Named Entity Recognition + Bayesian Inference for Target Audience Projectio...

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Talent Garden Merano

Via Merano, 16

20127 Milan

Italy

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Helixa Audience Projection of Target Consumers: A Named Entity Recognition and Bayesian approach

In this talk, we will introduce the Helilxa Market Research platform and a novel use case of Natural Language Processing and Bayesian Statistics developed for "projecting" a target audience of consumers from one domain (e.g. social networks) to another (e.g. market research surveys).

Topics: market research, consumer insights, statistics, and natural language processing.

Abstract

Traditional market research is generally conducted by questionnaires or other forms of explicit feedback, directly asked to an ad hoc panel of individuals that in aggregate are representative of a larger group of people. Unfortunately, those traditional approaches are often invasive, nonscalable, and biased. Indirect approaches based on sparse and implicit consumer feedback (e.g., social network interactions, web browsing, or online purchases) are more scalable, authentic, and more suitable for real-time consumer insights.

Although those sources of implicit consumer feedback provide relevant and detailed pictures of the population, they individually provide only a limited set of observable behaviors.
The Holy Grail of market research is the ability to merge different sources of consumers interests into an augmented view that connects all the dots across multiple domains.

Unfortunately, user-centric "fusion" algorithms present many limitations in the case of heterogeneous datasets strongly differing in terms of size and density and when the number of sources to merge increases.

We propose a novel approach of Audience Projection able to define a target audience as a subset of the population in a source domain and to project this target to a set of users into a destination dataset.
We will show how libraries such as spaCy can provide Deep Learning implementations for Named Entity Recognition (NER) to match related brands and we will use Bayesian Inference to transfer knowledge from the source domain. This way, we can estimate the probability of the user to belong to the target using the source distribution of volume of interests of common entities as model evidence and the source target size as prior probability.

Bio:

Gianmario Spacagna is the chief scientist and head of AI at Helixa. His team’s mission is building the next generation of behavior algorithms and models of human decision making with careful attention to their potential and effects on society. His experience covers a diverse portfolio of machine learning algorithms and data products across different industries. Previously, he worked as a data scientist in IoT automotive (Pirelli Cyber Technology), retail and business banking (Barclays Analytics Centre of Excellence), threat intelligence (Cisco Talos), predictive marketing (AgilOne), plus some occasional freelancing. He’s a co-author of the book Python Deep Learning, contributor to the “Professional Manifesto for Data Science,” and founder of the Data Science Milan community. Gianmario holds a master’s degree in telematics (Polytechnic of Turin) and software engineering of distributed systems (KTH of Stockholm). After having spent half of his career abroad, he now lives in Milan. His favorite hobbies include home cooking, hiking, and exploring the surrounding nature on his motorcycle. The venue has a limited seating capability, please be considerate and cancel your order if you are not willing to attend so that someone from the waitlist will be able to participate.

Alberto Pirovano is a Machine Learning Engineer at Helixa. He holds a master's degree in Computer Science from Polytechnic of Milan. He has a strong knowledge of Deep Learning with vertical expertise on NLP and Conversational AI. Prior to Helixa he did an internship as Research Associate at LoopAI Labs in San Francisco.
He is an open-minded person with a hobby for traveling and mingling with people. One of his main passions is playing and watching soccer. He is a true fan of FC Internazionale Milano and never misses a match, whether on TV or at the stadium.

This event will be held in English.

Agenda:

18:45 Doors opening

19:00 Intro to Helixa Market Research Platform by Florian Kahlert, CEO Helixa

19:20 Talk by Gianmario Spacagna and Alberto Pirovano

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About the host:


Helixa logo

We believe that properly collected and analyzed data is inherently honest. However, businesses often only have access to narrow slices of data about their customers or audiences, or the data they have looks only at what people say and not what they do.

That’s why Helixa has developed technology to look at groups of people from every angle and dimension to deliver more insight into both their hearts (behavior, interests, beliefs) and minds (stated intentions) than you’ve ever had.

We have infused our AI with the most current research into human behavior and given it access to the latest demographic, engagement, and census data to enable truly representative, uniquely insightful, deeply human results. AI offers the ability to find patterns and connections at unparalleled depth, scale, and speed, providing insight in minutes - not days. With a detailed understanding of your customers or audience, you will be better able to please them, move them, and build more profitable relationships. Everyone wins.

Website: https://www.helixa.ai

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Talent Garden Merano

Via Merano, 16

20127 Milan

Italy

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