Energy Innovation partners with the independent nonprofit Aspen Global Change Institute (AGCI) to provide climate and energy research updates. The research synopsis below comes from AGCI’s Climate Science Fellow Tanya Petach. A full list of AGCI’s updates covering recent climate change and clean energy pathways research is available online at https://www.agci.org/solutions/quarterly-research-reviews.

Wildfires are increasing in intensity, frequency, and size, decimating ecosystems and devastating communities from the western United States to Australia, the Mediterranean, and the Amazon. The 2018 wildfire season generated $149 billion in damages in California, equivalent to 1.5 percent of the state’s gross domestic product. Wildfires are often heralds of change for the landscapes they burn, not only harming humans and other organisms but also leaving behind drastically altered ecosystems. As worries about the impacts of wildfires grow, researchers are ramping up efforts to understand wildfires’ water quality repercussions in both natural waters and distribution systems.

Public concerns about water quality tend to focus, understandably, on bacteria, viruses, and other waterborne pathogens, which account for 4 billion cases of waterborne illness and 1.8 million related deaths across the globe each year. Less widely recognized threats, like dissolved metals and other molecular health hazards, lurk in runoff from industrial sources, home waste, and building materials. But the $300 billion global bottled water industry is propelled not just by actual threats to human health from municipal and shared drinking water sources. Indicators like color and taste can lead to perceived water quality concerns, regardless of whether the molecules impacting color and taste affect human health. Wildfires can contribute to all of these areas of concern: pathogen transport, dissolved toxins, and perceptions of inferior water quality.

Historically, wildfires have been linked to adverse water quality in headwaters basins. In these basins with relatively few human-built structures, wildfires tend to primarily burn vegetation and produce ash high in organic carbon, nutrients, and other fine sediment. Precipitation events following wildfires can then lead to elevated turbidity, dissolved organic carbon, and suspended solids in surface waters that receive the ash-laden runoff.

A 2021 study by Uzun et al. in Water Research examined two burned California watersheds after the 2015 Rocky and Wragg fires. Comparing post-wildfire water quality in surface streams and lakes, the authors found 67 percent more dissolved organic carbon, 418 percent more dissolved organic nitrogen, and 192 percent more total ammonia in the burned watersheds than in their unburned counterparts for at least two years following the fires. Dissolved organic carbon is not often a human health concern on its own. But many water treatment plants use halogens such as chlorine to disinfect water throughout the distribution line, and when these halogens interact with dissolved organic carbon, they can produce disinfection byproducts that damage chromosomes and living cells and increase risk of cancer and birth defects.

Water quality changes after the 2015 California fires are consistent with data from other burned watersheds around the globe. After the Green Wattle Creek Fire (2019-2020) in Sydney, Australia, and the Fourmile Fire (2010) in Colorado, researchers recorded elevated suspended solids, nutrients, and organic matter in streams and lakes. Changes in water quality were especially notable in Sydney, where the wildfires burned watersheds containing reservoirs that provided 85 percent of greater Sydney’s municipal water. Even when wildfires burn few structures and have minimal effect on municipal water treatment systems, water-related impacts can be costly. Following a 2002 fire, the city of Denver, Colorado, spent $26 million to restore its water collection and distribution system. Similarly, a 2003 fire near Canberra, Australia, cost the city nearly US$40 million to restore water utilities. Post-wildfire expenses vary with the extent of restoration efforts, from removing sediment from reservoirs to updating pipes and physical infrastructure.

The frequency at which municipalities may face increased post-wildfire water treatment costs is alarming. A 2021 study by Colorado State University researchers concluded the combination of watersheds contributing water to the Front Range of the Rocky Mountains (including the Denver metropolitan area) may experience fire-related water quality impairments in 15.7-19.4 percent of future years. But impacts to source water collection systems and pre-treatment water quality are only a piece of the wildfire-water puzzle, as fires affect water distribution systems too.

