An Artificial Intelligence Alternative for Replicating Emotional Intelligence

Biological Intelligence as Artificial Intelligence AlternativePaul Frampton’s argument for improved Emotional Intelligence should be taken seriously as marketing requires an increasingly creative approach in increasingly real-time social channels. Yet in our industry’s pursuit of all things scalable, we try to recreate instinctive human ‘EI’ with the non-human, automated and hopefully scalable AI. Unfortunately, despite sophisticated algorithms and plenty of investment, these AI based algorithmic approaches cannot yet command a fraction of the emotion garnered by creative marketing.   Many will argue that it will only be a matter of time before we see a breakthrough and we should continue to iterate forward. However, we are actually solving this challenge incorrectly. Artificial Intelligence will never catch up because while binary computing is effective at crunching numbers, it is fundamentally poor at predicting human behavior. It’s time to look elsewhere for emotional intuition and luckily an alternative approach – Biological Intelligence – offers a solution that is starting to gain major traction.


The biological approach to solving such challenges has been overlooked for years because many presumed that Biology is mainly a ‘descriptive’ discipline rather than ‘predictive’. However, the evolutionary, genetic, neural networks and swarm algorithms are just a few examples where the workings of life were perfectly formalized in the form of a theory and equations. Now we start to witness how quantitative and theoretical Biology could be used to solve current and future problems in all aspects of our lives.


In understanding how this can be applied in marketing to define the behavior of consumers, Biological Intelligence begins with an important learning from nature. Systems, from groups of cells to crowds of people need not have a single, collective (or any) brain to be intelligent. The collective decision making of the group is not conducted in the way we make decisions as individuals but rather adaptively and collectively, driven by internal and external stimuli to which systems react for survival. The first step to recognizing the superiority of BI is to stop trying to replicate the human brain and observe intelligent systems.


And this is a much sought after pursuit in traditional marketing – with or without an algorithmic approach. Joseph Vita DeLuca, VP Marketing and Communications at Yieldr, aptly described the challenges and opportunities of better understanding separate biological systems in the marketing sense as ‘hypersegmentation’.   The basic principle is that brands can communicate best to audiences who are properly segmented, therefore having enough commonalities for relevant messaging. That is harder than ever today however as segments must adapt for rapid change. DeLuca states Part of incorporating a hypersegmentation strategy is creating an automated process that habitually incorporates new data points while refreshing older ones, in order to optimize messaging through every point of the customer journey.” It wasn’t mentioned in the article, but one way to achieve that automated process is with Biological Intelligence.


Such an approach is increasingly important given Artificial Intelligence’s limitations in predicting ‘irrational’ human behavior. Nick Seneca Jankel, creator of ‘Breakthrough Biodynamics’ defines the issue quite simply. Artificial Intelligence assumes that people will behave in predictable ways, whereas true ‘breakthroughs’ are unpredictable. He points out that Stuart Kaufmann defines this as ‘Partial Lawlessness’ which we can take to mean ‘unpredictable’ or ‘irrational’ decision making within otherwise logical patterns. Consumer behavior is ultimately very unpredictable and trying to solve it with AI based on rationality will deliver the same frustration as trying to accurately predict a football team’s outcome based on common sense – actual outcomes don’t play out that way.


While effective marketing through intelligent decision-making is a difficult task, pursuing it with Biological Intelligence is a move to the simple from the complex. The simple and natural behavior of systems is a refreshing panacea for the quirks of Artificial Intelligence. In this case, a natural approach is better and consumer behavior patterns can ultimately be defined by simple and universal rules. Switching to Biological Intelligence from AI represents a simple opportunity for a paradigm shift in the predictive and analytical results of marketing technology.


About Alexei:

Locomizer Founder Alexei A. Poliakov holds PHD, Biology from Moscow State University. He has dedicated more than ten years of scientific research on spatial behavior in live systems.

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What Does Better Look-Alike Look Like?

look-alike powered by Biological Intelligence (BI)

The scarcest resource in the marketing technology ecosystem is quality data.  Data is truly the ‘oil’ or ‘gold’ of the programmatic revolution.  Brands have small amounts of first party data, which is rarely scalable, ample amounts of brokered third party data which is too scalable, and almost no ‘second party data’, the grassroots data version of a book exchange – take a book, leave a book.  However, despite a scarcity in data, ad tech shows no signs of tempering the programmatic sales strategy.   As each subsequent prediction ‘ups’ the growth of programmatic to full steam, the pressure only mounts for providers to fulfill big promises of big data.  Look-alike modeling is often the solution.  It promises to analyze, mimic and replicate the characteristics a true data set presents.  As look-alike modeling is required to fulfill more and more data requirements, the process will need further optimization and alternative data sources to provide long-term ROI.  Location-based strategies offer a possible solution and should be strongly considered as an addition to look-alike modeling.

We are beginning to see more location-derived modeling strategies developed for the ‘probabilistic’ world. With this approach (often in device matching), technology providers seek to identify a cell phone for example, to match a laptop. As the cell phone ‘checks in’ more often than not with the same laptop, the technology deems the devices ‘matched’ and enables advertising deployment cross device. A good percentage of mobile ad targeting is beginning to take place in this fashion.

Look-alike modeling requires more sophistication than ‘cross-device’, but can take a page from the simple success cross-device matching has seen with geo data.  Look-alike modeling requires ‘matching’ across multiple dynamic characteristics of randomized audiences, requiring algorithms to sift through immeasurable amounts of data to find hopeful patterns.  The general imperative is to build scalable models from finite amounts of data.  As you can imagine, the success in this approach is mixed, but Locomizer offers a solution which changes the odds for successful ‘look-alike’ application.  Locomizer can identify GPS coordinates in real-time and work with historic GPS coordinates to better understand an audience’s relationship to time and place.  With Biological Intelligence, Locomizer can then better define the characteristics of the users being matched for look-alike purposes, by the users around them and the attributes of the places they frequent.  BI presents a natural model to provide incredible insights based simply on the movement of audiences through space and time.  This provides an opportunity to significantly optimize traditional look-alike modeling by adding a geo-spatial dimension to the archaic, linear approaches most common today.

