The Overview
Tribe Dynamics launched in 2012 to help leading global brands operationalize, scale, and measure their influencer programs. Since 2017, Sama has powered this technology, training Tribe’s ML algorithms to help to build more robust influencer communities for a global portfolio of brands.
The Challenge
Tribe Dynamics’ direct users are marketing teams tasked with measuring the ROI of their influencer program. They want to track their share of the conversation versus their market share benchmark to assess how well they’re doing against competitors and identify their most effective influencers. In short, they need Tribe Dynamics to help them cut through the noise and make data-driven decisions.
Here’s an example; if a post is talking about Benefit Cosmetics and the company is tagged as such, it’s typically an easy find. However, it becomes more complicated when the algorithm needs to detect the difference between “I love this blush from Benefit” and “The benefit of using blush,” where one is a brand mention and the other a tutorial.
The Solution
Sama’s expert annotators assume the tasks of locating, extracting, and tagging key brand mentions in the posts generated by Tribe Dynamics, delivering:
- Consistent quality SLA of >99%, enabling the algorithm to become more intelligent over time.
- 60-70% of the monthly vetting tasks: identifying brand mentions and common language ways of talking about a brand that the algorithm isn’t yet trained on.
- A continuous steady stream of new training data that also helps overcome model drift, ensuring the model’s predictive accuracy over time.
4x
Volume of data Tribe Dynamics can provide its customers
>99%
Consistent Quality SLA of >99%
+
More capacity to expand to new markets
Conclusion
The volume of data Tribe Dynamics is able to provide their clients has grown almost 4x—from 700 brands in 2018 to 2,600 brands this year. Sama has been key to this growth.
Sama has become part of the architecture of the company. When Tribe Dynamics decides to expand into different markets, Sama is integral in the scoping of these new opportunities.
“Working with Sama has made a demonstrable impact on our ability not only to service our current clients better but also to expand our services to new types of clients and new markets.”
Clare Bruzek, VP of Operations at Tribe Dynamics
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Ankur Khator Sr. Program Manager, Microsoft
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Demetrio Aiello Head of the Artificial Intelligence & Robotics Labs, Continental
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Demetrio Aiello Head of the Artificial Intelligence & Robotics Labs, Continental
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Dhanesh Ramachandram Senior ML Researcher, Swift Medical
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Gracie Ermi Research Software Engineer, Vulcan
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Mikael Andersson Sr Product Owner at Volumental
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Parshva Mehta COO & Co-founder, PolyPerception
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Steve Heck Former CTO, Getty Images