Extreme fire seasons in recent years have increasingly pushed wildfires into urban spaces, impairing source water quality and affecting the water already within municipal water treatment plants, distribution lines, and water infrastructure. The Camp Fire (California, 2018) and the Marshall Fire (Colorado, 2021) both breached the wildland-urban interface, burning over 18,000 and 1,000 structures, respectively. In November 2018, the Camp Fire ripped across more than 150,000 acres in Butte County, California, killing 85 people and capturing the title of California’s largest and most destructive wildfire to date. In December 2021, a remarkably dry early winter paired with extreme winds led to a 24-hour wildfire in Boulder County, Colorado, that killed two people before heavy snowfall doused it the following day. Both fires have been used as case studies to examine the impacts of urban fires on municipal water supplies and distribution systems.

The Camp Fire burned not just natural carbon sources like trees and shrubs, but also electronics, vehicles, and building materials. Surface water runoff in the months following the fire carried debris and dissolved toxins into receiving streams and lakes, elevating both natural components (like dissolved organic carbon and nitrogen) and toxins (like metals and plastics) in source waters. In addition, in-home water quality testing identified volatile organic compounds, such as benzene, in distribution lines. Research published in AWWA Water Science found benzene levels in distribution systmes exceeding state and federal exposure limits in numerous structures. Do not drink/do not boil water advisories during and after the fire limited consumption of unsafe water, but lingering mistrust plagues the impacted communities.

Figure 1. Satellite imagery depicting the Sagamore neighborhood, Colorado, (a) before, (b) during, and (c) after the Marshall Fire. Fires that burn a combination of structures and ecosystems have complex and varied impacts on drinking water sources and supply lines. Photos from Fischer et al., 2022.

Six months after the Camp Fire, a research team led by Purdue University scientists interviewed 233 households within the Camp Fire burn community regarding perceived post-fire water quality. The vast majority of participants (83 percent) reported uncertainty about water safety, and 85 percent sought alternate (non-municipal) water sources after the wildfire. Water advisories in the months following wildfires can be complex, complicated by sporadic data sampling, with water status oscillating between “safe to drink,” “boil water,” and “do not drink/do not boil.”

Communities impacted by the 2021 Marshall Fire also experienced impaired water quality in distribution lines during and after the fire, but constituents of concern were different than in the Camp Fire. The Marshall Firespread rapidly through communities, burning all thousand structures in a single day and creating gushing holes in the water distribution system. Along with widespread power outages, these holes left water managers hard pressed to keep distribution systems pressurized, jeopardizing access to municipal water to fight the fire. Given the urban setting, the decision was made to run untreated water through the municipal lines for a brief period, leading to municipal boil water advisories.

Climate models suggest that wildfires will gain in frequency, intensity, and size. As a result, water managers are settling into a future in which fire protocols and post-wildfire testing strategies will be the norm. The research conducted following the Marshall and Camp fires, in conjunction with the broader base of wildfire/water quality researchers and research, will help lay the groundwork for future resiliency efforts and community preparedness.

