AI Case Study
US Open Tennis used computer vision to analyse social media activity to determine the value generated by each sponsor, placement and network during the 2017 US Open
US Open Tennis was able to analyse social media activity around the 2017 US Open with advanced vision machine learning. This allowed them to determine the value generated by each sponsor, placement and network. It found $3.14M of total media value and 18.32M engagements with Mercedes-Benz and Emirates receiving the most value.
Industry
Consumer Goods And Services
Entertainment And Sports
Project Overview
"During the 2017 US Open, GumGum's computer vision technology analyzed all social media activity to determine the value generated by each sponsor, placement and network." It could answer questions of how much value did each sponsor get? What were the top physical locations for sponsorship? What were the top social networks?
Function
Marketing
Campaign Management
Background
Measuring the value of marketing sponsorship has been a perennial challenge. For example at the US Open Tennis what is the value to American Express, Mercedes and J.P. Morgan in sponsoring and being visible around the tennis stadiums?
Reported Results
They "found $3.14M of media value and 18.32M engagements" with "Mercedes-Benz earned the high media value at $496K followed by Emirates at $364k."
Benefits
Technology
Deep vision.
Data
Social media imagery.