{"id":30735,"date":"2020-01-10T12:53:35","date_gmt":"2020-01-10T10:53:35","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=30735"},"modified":"2020-03-23T12:41:34","modified_gmt":"2020-03-23T10:41:34","slug":"praxis-wie-die-maschine-uns-narrt","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/praxis-wie-die-maschine-uns-narrt\/","title":{"rendered":"Transfer Praxis: Wie die Maschine uns narrt"},"content":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_column_text]<\/p>\n

Was kann die Maschine schon heute, warum narrt sie uns und was l\u00e4uft real ab? – Maschinelle oder empirische Vorhersage von Aufmerksamkeit<\/h1>\n

[\/vc_column_text][vc_empty_space height=“20″][vc_column_text]Salienz-basierte Verfahren folgen dem Bestreben, menschliche Wahrnehmung zu approximieren. Doch stehen diese in \u00dcbereinstimmung mit tats\u00e4chlicher Aufmerksamkeit? Das eye square Data Science Team hat dazu eine Reihe von Untersuchungen gemacht, mit leider entt\u00e4uschenden Ergebnissen f\u00fcr salienz-basierte Ans\u00e4tze.<\/strong><\/p>\n

Das Zeitalter der Maschinen und der Digitalisierung, in dem wir gerade leben, bietet Werbetreibenden zunehmende Verf\u00fcgbarkeit von Nutzerdaten, stetig neue Kan\u00e4le und Innovationen des digitalen Marketings. Entsprechend hoch ist der Wunsch und die Erwartung nach einer zielgenauen Ansprache im digitalen Marketing, dem Microtargeting, und der damit steigenden Effektivit\u00e4t der Kommunikation.<\/p>\n

Tats\u00e4chlich sind die heutigen M\u00f6glichkeiten der Maschinen beeindruckend: von Data Mining, \u00fcber intelligente Spielstrategien, maschinelle \u00dcbersetzung und pers\u00f6nliche Assistenzsysteme. Dabei finden die maschinellen M\u00f6glichkeiten Anwendungen in nahezu allen Lebensbereichen wie Stadtplanung, Mobilit\u00e4ts- und Finanzmarktkonstrukte oder Medizin und Pflege.[\/vc_column_text][vc_empty_space height=“20″][vc_single_image image=“30736″ img_size=“large“ alignment=“center“ onclick=“custom_link“ qode_css_animation=““ link=“https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2019\/10\/ResearchResults-6-2019-Interview-Michael-Schiessl-eye-square-Web-PDF.pdf“][vc_column_text]Abbildung: Heatmap Generator vs. Heatmap durch empirisches Eye-Tracking; Quelle: Repin I. (1884-88), Tretjakow Galerie, Moskau.<\/em>[\/vc_column_text][vc_empty_space height=“20″][vc_column_text]Wann sind das Digitale und das Reale nah beieinander und wo sind die Unterschiede zu gro\u00df, um der Maschine zu trauen? Die Autoren Philip Bresinsky<\/a> (eye square), Hans-Christian Gr\u00e4fe<\/a> (Weizenbaum-Institut f\u00fcr die vernetzte Gesellschaft)\u00a0und Michael Schie\u00dfl<\/a> (eye square) besch\u00e4ftigten sich ausf\u00fchrlich mit dieser Fragestellung in ihrem Beitrag in der transfer 04\/2019<\/a> und untersuchten in diesem Zuge insbesondere die menschliche Wahrnehmung und maschinelle Bilderkennung. Die Transfer ist eine der wichtigsten deutschen Fachzeitschriften f\u00fcr angewandtes Marketing.<\/p>\n

Lesen Sie den gesamten Beitrag (tranfer 04\/2019) hier:[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“30px“]Der komplette Artikel<\/a>[vc_empty_space height=“20″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“20″][vc_column_text]Haben Sie Fragen zum Beitrag? Dann schreiben Sie an: science@eye-square.com<\/a>[\/vc_column_text][vc_empty_space height=“20″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_column_text] Was kann die Maschine schon heute, warum narrt sie uns und was l\u00e4uft real ab? – Maschinelle oder empirische Vorhersage von Aufmerksamkeit [\/vc_column_text][vc_empty_space height=“20″][vc_column_text]Salienz-basierte Verfahren folgen dem Bestreben, menschliche Wahrnehmung…<\/p>\n","protected":false},"author":21,"featured_media":30747,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4040,204,1],"tags":[],"class_list":["post-30735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-4040","category-article","category-news"],"yoast_head":"\nWie die Maschine uns narrt | zwischen Digital und Real<\/title>\n<meta name=\"description\" content=\"Was kann die Maschine schon heute, warum narrt sie uns und was l\u00e4uft real ab? 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