Research Cited
Maria Anna Coniglio, Cristian Fioriglio, and Pasqualina Laganà, “The Bottled Water,” in Non-Intentionally Added Substances in PET-Bottled Mineral Water (Springer, Cham, 2020): 11-28.
Philip E. Dennison et al., “Large Wildfire Trends in the Western United States, 1984-2011,” Geophysical Research Letters 41, no. 8 (2014): 2928-2933.
Erica Fischer et al., The 2021 Marshall Fire, Boulder County, Colorado (GREER Association, 2022).
Benjamin M. Gannon et al., “System Analysis of Wildfire‐Water Supply Risk in Colorado, USA with Monte Carlo Wildfire and Rainfall Simulation,” Risk Analysis 42, no. 2 (2022): 406-424.
Alexander Maranghides et al. “A Case Study of the Camp Fire–Fire Progression Timeline Appendix C. Community WUI Fire Hazard Evaluation Framework” (2021).
Winfred Mbinya Manetu and Amon Mwangi Karanja, “Waterborne Disease Risk Factors and Intervention Practices: A Review,” Open Access Library Journal 8, no.5 (2021): 1-11.
Deborah A. Martin, “At the Nexus of Fire, Water and Society,” Philosophical Transactions of the Royal Society B: Biological Sciences 371, no. 1696 (2016): 20150172.
Sheila F. Murphy and Jeffrey H. Writer, “Evaluating the Effects of Wildfire on Stream Processes in a Colorado Front Range Watershed, USA,” Applied Geochemistry 26 (2011): S363-S364.
Jonay Neris et al., “Designing Tools to Predict and Mitigate Impacts on Water Quality Following the Australian 2019/2020 Wildfires: Insights from Sydney’s Largest Water Supply Catchment,” Integrated Environmental Assessment and Management 17, no.6 (2021): 1151-1161.
Tolulope O. Odimayomi et al., “Water Safety Attitudes, Risk Perception, Experiences, and Education for Households Impacted by the 2018 Camp Fire, California,” Natural Hazards 108, no. 1 (2021): 947-975.
Caitlin R. Proctor et al. “Wildfire Caused Widespread Drinking Water Distribution Network Contamination,” AWWA Water Science 2, no.4 (2020): e1183.
Julien Ruffault et al., “Increased Likelihood of Heat-Induced Large Wildfires in the Mediterranean Basin,” Scientific Reports 10, no.1 (2020): 1-9.
Ge Shi et al., “Rapid Warming has Resulted in More Wildfires in Northeastern Australia,” Science of the Total Environment 771 (2021): 144888.
Habibullah Uzun et al., “Two Years of Post-Wildfire Impacts on Dissolved Organic Matter, Nitrogen, and Precursors of Disinfection By-products in California Stream Waters,” Water Research 181 (2020): 115891.
Daoping Wang et al., “Economic Footprint of California Wildfires in 2018,” Nature Sustainability 4, no.3 (2021): 252-260.

The post Water Quality Impacts Under The Worsening Wildfire Regime appeared first on Energy Innovation: Policy and Technology.

Wildfires are increasing in intensity, frequency, and size, decimating ecosystems and devastating communities. As worries about the impacts of wildfires grow, researchers are ramping up efforts to understand wildfires’ water quality repercussions. Studies conducted following the Marshall and Camp fires will help lay the groundwork for future water resiliency efforts and community preparedness.
The post Water Quality Impacts Under The Worsening Wildfire Regime appeared first on Energy Innovation: Policy and Technology.[#item_full_content]

By Olivia Ashmoore

Energy Innovation Policy and Technology LLC® has published updates to the Mexico and India Energy Policy Simulator (EPS) models and launched a new South Korea EPS model. The South Korea EPS was launched on the 3.3.1 platform in partnership with the NEXT Group. The Mexico model was upgraded to the newer 3.3.1 EPS platform to enable forecasting changes in jobs, gross domestic product (GDP), and public health impacts. Data for the India EPS model was updated to account for slower long-term GDP growth associated with the impacts from the COVID-19 pandemic.

South Korea EPS Model Launch

The South Korea-based NEXT Group and Energy Innovation® jointly developed South Korea’s first national-level EPS. South Korea is the world’s 12th-largest annual greenhouse gas (GHG) emitter, contributing approximately 715 million metric tons carbon dioxide equivalent (CO2e) in 2020.

The South Korea EPS model features a Business-As-Usual (BAU) Scenario that shows a 14 percent increase in economy-wide emissions by 2050 absent any additional policy action. Alternatively, an Example Decarbonization Scenario shows additional climate policies can meet the South Korea’s ambitious Nationally Determined Contribution (NDC) goals of reducing emissions 40 percent below 2018 levels by 2030 and reaching net-zero emissions by 2050. The three most effective policies in the Example Decarbonization Scenario are industrial electrification and hydrogen fuel switching, converting hydrogen production to electrolysis, and no new coal or gas-fired powerplants.

South Korea’s Example Decarbonization Scenario emissions reductions by policy.

Mexico EPS Model Update

The Mexico EPS has been upgraded to the EPS 3.3.1 model platform, which includes new detailed economic outputs and data updates. The updated model can now track cash flows, capital investments, changes in GDP, and employment changes by economic sector. In addition, the 3.3.1 version includes new public health impacts and updated energy consumption data.

