Ahead of Cannes Lions later this month, Decoded has claimed it has the algorithm to predict this year’s winners.
The Decoded Oracle uses machine learning, a technique that analyses data to extrapolate and identify correlations, to predict the winners each day.
When shortlists are announced in the morning, Decoded will use data from the last 10 years of Cannes Lions, combined with insights and data from Twitter, Instagram and Pinterest and through the Oracle portal to outline their predictions before winners are announced.
“The Decoded Oracle is the perfect example of how data and creativity can work together to create future insights,” said John Ridpath, head of product at Decoded. “These predictions might not be perfect but what it will show is the gravity of how data can be used to inform, create and innovate in a creative world.”
Earlier this year, Guardian Media Group took a 15 per cent stake in the coding and data education company. Co-founder, Kathryn Parsons, who was also featured as part of The Drum's ongoing Girl Guides series, said the move was based on a shared “vision for digital literacy and the potential it holds for individuals, business and the economy".