Snack machine dating
"What we did at e Harmony was pretty much exactly what we're doing here, at least on the psychometric perspective," said Buckwalter, who helped the consultancy develop its technology.The firm currently uses the technology internally to surface people who -- even if they don't typically work with advertisers or post sponsored content -- might be an appropriate companion for a brand.
"We're looking into the people that have a very authentic following who are just a good match," said Kai Mildenberger, Ayzenberg's chief technology officer.For the SXSW effort, four Mazda influencers were selected to cruise around Austin in the CX-5 and hang out in a branded Mazda Studio, then post about the experience on Twitter, Instagram and Facebook.The data-driven approach gave Mazda the ability to refine its influencer marketing targeting in a way that aligned better with the brand's values, suggested Eric Watson, director, marketing operations at Mazda North American Operations.As brands burn out on celebrity endorsements and the legion of social media power-personalities multiplies, it's become increasingly difficult to find so-called influencers for their campaigns.A handful of tech-centric agencies and platforms are using artificial intelligence-informed approaches – similar to those employed to model audience segments for ad targeting or enable chatbots -- to pluck potential influencer mates from the dating pool on behalf of brands like Mazda and Gerber.That score is determined by the demographic, contextual and psychographic relevance between the influencer and brand.
Better Matches, but Risks Remain Big-name celebrity-focused brand endorsements are under scrutiny from regulators.
e Harmony for Brands Creative tech consultancy Ayzenberg struggled to manually identify people for influencer marketing efforts and worried that when they did, they didn't have a strong sense of who those people really were.
So, when the firm decided it was time to apply data and technology to the process, they went straight to the source of digital matchmaking: Dr. Galen Buckwalter, a behavioral scientist and the original chief scientist of e Harmony, the online dating service that famously promises to foster long-term relationships based on 29 dimensions of personality.
The Federal Trade Commission sent letters to 45 celebrities including Jennifer Lopez and Sean "Diddy" Combs alleging that they promoted brands in social media without disclosing paid relationships with the advertisers.
J-Lo, for example, posted a photo of herself in a shimmery gown perched on a table alongside bottles of Beluga Vodka on Instagram, thanking the brand.
"Not because they do it because they want to make money with it." Kate Kaye covers the data industry for Advertising Age and is the main contributor to the Ad Age Data Works section.