Datametrex AI
Unveiling Actionable Insights from Social Media

We are surrounded by data but starved for insights.”- Jay Baer, Marketing and Customer Experience Expert.

Organizations are surrounded by a deluge of digital data, of which a colossal amount comprises unstructured data. This unstructured data is a treasure trove of opportunities and key to unlocking business efficiency. However, the real challenge lies in analyzing the sea of unstructured data to derive meaningful insights that can add value to businesses. This is where Datametrex AI brings to the table a smarter way of looking at unstructured data by providing AI and ML-based tools that enable organizations to extract actionable insights from the ever-expanding unstructured data in the form of social media.

The company’s subsidiary, Nexalogy, is dedicated to harnessing the power of social media discovery by scanning conversations on Twitter, Facebook, Tumblr, blogs, web forums, online news sites, Google Alerts to identify key trends, events, or more that can be used for marketing or gain context on new threats manifesting, among others. The company finds topics that clients should be looking out for, which can be completely out of their radar, called ‘unknown unknowns.’ “We analyze the connection between words and people who write them throughout the social web to reveal ‘unknown unknowns’ such as undiscovered risks or opportunities to empower organizations make smart decisions,” says Marshall Gunter, CEO of Datametrex AI.

Nexalogy’s AI-based social data mining and analysis engine explores social media data to identify the volume of conversation and trends in data pointing to the top content specific to clients shared by users across various channels. With all the analysis, the tool creates a Lexical Map that visually shows the top concepts of a dataset with colored clusters to understand big data buzz. The tool also allows clients offers an AI summary of the complete data analysis to identify most important themes and topics. “We use combinations of AI, deep learning, NLP, and statistical analysis to expose new topics or unknown unknowns before they manifest and empower analysts to make smart decisions,” says Gunter.

These insights empower clients in various ways. Nexalogy enables government agencies to find any criminal activities happening in an area. Gunter recalls an account when NATO conducted the Trident Juncture operation, one of the largest operations since the Cold War to run ships and planes over Norway and the surrounding areas of the North Atlantic and the Baltic Sea to train NATO troops against any threats. Nexalogy was approached to carry out narrative shaping and monitoring for disinformation detection to avoid a fear of war among citizens.

Based on the rumors floating in social media, NATO was able to send out a message to the public stating the operation would be a normal exercise and carry it out successfully.

Similarly, for advertising and marketing agencies, Nexalogy helps discover their target audience to identify influencers and active publishers to reach the right prospects. For instance, the company helped cannabis companies market medicinal cannabis by identifying the target audience communicating about related pain on social media after it was legalized in Canada. As a result, the campaign saw a 17-20 percent click through rate as opposed to a one percent rate through normal campaigning.

We analyze the connection between words and people who write them throughout the social web to reveal ‘unknown unknowns’ such as undiscovered risks or opportunities to empower organizations make smart decisions

Alongside AI, Datametrex also has a COVID arm to provide on-site testing and customized testing services in Canada. This new arm began at the outbreak of the pandemic when the Canadian government sought help from Datametrex to source testing kits from South Korea using their contacts. The company successfully procured different supplies, including masks, gloves, lab equipment, and more. “Today, we are one of the largest providers of COVID testing and support in Canada, says Gunter. In addition, the company supplies COVID testing equipment worldwide to mining, production companies, and various governments. “The expansion from AI to becoming a COVID equipment supplier came out of patriotism to serve the country in such a challenging situation,” adds Gunter.

While Datametrex has an extended footprint, its main focus will remain in AI. The company is now aiming at building a solution to empower doctors with all the data they require on the patient’s health to make the correct diagnosis. The company is also looking at penetrating the electronic vehicle and fintech market with its AI. “At the end of the day, our mission is not to replace humans but assist them with the required data for better decision making or diagnostics,” concludes Gunter.