CONSTELLATION

Currently, over 80% of all data generated is unstructured, and this trend is expected to continue growing. Constellation is a data-driven approach designed to complement strategic and creative analysis for insight gathering. 

constellation

Over 80% of all data generated today is unstructured and will continue to rise over time. Constellation is data driven approach to complement strategic and creative analysis for insight gathering. 

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This homegrown business intelligence tool utilizes open-source libraries to conduct machine learning (ML) and natural language processing (NLP) on unstructured data. It is capable of delivering quantitative and qualitative textual brand analysis at both speed and scale. 

A homegrown business intelligence tool leveraging open source libraries to perform machine learning (ML) and natural language processing (NLP) on unstructured data, delivering quantitative and qualitative textual brand analysis—at speed and scale.

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Constellation serves as a sensemaking tool, offering topical analysis of latent themes within branded communications. This self-similar approach allows for an understanding of the harmony or discord between how brands project their presence and the rhetorical reality they convey. 

As a sensemaking tool, Constellation provides topical analysis of latent themes in branded communications. This self-similar approach can yield an understanding consonance or dissonance in how brands project their presence and the rhetorical reality of that. 

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By examining brands through a category lens, Constellation maps competitive or adjacent brands to illustrate areas of alignment or divergence. This helps in understanding how brands relate to one another within a specific industry or context. 

Through a category lens, competitive or adjacent brands, are mapped to demonstrate areas of alignment or divergence.

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SCTY is a Minority Business Enterprise (MBE) incubator, advisory and consultancy based in NYC. Founded by Ali Madad, SCTY engages in works for culture, commerce and public policy.

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