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3 reasons Twitter just bought machine-learning startup Magic Pony

Katherine Noyes | June 21, 2016
Video quality is just the beginning.

3. Deeper analytics

Machine learning and neural networks are becoming "a very hot part of the overall big data and analytics market space," and with investments like this one, Twitter can "move beyond being a data source of human comments" and push further into analytics, said Nik Rouda, a senior analyst with Enterprise Strategy Group.

For example, it could use the new capabilities to start offering intelligence services to analyze the Twitter streams of businesses that don't yet have machine-learning capabilities of their own, Rouda said.

It could also move beyond just hashtags and text analytics to find trending topics in the images and videos that get tweeted, he added.

Twitter could use the technology to identify specific people, locations and things in photos and video, and to profile users for marketing ads or driving more engagement, he suggested.

Finally, it could tap machine learning to identify copyrighted materials -- "even those that have been modified in memes," he said.

"This helps Twitter continue to evolve beyond just short text comments into some potentially more valuable areas," Rouda said.

 

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