The Mexico EPS comes preloaded with a BAU Scenario and an Example Long Term Strategy (LTS) Scenario. The Example LTS Scenario would reduce emissions 50 percent below 2000 levels, create approximately 760,000 jobs in 2050, and would increase GDP about 1 percent in 2050. The most impactful policies are an electric vehicle sales standard, industrial electrification and hydrogen fuel switching, and a clean electricity standard. The Example LTS Scenario would also prevent 7,300 premature deaths and 218,000 asthma attacks in 2050.

Change in jobs by sector in Mexico’s Example LTS Scenario.

India EPS Data Update

The India EPS model was updated to account for slower near-term energy and economic growth resulting from the COVID-19 pandemic, and also includes an updated GDP forecast from the India Energy Security Scenarios. The India EPS includes a BAU Scenario and two policy scenarios—the Long-term Decarbonization Scenario and the Nationally Determined Contribution-Sustainable Development Goals Linkages Scenario—that show emissions reductions compared to the BAU forecast.

India’s BAU, Long-term Decarbonization, and NDC-SDG Linkages Scenarios.

All these features and updates are now available online. The EPS Video Series provides an introduction to the model’s capabilities, and users can explore the tool using the EPS web interface.

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The post Energy Innovation® Launches South Korea EPS model, Updates India And Mexico EPS models appeared first on Energy Innovation: Policy and Technology.

Energy Innovation Policy and Technology LLC® has launched a new South Korea EPS model in partnership with the NEXT Group and updated the Mexico and India Energy Policy Simulator (EPS) models. The Mexico EPS was upgraded to the 3.3.1 platform to enable forecasting changes in jobs, gross domestic product, and public health impacts, while India EPS data was updated to account for slower GDP growth resulting from the COVID-19 pandemic.
The post Energy Innovation® Launches South Korea EPS model, Updates India And Mexico EPS models appeared first on Energy Innovation: Policy and Technology.[#item_full_content]

Introducing What Does? Series
Introducing What Does? Series

Being fresh out of college or still in college with aspirations and ambition to get into tech companies, you might have heard someone say “I am a Business Analyst “ oh yah! “I am a Product Manager” oh yeah “I am a frontend Developer” and “I am a DB Engineer” and “I am a Quality Analyst” etc., etc.,

Did you ever felt overwhelmed and intrigued with all these terms and wondered “what does” these people with these kinds of titles do day to day in their work. While everyone’s end goal is the same in every organization each of these roles plays a key role in every step of the progress.


Just to give you a sneak peek of what all these roles and titles are and what is involved in them, we are starting a new series called “What Does!”, where you gone hear from the experts in these individual roles from different organizations giving you a brief intro of how their day-to-day work looks like.

Stay tuned to Hirebucket!

Artificial intelligence facilitates better control of global development aid

A team of AI experts led by Stefan Feuerriegel, Head of LMU’s Institute of Artificial Intelligence in Management, is injecting transparency into global development aid. The researchers have developed an artificial intelligence system that categorizes aid projects more comprehensively than it was possible up to now and facilitates better monitoring of these projects. The findings are published in the journal Nature Sustainability.A team of AI experts led by Stefan Feuerriegel, Head of LMU’s Institute of Artificial Intelligence in Management, is injecting transparency into global development aid. The researchers have developed an artificial intelligence system that categorizes aid projects more comprehensively than it was possible up to now and facilitates better monitoring of these projects. The findings are published in the journal Nature Sustainability.Computer Sciences

Robots are creating images and telling jokes: Five things to know about foundation models and the next generation of AI

If you’ve seen photos of a teapot shaped like an avocado or read a well-written article that veers off on slightly weird tangents, you may have been exposed to a new trend in artificial intelligence (AI).If you’ve seen photos of a teapot shaped like an avocado or read a well-written article that veers off on slightly weird tangents, you may have been exposed to a new trend in artificial intelligence (AI).Robotics

Data collected from acquaintances and even strangers can predict your locationon April 13, 2022 at 9:17 am

Data about our habits and movements are constantly collected via mobile phone apps, fitness trackers, credit card logs, websites visited, and other means.Data about our habits and movements are constantly collected via mobile phone apps, fitness trackers, credit card logs, websites visited, and other means.

