Data predicts Eurovision winner – marketing spoiler or genius tool?

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Data predicts Eurovision winner – marketing spoiler or genius tool?

Three days before the kitsch-fest aired the odds were already on Denmark to win, according to Microsoft. But what does the tech-giant really know about music? Quite a lot as it turns out. A project called PredictWise churns through unbelievable volumes of data gathered from the internet to predict the outcomes of public events – like Eurovision, the Academy Awards, and elections.

PredictWise correctly predicted the U.S. Presidential election results for every state except Florida. And it got 19 out of 24 categories correct in the 2013 Oscars. Its Eurovision predictions used odds from gambling sites such as PaddyPower and Betfair, as well as Youtube views and mentions in social media.

Whilst predicting entertainment events may seem like an unnecessary spoiler, using the Eurovision example is a great way of demonstrating how the power of data tools can support marketing.  You no longer need a bookish detailed knowledge of the subject to make meaningful predictions.  But you certainly don’t need PredictWise to know that wheeling out ‘veterans’ of pop will leave Brits holding out for a Eurovision hero for a very long time to come.

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