A Computer Algorithm to Help SMEs Compete During & Post Covid19

帮助中小企业竞争的计算机算法

• 批准号: 91410
• 金额: $ 16.63万
• 依托单位: SEVEN BRANDS GLOBAL LIMITED
• 依托单位国家: 英国
• 项目类别: Collaborative R&D
• 财政年份: 2021
• 资助国家: 英国
• 起止时间: 2021 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=91410
• 关键词: Computer; Algorithm; Help; SMEs; Compete

**We want to explore the development of an algorithm that mimics the human creative processes used by ad agencies to create an app that SMEs can use to automatically produce tailored and effective digital advertisements to help them survive, prosper and adapt, to an advertising landscape suddenly re-shaped by COVID-19\.**COVID-19 has made many traditional forms of advertising such as billboards and posters less effective by moving eyeballs indoors. This has forced companies to move advertising online to follow the eyeballs. SMEs must learn to take their advertising online if they are to survive beyond the pandemic.COVID-19 has also led to a massive change in consumer behaviour with many previous non digital shoppers gaining confidence in online commerce.By offering a complete, affordable and intelligent app, SMEs will be better equipped to address COVID-19 challenges and to compete more effectively at home and abroad.Our team have worked in some of the largest agencies in the world such as Saatchi & Saatchi and understand how powerful advertising works. We believe we can translate this knowledge into an algorithm that can deliver tailored, effective advertising for SMEs at a fraction of the cost of having an ad agency but at many times the efficacy of what they could achieve on their own with existing apps, none of which are in any way "smart" (able to tailor ads, target specific audiences or leverage the secrets to creating really effective advertising).Once we have written the algorithm, we will build a web app that would put an ad agency in the pocket of every SME in the UK, allowing them to create advertising using nothing more than a mobile phone in a way that was affordable, accessible, effective at driving demand, measurable and transformative.Our algorithm is different from all state-of-the-art services out there in that it is not a template service where SMEs without knowledge of how to create effective advertising select ads for their business. Ours will translate our own knowledge of how strategy and creativity make advertising more effective into a recommendation engine for creative ads that combines the best of creativity with machine learning.**In the UK small businesses represent:*** 99% of businesses* 50% of jobs in the UK* 40% of UK revenues* 18% of total advertising spend_Sources: The Federation of Small Businesses, IFC & Forbes_Giving small businesses access to effective digital advertising (advertising that genuinely drives demand for their products & services) would drive profits, create more resilient businesses that are able to remain competitive in a post-COVID-19 world, protect jobs and rejuvenate the economy.

**我们想探索一种算法的开发，它可以模仿广告公司使用的人类创造过程来创建一款应用程序，中小企业可以使用它来自动生成量身定制的有效数字广告，帮助他们生存、繁荣和适应新冠肺炎突然重塑的广告格局。**新冠肺炎通过在室内移动眼球，降低了许多传统广告形式的效率，如广告牌和海报。这迫使公司将广告转移到网上，以追随眼球。中小企业如果想要在混乱中生存下来，就必须学会将广告投放到网上。COVID-19也导致了消费者行为的巨大变化，许多以前的非数字购物者对在线商务获得了信心。通过提供一个完整、负担得起的智能应用程序，中小企业将更好地准备好应对新冠肺炎的挑战，并更有效地在国内外竞争。我们的团队曾在盛世律师事务所等世界上一些最大的代理商工作过，并了解强大的广告是如何运作的。我们相信，我们可以将这些知识转化为一种算法，能够以一家广告代理公司的一小部分成本为中小企业提供量身定做的、有效的广告，但效果却是现有应用程序本身所能达到的效果的许多倍，这些应用程序都不是“智能”的(能够定制广告、定位特定受众或利用秘密来创造真正有效的广告)。一旦我们编写了算法，我们将建立一个网络应用程序，将广告代理公司放在英国每个中小企业的口袋里，允许他们以一种负担得起、容易获得、我们的算法不同于现有的所有最先进的服务，因为它不是一个模板服务，不知道如何创建有效的广告的中小企业可以为他们的业务选择广告。我们将把自己关于策略和创意如何使广告更有效的知识转化为创意广告的推荐引擎，将最佳创意与机器学习结合在一起。**在英国，小企业代表：*99%的企业*英国50%的工作岗位*英国40%的收入*18%的广告支出来源：小企业联合会、国际金融公司和福布斯_让小企业获得有效的数字广告(真正推动对其产品和服务的需求的广告)将提高利润，创造更具弹性的企业，能够在后新冠肺炎时代保持竞争力，保护就业和振兴经济。