New AI algorithms for cost-effective medical image diagnostics

Medical imaging is an important part of modern healthcare, enhancing both the precision, reliability and development of treatment for various diseases. Artificial intelligence has also been widely used to further enhance the process.Medical imaging is an important part of modern healthcare, enhancing both the precision, reliability and development of treatment for various diseases. Artificial intelligence has also been widely used to further enhance the process.Computer Sciences

Zoom launches AI-powered features aimed at sales teams

Today during its second Work Transformation Summit this week, Zoom announced Zoom IQ for Sales, a product that uses AI to analyze sales meetings and deals to provide insights. It’s the company’s first explicit foray into sales automation software, a market that — according to Verified Market Research — could grow to $7.3 billion in size by 2028.

Sales changed dramatically during the pandemic, when lockdowns forced companies — and their sales teams — to adopt digital tools to get work done. According to a 2020 McKinsey report, almost 90% of sales moved to a videoconference/phone/web sales model in 2020, as business-to-business companies in particular began to see digital interactions as highly important. An unaffiliated study from Harvard Business Review found 82% of companies believe that, out of all technologies, AI has the potential to “significantly” improve alignment between sales and marketing by introducing accountability.

“Zoom is always searching for ways to help our customers elevate their end customers’ experience and Zoom IQ for Sales is the latest development in that journey,” Josh Dulberger, Zoom’s head of product, data and AI, told TechCrunch via email. “Zoom IQ for Sales … [can] identify opportunities, assess risks, and ultimately enable and improve sales team performance. It uses natural language processing models to process post-meeting transcripts and deal progress data, generating insights for sales reps and managers.”

In many ways, Zoom IQ for Sales is an outgrowth of Zoom’s increasing investments in AI. Zoom last May introduced an AI-powered feature that shows highlights from recorded meetings, automatically selecting the “best” parts of meetings based on keywords from audio transcriptions. The company more recently acquired Kites, a startup specializing in real-time translation and transcription.

Image Credits: Zoom

Zoom IQ for Sales also marks the expansion of Zoom’s omnichannel contact center strategy, which arguably began with the launch of Zoom Contact Center in February. At the time, Zoom said it saw Zoom Contact Center as “supporting customer service use cases,” including upselling, by “combining unified communications and contact center capabilities [with Zoom].”

“Zoom has made strategic investments in homegrown speech recognition technologies and recruited a world-class team to produce high-fidelity transcription services that are a backbone for products like Zoom IQ …We’re developing domain-specific NLU (natural language understanding) using few-shot models to build features that will be more reliable and valuable to our users,” Dulberger continued. “Sales teams … want to focus on the customer, and managing the engagement rather than taking notes, but also so they can review their calls to pick up nuances, easily identify next steps, or solicit some guidance from a colleague. Managers and sales leaders can’t sit in on every call, but want to understand the selling climate, when to coach, and which reps are finding the right message.”

Zoom IQ for Sales generates an engagement score that aims to capture how attentive a given customer is based on “talk-time” ratio, the lag time between responses, and the number times that the customer speaks during the call. A separate metric, the sentiment score, measures “positive” and “negative” words and phrases used in meetings. Yet another score monitors the use of filler words like “oh,” “like,” “uh,” and “um,” which some studies show can have a negative impact on sales close rates.

Image Credits: Zoom

Beyond this, Zoom IQ for Sales attempts to identify “good” questions by treating the length of customers’ responses as a corollary for engagement. Sales teams can also feed a list of product features to Zoom IQ so that the software can count the number of times each feature is mentioned in the call.

“Zoom IQ for Sales’ analysis covers customers’ reactions, conversational and selling skills, customer pain points, competitors, deal risk metrics, and more,” Dulberger said. “[Sales teams can even] view [the] Salesforce deal status associated with recorded meetings.”

The jury’s out on the accuracy of Zoom’s algorithms, particularly given the company’s history of deploying flawed AI. Sentiment analysis algorithms are especially prone to gender and race bias, and not every salesperson will necessarily agree with how Zoom measures engagement.

