Mike Berland

Metrics in marketing matter. But for too long, the adage that “half my ad/marketing investment is working—I just don’t know which half” has rung true. With the onslaught of big data, information abounds. For many, making sense of it—making it knowable—remains elusive.

Starting from the Newtonian definition of momentum, Mike Berland and the Decode_M team have developed an algorithm—rooted in statistical and machine learning methods from Natural Language Processing, entity recognition and trend analysis—that quantifies cultural momentum. They call it the MFactor. The MFactor can measure the cultural momentum of any entity—business, brand, person, movement, trend, news item and more. It solves the challenges marketers have long wrestled with. With momentum insights in hand, teams can make smarter decisions and investments. They can better assess when to go deeper, and when to retreat. Now that’s a data point to leverage.

Audience / Best for:

• Data miners
• Marketers
• Brand Ambassadors