Merkle builds data solution to tackle human trafficking

Human trafficking prevention charity Stop The Traffik has implemented an advanced analytics solution provided by data-driven customer experience management agency Merkle to help identify potential victims of human trafficking.

Given the hidden nature of the practice, it is almost impossible to understand the full scope and scale of the issue but a predicted 40.3 million people are victims trapped in modern-day slavery – with 5.4 people out of every 1,000 across the world classed as a victim.

Combining data collected by Stop The Traffik from global human traffic stories with Merkle’s analytics skills, a scenario-based tool predicts the most likely outcome based on characteristics of potential victims, using the power of machine learning algorithms.

This tool uses historical human trafficking data to identify hidden patterns, meaning the team at Stop The Traffik can act fast by knowing who may be potential victims and witnesses and how to target them. Ultimately, this helps to prevent new incidents from occurring through hyper-personalised targeting on social media.

Stop The Traffik head of data and technology Tina Salvage said: “For us, having the clarity of where potential victims may be has been a game-changer for our campaign.

“Every hour counts, and by being able to take direct action to reach out to potential victims can make all the difference. Our work with Merkle has been invaluable to us as a charity.”

Merkle EMEA director of analytics Sandro Matos, who is leading the project, added: “To be part of the team which has delivered this tool for good is a privilege, and we are so pleased that our innovative advanced analytics solution can make a real difference to both Stop The Traffik and people’s lives.

“We look forward to our continued work with the team and developing enhanced technological solutions to combat this global social challenge.”

TOPICS:charity data analytics data strategy Merkle