Social media stripped bare: What does Las Vegas Company do with all the data it compiles?

“Having a power source that can tell you what’s happening anywhere in the world at any time changes the way we do everything in our daily lives,” Patton said.

Patton is CEO of Banjo, which he founded in 2011. The company sends tips to the media, parses markets for financial institutions and monitors brands for multinational companies. Like many tech companies, underneath an innocuous name is an operation with massive scope.

Banjo’s Las Vegas office, in the InNEVation Center, bears a striking similarity to a teenager’s bedroom made corporate. On a desk sits a miniature Imperial Death Star. Patton’s own corner office includes a nameplate made of Legos, flanked by Lego people.

Patton, who prides himself on his laser-like focus, has a “NO” button on his desk. He clicks it often.
An always-lit screen — the office operates 24 hours a day, 365 days a year — displays a rotating model of the Earth with thin streaks of light jetting from it. At this moment, each of the lights — and there are many — marks a location where a social media user posted a picture of the Bud Light logo.

So sophisticated is Banjo’s logo detection software that it can locate a picture of a person holding a can of Bud Light at a UNLV tailgate party. With equal ease, it can find someone standing near an 18-pack in the refrigerator at a supermarket.

Banjo shares its findings with Anheuser-Busch, which might use the information for marketing and consumer research. Company officials might turn a photo into an advertisement or comb the data for consumer trends.

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2017-07-28T13:18:30+00:00

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