Image Credits: Zoom

That aside, several platforms, including Gong and VoiceOps, already offer features similar to Zoom IQ for Sales — adding pressure on Zoom to demonstrate differentiation. Dulberger made a case for the strength of Zoom’s customer and product ecosystem, painting Zoom IQ for Sales as an opportunity for the company to bolster its broader platform.

Zoom is almost certainly feeling the pressure from investors to establish new lines of revenue. While the company’s earnings soared during the pandemic, guidance is down as customers begin to shift to hybrid and in-office work arrangements less reliant on videoconferencing.

“Half a million businesses choose Zoom and rely on it for internal and external conversations,” Dulberger continued. “The Zoom platform already has a strong foundation in this area with features such as transcription, recordings, and highlights. This also gives us an opportunity to expand this type of functionality across the Zoom platform such as Zoom Contact Center and within our meetings and events solutions to help presenters pace their speech, take notes, capture action items, or employ specific tactics.”

An external beta for Zoom IQ for Sales is currently ongoing. Alongside it, Whiteboard, Zoom’s virtual whiteboarding product, will be generally available beginning April 19. Two related features, Webinar Reactions (which lets webinar attendees use reactions) and Session Branding (which lets hosts customize webinar wallpapers), are available now, while the recently announced Zoom Events Backstage — a behind-the-scenes waiting space for webinar participants — is scheduled to launch in late April.

Today during its second Work Transformation Summit this week, Zoom announced Zoom IQ for Sales, a product that uses AI to analyze sales meetings and deals to provide insights. It’s the company’s first explicit foray into sales automation software, a market that — according to Verified Market Research — could grow to $7.3 billion in

Dear Sophie: I didn’t win the H-1B lottery. What are my next steps?

Here’s another edition of “Dear Sophie,” the advice column that answers immigration-related questions about working at technology companies.

“Your questions are vital to the spread of knowledge that allows people all over the world to rise above borders and pursue their dreams,” says Sophie Alcorn, a Silicon Valley immigration attorney. “Whether you’re in people ops, a founder or seeking a job in Silicon Valley, I would love to answer your questions in my next column.”

TechCrunch+ members receive access to weekly “Dear Sophie” columns; use promo code ALCORN to purchase a one- or two-year subscription for 50% off.

Dear Sophie,

I earned my master’s degree in business analytics last year, and have been working for a company while on OPT since then.

My employer entered me in the H-1B lottery last month, but I haven’t been selected. I heard that my degree now qualifies as a STEM field, making me eligible to continue working under OPT.

How can I stay in the States?

— Astute Analyst

Dear Astute,

Appreciate you reaching out; your questions are all too familiar this time of the year. The U.S. is losing out on the world’s best and brightest talent because of the way the H-1B lottery system is currently set up, but please rest assured — you’ve got options! I shared my insights into available options for people in your situation in my recent podcast, Not Selected in the H-1B, now what?

Most of your visa options will require your employer to sponsor you, so please include your employer and the company’s immigration attorney when brainstorming and planning your next steps.

The way ahead

Keep in mind that you still can be selected to apply for an H-1B. In 2020 and 2021, U.S. Citizenship and Immigration Services (USCIS) did not receive enough qualified applications to meet the annual quota of 85,000 after the March lottery, even though employers registered a record number of H-1B candidates.

So, the USCIS conducted subsequent draws to meet the annual quota — and that will likely happen again this year.

Still, I suggest carefully monitoring your OPT expiration date and pursuing backup options.

The two-year STEM OPT extension

Image Credits: Joanna Buniak / Sophie Alcorn

Yes, you are correct that business analytics is one of the 22 STEM fields of study added in January to the STEM OPT (Optional Practical Training) program, which extends Regular OPT for an additional 24 months. If you haven’t already, I suggest you meet as soon as possible with the designated school official (DSO) at your university to find out if you are eligible for reclassification to STEM.

BlueOcean raises $30M for its AI-based brand intelligence platform

The medium is the message more than ever these days, and brands are faced with a challenge — but also opportunity — to capture what consumers think about them and their products if they can harness and better understand those messages, via whichever medium is being used to deliver them. Today, a company called BlueOcean that has built an artificial intelligence-powered platform that it says can produce those insights is announcing $30 million in funding, money that it will be using to continue expanding its technology on the heels of rapid growth.

