Context
Measuring the value of marketing sponsorship has been a perennial challenge. For example at the US Open Tennis what is the value to American Express, Mercedes and J.P. Morgan in sponsoring and being visible around the tennis stadiums?
The Project
"During the 2017 US Open, GumGum''s computer vision technology analyzed all social media activity to determine the value generated by each sponsor, placement and network." It could answer questions of how much value did each sponsor get? What were the top physical locations for sponsorship? What were the top social networks?
AI Usage
Deep vision.
Data
Social media imagery.
Results
They "found $3.14M of media value and 18.32M engagements" with "Mercedes-Benz earned the high media value at $496K followed by Emirates at $364k."
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