If all data were first party data, marketing tech wouldn’t need much of an algorithmic approach.  However, demands for data will always outpace the supply.  In essence, it’s no different than oil – as in our analogy, data is the ‘oil’ of our industry.  While some oil is easy to come by, the only way to obtain it cost effectively as demand increases is to improve the technology.  And breakthroughs such as horizontal drilling have been game-changers for the energy industry.  As demand continues to outpace the cheap supply of data for programmatic use, look-alike practices will become increasingly important to mine actionable data from large quantities of the unusable.  Locomizer is that game-changing technology that will help take the process to the next level and make better data more available for all.  By adding the locational dimension augmented by Biological Intelligence, Locomizer vastly improves the old model.  We are all a product of where we are and who we are with.  And with this component increasing the probability of accurate targeting, geo-profiling data will help ensure look-alike data looks great across all programmatic channels, as its demands continue to scale.

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Locomizer – location-based ad targeting start-up launches products for geo-behavioural profiling

Geoawesomeness-logoLocomizer is a London-based start-up which entered a difficult business of location-based ad targeting. We talked with Alex Polyakov – the founder of the company last year about their idea behind the start-up and plans for the future. This week Locomizer has finally announced their first products and a partnership with a Spanish ad network TAPTAP. Read more…

TAPTAP Networks Taps Locomizer for Location Analytics

gpsbusinessnews-logoLocomizer, a location analytics startup for mobile ads has announced an agreement with TAPTAP Networks, the largest independent mobile ad network in Spain and Latin America. Read more…

Press Release: Locomizer empowers ad relevancy through geo-behavioral interest profiling, partners with TapTap Networks

We are pleased to share the news about our partnership with TAPTAP Networks, the largest independent mobile advertising company in Spain and Latin America, to process their anonymized geospatial data to build targeted geo-behavioral user interest profiles. The official press release follows below:

TAPTAP Networks enhances its geo-behavioral profiling technology with an agreement with Locomizer

London and Madrid, December 10th, 2014 – TAPTAP Networks, the largest independent mobile advertising company in Spain and Latin America, and Locomizer, provider of location analytics technologies, announced today a partnership to enrich TAPTAP’s Sonata Ad platform.

SONATA ( is the first global mobile advertising platform aimed at brands and local advertisers seeking local contextual awareness, increased physical store footfall and in-store analytics. Built mobile-first by former retailers and AdTech experts, Sonata’s technology leverages geo-enabled devices such as smartphones and tablets, socio-contextual signals, and in-store audience data, enabling attribution between local contextual advertising and real-time, in-store foot traffic data.

The SONATA platform allows advertisers to quickly create and customize a local contextual campaign, including its banners and landing pages. Sonata ads appear on mobile apps and web sites whose users have previously opted in to being positioned. The platform is then able to accurately pinpoint, target, and serve ads to users who are most likely to visit a particular local business.

Locomizer’s proprietary algorithm will use geo-data in a combination with points of interest (POI) data as its input. These are then converted into individual geo-behavioural user interest profiles – a new way to interpret, store and use positional information. User interest profiles are created with Locomizer’s behavioural model, which was developed through studying cell movements and interactions in live systems. This model analyses user’s behaviour to understand real-life interests and preferences, making it ideal for matching with relevant services and offers.

“Physical presence provided by opt-in users through their mobile devices convey the same information that legacy cookies on the internet once did. As mobile usage takes over the internet cookies become irrelevant and presence signals allow for the creation of geo-behavior profiles that both global brands and local advertisers value in order to drive people through the purchase funnel. Locomizer’s bio-enabled proposition truly enhances our ability for out of the box mobile audience profiling. Said Alvaro del Castillo, CEO and founder of TAPTAP Networks.

“Our ability to translate geo-data into a very sophisticated set of user-interest-profiles and distinctive segments has its very natural fit with the mobile advertising world” said Alexei Poliakov, Locomizer co-founder and chief scientist. “We are delighted about the partnership with TAPTAP and thrilled to see that the trial campaign, we supported them with our technology earlier in the year, was so successful it translates now into a commercial proposition to advertisers and marketers”.

The joint offering will be available through TAPTAP´s global platform SONATA.


About TapTap Networks
TAPTAP Networks is the leading mobile engagement company dedicated to audience mobilization and monetization. Founded in March 2010 and based in Madrid, with offices in New York and Bogotá, TAPTAP offers the most advanced technology and services to publishers, and advertisers globally through its proprietary platform SONATA. TAPTAP´s CEO is a regular mobile media and advertising speaker at world industry events such as the 2015 Mobile World Congress conference in Barcelona.

Contact with TAPTAP Networks: Twitter: @TAPTAP_Networks | CrunchBase:

About Locomizer
London, UK based Locomizer is an enterprise location analytics company. Their world’s first Audience Discovery Engine powered by Biology-inspired proprietary algorithm creates highly-targetable user interest profiles by identifying user behavior patterns from location updates (directly from mobile phones or via mobile apps). This enables their enterprise customers to uncover the right audience for the right targeting, resulting in higher mobile marketing ROI along with increased conversion and engagement rates.

Twitter: @locomizer | Website: | LinkedIn: |

Press Contact: TAPTAP: Miguel Tena 0034 91 101 1001
Locomizer: Alexei Poliakov,, +44 787 024 8314

PDF Download link: Locomizer-TapTap press release