Insight Partners led the round, with FJ Labs also participating. Valuation is not being disclosed.

Digital life as it plays out these days has created a perfect storm (heh) for BlueOcean. We spend more time online than ever before, and the number of places where we might encounter a product or service has grown along with that: social media feeds are noisy with ads, content that feels like ads, lots of opinions; we do most of our news, information and entertainment sourcing online; we shop there, too; and many of us also spend our days working in cyberspace as well.

That’s a lot of real estate where a brand (or a brand’s competitors) might potentially appear, either intentionally or inadvertently, and more likely than not in a form that is outside of that brand’s control.

“Fragmentation is a huge driver,” Grant McDougall, the CEO who co-founded the company with president Liza Nebel, said in an interview. “There are silos all over the business and what we do sits over the top of that, to provide a common language to understand and talk to, for example, both to the CFO about revenue team as well as loyalty teams about messaging.”

At the same time, the tech industry that has built all of those online experiences has also built an enormous amount of tools to better parse what is going on in that universe. AI is playing a huge role in that navigation game: it’s too much for a single human, or even a large team of humans, to parse; and so a company like BlueOcean building tech to do some of that work for marketing professionals and others to have better data to work with becomes very valuable.

That has played out as a very significant evolution for the startup.

We last covered BlueOcean in 2020 when it was focused on a more narrow concept of digital brand identity: a company provided its website and a list of competitors, and one week later, for a price of $17,000, BlueOcean provided customers with brand audits that included lists of actionable items to improve or completely change. (As a point of contrast, typically brand audits for large brands can cost millions of dollars and typically do not come with specific pointers for improvement.)

Fast forward to today, and the company has expanded the scope of what it does for customers, and its overall engagement: its AI algorithms and big-data ingestion engine are now focused on providing continuous feedback to its customers, which subscribe to the service at fees starting at $100,000 per year. They use BlueOcean not just to measure their overall brand recognition in the market, but to track how specific products are performing; which launch strategies are working, and which are not; and the impact of different campaigns in different markets in real time so that they can change and respond more quickly.

“Lots has changed,” said McDougall. “We’re an AI powered brand intelligence platform. Access to insights and what competitors are doing are more relevant today than it’s ever been. What we do is collect information about brands out in public and help them understand performance relative to competitors, to help them take action to improve their brands to get market share.”

Interestingly, just as the Covid-19 pandemic has been a huge fillip to e-commerce and more generally online consumption of everything, so too has it played a strong role in the growth of BlueOcean and the approach that it takes. In the world of fast-paced and constantly changing and refreshed information, big-picture insights can be more meaningful than no picture at all, or one delayed for the sake of more detail.

“Covid has surfaced that speed is more important than accuracy,” noted Nebel. “We have data [to shape better] inclinations right now. It’s about making changes to capture opportunity.”

That concept has also clicked with its investors.

“Having invested in hundreds of the world’s most well-known brands, we know that having accurate and fast data is vital to brand health. We have extreme faith in BlueOcean and we’re excited to bring them into our investment portfolio,” said Fabrice Grinda, founding partner of FJ Labs, in a statement.

BlueOcean still also provides all-important competitive analysis but builds those lists of other companies and the data produced about them in conjunction with its customers, based in part on where the customer sees itself and would like to see itself; and also where it is as a brand in the real world.

It has also expanded its customer list: it now works with 84 brands, which may not sound like much except that these are some of the biggest companies in the world — they include Microsoft, Google, Amazon, Diageo, Cisco, Bloomingdales and Juniper Networks (and others that it cannot name) — and collectively represent what BlueOcean describes as $18 trillion in value and more than 6,000 brands — a list investors believe is poised to grow in line with how the internet itself is growing.

“After leading BlueOcean’s Series A round, we are proud to also lead their Series B to help them scale and serve even more brands,” said Whitney Bouck, MD at Insight Partners, in a statement. “As a former CMO myself, I know that marketing is constantly challenged to provide true ROI on brand marketing. BlueOcean gives marketing leaders quantifiable and actionable insights on brand performance for the first time, which we know is game-changing.”

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