an impartial movie showcase, CENTER SCREEN, primarily based at Harvard and M.I.T.; and served over 5 years as a marketing consultant to the M.I.T. Media Lab. You could find him at LinkedIn, and on Twitter at xBarryLevine.

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