How BBC Worldwide is tapping facial recognition, predictive analytics to drive creativity

Head of research and consumer insights shares its ongoing quest to marry technology with human creativity around content

Facial emotion recognition and artificial intelligence tools that can predict whether content will be well-received in a new market are just some of the ways BBC World is supplementing its creative output with technology.

Speaking at a Sydney breakfast held by branding agency, Landor, entitled ‘Man versus Robot’, BBC Worldwide VP of research and consumer insights, Joe Lynch, said the broadcaster is increasingly partnering with external experts and startups to better understand who is watching, what they’re viewing and what’s creating positive content experiences.

One of the biggest challenges Lynch highlighted for marketers and insights teams is bringing in data that is both predictive and automated in a way that’s useful for the business. An example of how BBC Worldwide is tackling this is with New Zealand-based vendor, Parrot Analytics, and its predictive analytics product. Using artificial intelligence on social sentiment and activity, the platform helps predict where there is strong global demand for its content in any given geographic market. This could help teams prioritise where BBC Earth is likely to launch more successfully, for example.

But what is often missing is how consumers feel emotionally about content, Lynch said. To bridge this gap, BBC Worldwide has struck up a partnership with tech startup, CrowdEmotion, to gauge how people respond to its content on an emotional, rather than rational level.

The partnership, which has been in place for 18 months, came out of the broadcaster’s Worldwide Labs program, which sees it working with six media startups each year on new ideas that could disrupt and benefit the industry. Over a six-month period, startups can utilise the larger company’s resources to build their offerings.

Using facial coding smarts and the individual’s Web cam, CrowdEmotion can read every movement in their facial muscles as they view content sent to them by BBC.

“In isolation, it’s meaningless data, but in combination with other data we have, it’s insightful,” he said. Data in this instance is broken down into six basic emotions and helps understand product response depending on the genre, Lynch said.

“Responses to David Attenborough are going to be very different to Dr Who, but we can predict what the strongest emotions are of people viewing that content,” he said.

Lynch admitted not everyone on the creative team has immediately warmed to using cutting-edge technology in their roles, noting three types of critics: Those in fear of technology replacing them in their jobs; those afraid of the unknown; and those simply fearful of change and stuck in the times.

“We had trouble and battles getting traction with this technology, and we had to prove ourselves by going out and doing lots of projects that show how technology can work,”Lynch said. “It aids the creative process, it doesn’t replace it.”

With CrowdEmotion technology for example, demonstrating the emotional response to content isn’t something the creative would have known without that data, Lynch said.

There’s no doubt, however, that technology can free up staff from a range of more manual or process-driven tasks, driving significant change in roles and day-to-day work. Lynch said BBC Worldwide is actively looking into the skills it needs to capitalise on that time. Marketing and insights is also taking on a bigger role as data navigators in the business.

“Our skill now is to be storytellers… helping my stakeholders, teams, or the sales team be able to tell better stories and navigate the data,” he said. “We’re passionate about creating evangelists around the business who can see data in more interesting ways.”

More widely, the broadcaster is looking at who has the skills of the future, Lynch said. This involves overhauling training programs, how BBC Worldwide on-boards people, checking in with staff on how they feel, what skills you need, and talking about their health and wellbeing.

“We’re using technology to achieve that from a skills perspective, particularly around digital, as we don’t have a lot of that skill in the business, and we’re having to go out and retrain people,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in