To Catch a Marketer: How This Law Enforcement Data Firm Moved into the Ad World
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For several years, Relative Insight has used its sophisticated language data analytics system to root out criminals online. Now it’s taken those tools, employed by law enforcement to find fraudsters or child predators, and applied them to help marketers understand who’s really saying what about their brands online. It all started with a little help from Ogilvy Group U.K.
Relative Insight’s comparative language algorithms, which it developed over ten years along with Lancaster University’s linguistic and cybersecurity departments, helps law enforcement clients spot people who might be posing as someone else in social media. The phrases, linguistic style, syntax and grammar used by actual teens, for example, have nuanced differences from someone trying to come off as a teen.
“In child protection, the situation arises sometimes that an adult is pretending to be a child, so we can tell the difference between a 13-year-old girl online and a 35-year-old man doing a very, very good impression of a 13-year-old-girl,” said Ben Hookway, CEO of Relative Insight.
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