The Market Logic · Harvard Business Review describes Unilever’s PeopleWorld as a world class insights engine. At the heart of PeopleWorld, the Market Logic ® enables anyone within

The Market Logic®

AI that understands your business

Run an insights-driven business

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Why use The Market Logic®

Markets are volatile, consumer behavior is changing, and the volume and sources of data are growing exponentially. Primary research, syndicated sources, video content, social listening and the Internet of Things are generating volumes of data and research that is not humanly possible to synthesize. In short, your organization needs to compile and analyze more data than ever before, with many more interconnected variables, and you need to make sense of it all in much less time.

The Market Logic® understands your business to connect the dots across all

your unstructured and structured data to build knowledge and synthesize insights. Inside the Market Logic®, AI algorithms know how to read and interpret your data and weight sources based on age, to cut through all the noise and deliver actionable results – so you can run a truly insights-driven business.

The technology is entirely focused on value creation, with applications to self-serve answers to questions and business intelligence, build a winning innovation pipeline, change consumer behavior and win buying decisions.

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The Market Logic® thinks like a marketer

When a marketer contemplates an opportunity or problem, they synthesize information in a mental map that reflects basic marketing concepts, for example: who is the consumer? What are their needs? What reasons to believe might convince them to choose one brand over another?

The Market Logic® does the same with pre-defined entities and relationships in a knowledge graph: the machine-led equivalent of a mental map. Unlike generic AI applications, the Market Logic® knows that consumer segments have needs, which are fulfilled by brands that offer benefits and reasons to believe, for example.

Because it understands these relationships, the machine can look for patterns to identify

concepts (i.e. a negative sentiment toward a brand could be a barrier).

Your Market Logic® already understands the fundamentals for your industry to deliver answers with a probability of success that’s equal to – or better than – a human performing the same task, because it’s shipped with supervised learning from exhaustive training data sets.

For example, in CPG, the Market Logic® includes sensory entities for fragrances and flavors, while in telecoms it covers entities for tariffs and price bundling. At the product category level, the Market Logic® understands that in personal care, dryness is usually a barrier, while for baby care, it’s usually a benefit.

Harvard Business Review describes Unilever’s PeopleWorld as a world class insights engine. At the heart of PeopleWorld, the Market Logic® enables anyone within Unilever to easily mine over 70,000 consumer research documents and mountains of social media data to quickly get answers to specific business questions.

For example, when a Unilever brand manager asks, “What haircare problems concern middle-aged men in India?” the Market Logic® understands what’s needed for the brand manager, to search the vast repository of information on hair loss, dandruff, and similar topics, and instantly deliver answers. Through a set of related queries, the manager can quickly get a clear picture of the distinct and overlapping haircare concerns of younger or older men and those in different countries — information that can yield insights about consumer needs in various markets and innovative opportunities to meet those needs.

case study

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Once your data is connected to the Market Logic®, discovery miners uncover insights by summarizing content, clustering and classifying information, and detecting events and trends. Relationships between brands, segments, and benefits, for example, are seen in relation to one another to enable genuine

The Market Logic® uncovers new insights

reasoning and inference, so insights emerge from logical relationships in the graph that were never explicitly written. The results are actionable knowledge, insights and recommendations to answer your business questions and inject into innovation, marketing and sales processes.

Market Logic apps Marketing Assistant

APIs APIs

Data integration / ETL / connectors

Text analysis

Entity extraction

Relationship extraction

Finding extraction Ecosystem analyzerTrend / event

detection

Graphanalysis

Time Series Predictor

Artefact similarity Categorizer Ecosystem minersGraph search

Dialog Manager

Intent detection

Task guidance

QA Service Ecosystem skillsRecommendation

APIsAPIs

Cognitive services

Discovery miners

Market Logic®

Skill framework

Data analyzer

Unstructured dataPrimary, Secondary, Social, Video, Newsfeeds, Field feedback SPSS / Excel, Brand tracker, POS, CRM, Panel data

Structured data

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Because the Market Logic® thinks like a marketer, it understands your intent when you engage with the software by applying dedicated search strategies to deliver the best answer – or point you in the right direction. For example, search for drivers in your category and get a synthesized list

The Market Logic® understands what you want to do

Search questions

What ingredients are trending today?

