Protagonist Platform launches to uncover customer narratives using machine learning
Summary
It claims to be the first software platform specifically designed to analyze complex, cross-platform datasets to reveal the underlying beliefs and motivations of consumers. To uncover those user-generated stories, the Protagonist Platform leverages the latest techniques, including machine learning and natural language processing (NLP). “First, we use unsupervised machine learning to find similarities between different documents and chunks of text based on narrative patterns,” Aaron Harms, EVP of product, technology, and finance at Protagonist, told me. These insights can be used to energize and protect a brand, understand and activate a target audience, and win a narrative battle that is playing out in the public discourse.” This approach is significant. While there is a human element, it scales quicker — and will produce results much faster — than traditional focus groups, polls, and social listening techniques.
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