PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

First AI that reads Serbian language launched

New service tailored for the local market, Digital Element, translates smart data into insights that drive business

23/11/2018
in News
2 min read
First AI that reads Serbian language launched

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Introducing the desired image to the desired public is the dream of every company, brand or individual. This is not an impossible dream, but it does require a great level of insight into the audience, the way they receives messages that target them, and how they react to them.

This communication challenge is becoming ever more relevant with the emergence of new media, and in addressing this challenge it is necessary to make solutions that are accessible to everyone, so everyone could contribute to the advancement of profession in Serbia and the region.

Digital Element is a tool for tracking, collecting, analyzing and reporting on the quantity and quality of content that companies and their competitors, users, potential users and other audiences publish on a daily basis. With the rise of Internet users in Serbia (72%), the number of users of social networks and consumers, as well as creators of content online is also increasing. Availability of the Internet is also increasing the amount of content posted by users online.

For those working in communications industry – regardless whether they plan these communications at the strategic level or operatively execute them and report on them – it is a great challenge to track this amount of data as well as to measure results and investment at scale.

The main problem that arises from investing a large amount of time in creating reports, in addition to general increase in scarcity of time, is that there is relatively less time that remains for creative and strategic communication planning, as well as adapting campaigns to the business goals of the company. It is true that today many professionals use some of the available monitoring and analysis tools, but these tools are either not tailored to the specifics of our regional environment (starting from the language and the tracking sources) or are insufficiently adaptable to different communication goals.

As each company/brand/individual has a specific goal of communicating on the Internet, the data that needs to be measured is different, so the predetermined set of metrics, regardless how good the tool is, cannot be a one-size-fit-all solution for everyone.

With the growing trend for companies to demand accountability for business results from agencies, tracking and analysis of data that are useful for a brand are becoming more and more significant.

The Digital Element team has recognized demand for a comprehensive tool that saves time and, consequently, money by tracking data, analyzing and reporting on them on a daily, weekly, monthly basis.

Analyses and reports are tailored to the needs of the clients, and some of the most frequently used are:

  1. Analysis of comments on social networks, forums, news sites.
  2. Analysis of a certain topic.
  3. Monitoring of keywords,
  4. Comparison of competitors in the industry.

Advantage in the speed and accuracy of reports provides:

  • AI that understands Serbian language and tracks online editions of Serbian media, blogs, forums and social networks,
  • Flexibility in monitoring just those metrics that are relevant to the business goals of the company,
  • Up to 7 year archive of history of media posts.

Thanks to the first artificial intelligence that reads Serbian language, machine learning and a dedicated team of engineers and communicators, the Serbian market is moving from the era of big data analytics into the era of smart data analytics, that is optimized and flexible and as such is useful to both small and large companies alike.

Tags: Digital ElementRepresent CommunicationsRepresent Communications
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