Skip to main content
Instapage

Natural language processing 101

With buzzwords like AI and machine learning being thrown around more than a football at training camp, it’s important for marketers to understand the ins and outs of how the various components that make up these technology advances work.

Advancements in natural language processing (NLP) were one of the major steps forward that allowed AI to become mainstream. According to everyone’s favorite resource, Wikipedia, NLP is “a field of computer science, artificial intelligence and computational logistics concerned with the interactions between computers and human languages.”

In layman’s terms, NLP allows computers to understand what we are telling them.

As computers have become more powerful — increasing their ability to make mass amounts of computations analyzing inputs and learning how we “speak” to them — their ability to understand us has significantly improved. This is due to businesses seeing NLP, and ultimately, AI, as a business opportunity. Companies such as IBM have invested significant amounts of capital into programs like Watson that utilize NLP.

How and where NLP is being used

Social listening:

One of the areas that has utilized NLP for the last few years has been social listening tools. If you’ve ever run a social listening report and analyzed sentiment, this is a very basic example of NLP. The tools analyze the content within tweets, Facebook status updates and YouTube comments and determine if the shares were positive, negative or neutral. Basic NLP processing would highlight certain terms like “hate” or “sucks” as negative and terms like “awesome” and “love” as positive.

Many tools used a more advanced approach, being able to differentiate between the following:

“I got sick on the plane ride home.”  

“I had so much fun — the roller coaster was sick!”

By looking at context and the other words used within the statement, social listening tools are able to differentiate between the two uses of “sick” and segment them into positive or negative shares. Many social listening tools have advanced this even further, segmenting shares to classes like anger, happiness, loyalty and other emotions.

As NLP has improved, so has the ability for social listening tools to understand what we share on social media.

Chatbots:

Chatbots would not be here without NLP. By being able to comprehend your input, they can provide you with a quick answer that satisfies your request. Advancements in NLP have helped chatbots understand shorthand and misspellings to recognize the context behind your inputs.

This can be something as simple as a chatbot understanding that “ty” means “Thank You” and is not a misspelling of the word “tie.”

Search algorithms:

One of the most fascinating uses of NLP is Google’s RankBrain algorithm. As it constantly learns and evolves to provide better search results, NLP is utilized to understand the context behind your searches.

[Read the full article on MarTech Today.]



via Marketing Land

Comments

Popular posts from this blog

How to effectively combine online and offline lead generation

We have two primary forms of leads: online and offline. This article talks about how to combine online and offline marketing for more efficient lead generation.In today’s world we are mostly narrowing in to online leads, thanks to the Internet essentially opening up the entire world for us to peruse. But offline leads should still be a factor we consider moving forward.Looking at the two it is easy to see that online leads are going to be the more important source of generation. It produces the most, after all.That isn’t an excuse to ignore the harder work involved in offline lead curating, as that will ramp up your marketing benefits by leaps and bounds. Especially in terms of B2B interaction – something that we should all be trying our best to take advantage of.Bringing offline and online lead generation togetherFinding ways to combine offline and online leads isn’t nearly as difficult as it sounds. Actually, the two really help the other to succeed.Here are some ways you can start …

Why Brands use Social Media Listening Tools?

Social media is one of the best ways to build brand awareness. It has now become a priority due to the increasing number of people getting inclined towards different social networking platforms.
Planning the best social media strategy for your business is the trickiest thing for every social media strategists or entrepreneurs. Social media tools help you monitor the growth and popularity of your brand among the customers. Listening tools are very important to understand what people care the most about your business.
This can make the planning simpler and more fruitful. Money spent on social media may go waste if you fail to share good content. Contentmart is the best solution to create shareable content.



60%
+
$4.99 Coupon HostGator Up to 60% OFF + $4.99  SEOOFBLOG2017 Get 60% OFF Select Domains + Domains for $4.99/mo! Expires on: 2017-10-01 How effective are Social Media Listening Tools?
It is necessary that you choose the right social media tools that fit for your business and you must kno…

Marketing Day: E-commerce silos, Amazon’s new return policy & YouTube’s top 10 ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Breaking down silos in e-commerce retail
Aug 10, 2017 by Andreas Reiffen
Want to improve your e-commerce sales? Columnist Andreas Reiffen makes the case for data sharing across marketing channels to avoid lost revenue and wasted ad spend.Amazon orders with 3rd-party sellers will soon be authorized for automatic returns
Aug 10, 2017 by Amy Gesenhues
Per the new policy, customers will no longer have to contact the Amazon seller to request to return an item.2017 growth hacks: Use affiliates to improve PPC reach
Aug 10, 2017 by Lori Weiman
In this month’s installment of her series on SEM growth hacks, columnist Lori Weiman explains how advertisers can utilize their affiliates to dominate the SERPs and increase the bottom line.iPhone 7 ad with The Rock pushes Apple to top of YouTube’s July leaderboard with 13M views
Aug 10, 2017 by Amy Gesenhues
At …