Analysis Question

What’s the market share of my brand in Japan?

KPI Question

What do we know about organic ingredients in my category?

Content Summary

Who can help me with personalized packaging?

Expertise Location

Have we tried this taste before?

Past Research

How do I start an innovation project?

Tooling Question

Embed external analysis

Access dedicated database

Inference from knowledge graph

Inference from knowledge graph

Search research data

Promoted search

Market LogicTM Market LogicTMSyndicated

& Social POS Custom research

of all the specific drivers mentioned across your custom U&A research. Ask whether an expert on the team has tackled a similar problem and get a referral. Or check to see whether your idea has been tried before by comparing past test results for similar concepts. See figure below.

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No need to open and read documents

No more document tagging

No messy spreadsheet handling

No multiple sources

As you search, the Market Logic® extracts key takeaways inside each document and presents them, without repetition, for your review.

Behind the scenes, the Market Logic® uses its knowledge and power to eliminate repetitive manual tasks, so you can focus on running your insights-driven business.

When you want to upload documents or projects, the Market Logic® analyzes content, detects language, classifies research documents (briefing, stimulus, etc.), generates summaries and tags content with your taxonomy, instantly.

When you want to onboard Excel, SPSS and CSV spreadsheets, the Market Logic® reads and tags column and row descriptors so files are ready to search, slice and dice.

The Market Logic® uses your taxonomy to harmonize content from syndicated sources and social listening feeds into one unified search experience.

The Market Logic® takes work off your desk

The Market Logic® inside your solution understands your business to deliver the best answer to your business question, from all your data and research, as well as automatically summarized findings.

Olaf Lenzmann, CTO Market Logic

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The Market Logic® speaks your language

Content analytics and auto summaries from every source in an ALL tab

Learnings from pre-copy tests and post launch results

Knowledge checks to prevent duplication of new research projects

Hyper-relevant newsfeeds and updates without any noise

Live conversations with an artificial co-worker

Step-by-step guidance through the job to be done, using your best practices

Pinterest-style stories and engaging online magazines (knowledge zones)

Subscriptions and alerts whenever useful content and important reports are published

PowerPoints and PDFs are yesterday’s news. The Market Logic® provides cognitive services to deliver information that’s easy and fun to digest in highly-personalized user experiences:

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The Market Logic engineering team has a holistic background in quantitative and qualitative data science. Experts pool decades of experience in computational linguistics. Focal points include named entity recognition, embeddings, natural language understanding, information retrieval, text classification, dialog state tracking and dialog policy management.

A content creation team works alongside the data science experts to enhance your Market

Logic® with sample materials to train the machine to understand intent and question types. We produce our own machine learning content and can rapidly and easily scale to hundreds of thousands of annotations and judgements and industry specific utterances.

This means we can swiftly deliver customer specific models that extract exactly what is required to solve a business problem, like an artificial co-worker inside your innovation or marketing team.

The Market Logic® is nurtured by an expert team

Coca Cola’s S&I Connect platform, uses the Market Logic® to answer questions from over 95,000 research projects and social listening feeds. The machine understands the language of marketing at Coca Cola – brands, categories, emotional drivers—so it can function as an artificial co-worker. When an associate asks a question like “What do we know about purchase triggers?” the machine understands what a purchase trigger is, so it can search for different types of triggers, like refreshing and natural, without the need to learn what those particular triggers are first.

All the answers from all the research are automatically summarized and presented, while users can then click on particular triggers to drill down for more focused information.

case study

2019 © Market Logic AG. The information contained in these documents is confidential, privileged and only for the information of the intended recipient and may not be used, published or redistributed without the prior written consent of Market Logic Software AG, Franklinstraße 28, 10587 Berlin, VAT Nr. DE 249354497

About Market Logic Market Logic helps the world‘s best brands to run insights-driven businesses. We do this with insights portals to share and promote knowledge, intelligence portals to analyze markets and competitors, and market insights platforms to generate insights from data and inject these in business processes. Our software is used to drive customer centricity in CPG, healthcare, retail, finance & insurance, telecom, travel and media sectors, where our clients collaborate with 600+ research agencies online. We employ 300+ software developers, data scientists and marketing professionals at regional headquarters in Berlin, Chicago, Pune and Singapore.

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