Predicting the Success of Social Media Postsby Matthew Moocarme
Director, Senior Data Scientist
The success of Viacom’s social campaigns depends on our ability to forecast the success of the individual elements – each social media post. Since we guarantee a minimum number of views or impressions the campaign will accrue, accurate predictions will ensure we hit our view/impression goals and maximize our margin. The challenge behind this problem comes in incorporating social context into the model such as the involvement of trending social influencers or the association of the post with tent-pole events such as the MTV VMAs. I will discuss how our team incorporates social context from the post text and images into our predictive models to develop accurate forecasts for our KPIs.