This blog post is sponsored content by a 2018 Business Information & Media Summit sponsor A Data Pro

A key challenge for media outlets is creating a personalised, seamless and meaningful experience for their readers. To achieve this, media organisations must understand the way data and information are constantly affected and manipulated in digital environments and start embracing the possibilities of machine learning.

The human-in-the-loop (HITL) approach to machine learning intertwines human and artificial intelligence, taking the best of both worlds – the unrivalled efficiency of automated data processing solutions and the decision-making process of human intelligence. The end goal is to transform the billions of bytes of data out there and connect the dots, transforming data into valuable business insight.

This approach is especially applicable for media outlets and publishers. For instance, one way to dramatically improve user experience in an online platform or website is to analyse all the data available on it, which might be in the form of business metrics, statistics, news articles or reports, and then use it to create an interactive digital environment where all the information is interconnected. Thus, users can easily access all the data related to a particular article, company or topic of interest with one click.

But this is just one aspect of how companies in the media industry can improve their efficiency and broaden their outlook. Media monitoring and analysis is a very powerful approach, which brings current trends and round-the-clock news updates on any and all industries straight to journalists, researchers or executive personnel, thus simplifying decision making.

Our HITL-enhanced technological solutions can also help journalists gather and understand data and information faster and more thoroughly, ensuring the content they produce is current, insightful and on point – for instance, a system can be trained to recognise trends in social media or search queries, or to highlight patterns in historic coverage, and in turn alert the journalist of the findings, and even suggest that they cover a certain topic in the days to come.

Additionally, this approach can be applied to tackling fake news and spotting mis- and disinformation campaigns, helping organizations build trust. A well-trained HITL model can fact-check and identify manipulated content, as well as detect and analyse possible hidden biases in reporting and storytelling. For example: Are certain people or groups receiving more coverage within certain types of media, articles, types of articles, or within the context of certain topics? What was the author’s or cited individuals’ sentiment towards those people or groups?

These best-in-class practices can be used to further streamline your services into the Digital Age by providing more relevant content and staying in touch with your audience.

About A Data Pro
A Data Pro makes sense of information. For over 20 years, we have been a trusted partner to media companies, publishers and business data providers internationally. In 2016 we launched our AI and automation unit Identrics, integrating machine learning with the expert knowledge of our regional analysts. This focus on the symbiosis between human and artificial intelligence positions us at the cutting edge of our field, helping you make data an ever more powerful resource by getting more out of it, doing more with it, and accessing it more easily.

Nevena Jovanovic is the Marketing Manager at SIIA.