NEW YORK, Jan. 15, 2025 /PRNewswire-PRWeb/ -- AMEC (the International Association for the Measurement and Evaluation of Communication) announced today that it has joined forces with the Global Data Quality initiative to extend its efforts to address the risks associated with poor data accuracy and trust in unstructured social, media, and related voice of customer data.
The Global Data Quality initiative is an industry-wide effort by leading research and insights organizations to address emerging and ongoing risks associated with poor data quality in the market and social research, consumer insights, and analytics industry.
A new AMEC-led workstream comes at a time when unstructured data continues its exponential growth and has a significant impact on the development and evolution of social and media analysis, brand and reputation tracking, and trend discovery as well as generative AI and LLMs. Estimates suggest unstructured data currently accounts for over 80% of all data generated globally and is growing 55-65% annually.
According to the Social Intelligence Lab's 2024 State of Social Listening study, data quality and accuracy remain a top concern for industry practitioners. The new workstream will address key factors contributing to quality challenges including human bias, inconsistent definitions, the lack of clear benchmarks and guidelines, as well as a general absence of rigorous measurement and performance tracking.
Rob Key, AMEC director and founder and CEO of the AI-powered NLP and predictive insights firm, Converseon, will lead the workstream, which will eventually include other key brands, technology platforms, and AI and NLP (natural language processing) experts.
"Finding truth and accuracy in unstructured data is rapidly becoming a central challenge for society and businesses," says Key. "We believe we have an obligation to 'get the data right' to accurately reflect the opinions of consumers and other key stakeholders in a trusted manner that also aligns with growing AI-related standards and regulations.
"Unstructured data represents an essential and powerful dataset that is having increased influence and impact across the insights industry," commented Melanie Courtright, Chief Executive Officer of the Insights Association. "We welcome the expertise AMEC provides and are excited to extend the GDQ's efforts into this important and growing area of the insights ecosystem."
Johna Burke, Chief Executive Officer of AMEC. "AMEC has a long-standing history of leadership in establishing key frameworks designed to elevate media and social analysis, such as the Barcelona Principles. This effort is a natural and important extension of this work and commitment to best practices in PR and Communication measurement and evaluation. We look forward to collaborating not just with current members of the GDQ but also with other peer organizations in social and media evaluation analysis on this important mission."
About AMEC
AMEC is the world's largest media intelligence and insights professional organization, representing organizations and practitioners who provide media evaluation and communication research. AMEC currently has more than 200 members in 86 countries worldwide.
About the Global Data Quality Initiative
Founded in 2023, the Global Data Quality initiative is a coordinated effort to address ongoing and emerging risks to data quality in the market and social research, consumer insights, and analytics industry. Participating organizations include: ESOMAR, Insights Association, The Market Research Society (MRS), Qualitative Research Consultants Association (QRCA), SampleCon, The Research Society (Australia), the Canadian Research Insights Council (CRIC), The Association of Market Research Austria (VMÖ), and the Global Research Business Network (GRBN).
Media Contact
Nino Razmadze, Converseon, 1 3479093644, [email protected], http://www.converseon.com
SOURCE AMEC
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