Post on 15-Jan-2015
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© Copyright 2010 Hewlett-Packard Development Company, L.P. 1© Copyright 2010 Hewlett-Packard Development Company, L.P.
Social intelligence: applying new insights to
business
Michael Procopio @MichaelProcopioLinkedIn.com/in/MichaelProcopio
© Copyright 2010 Hewlett-Packard Development Company, L.P. 22 © Copyright 2010 Hewlett-Packard Development Company, L.P.
Customer Intelligence Transformation Model
Grow and Retain your Customers
Build Brand Loyalty Beyond Reason
Improve Marketing
Effectiveness
360 Custome
r ViewInfrastruct
ure
Syndicated
Pyschographic
Social Media
User Survey
Primary Research
Unstructured DataInDirect
Channel
Transactions Demographi
c
Touch History
Dynamic Preferences
Digital Bread
Crumbs
Information Asymmetry
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#2 A strong negative polarity in media signal for a product may lead to increased support tickets.
Research questions
Hypothesis #1 A strong media signal for a product may lead to increased sales/registrations.
We developed two hypothesis to test the business benefits for the project
Focus
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“I don’t know what people are complaining about regarding the software but it installed seamlessly and is intuitive in its operations. Even though I am dissatisfied with the paper tray all together I am happy with this printer.”
Attributes
Measures
Making sense of unstructured data
Sentiment Attributes
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Minimizing the knowledge gap with merging unstructured with structured data
Product Profile
Product ID
STRUCTURED DB
UNSTRUCTURED DB
Product ID
# purchases # tickets # service orders
product launch date
2,131,517 856 98 10/1/2010
Cartridge Paper Tray
Price Printer
0 +1 -1 +1
Product Understandin
g
Perception • Sentiment• Intentions• Suggestions• Influencers
Behavior
• Sales• Frequency• Value• Service
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Findings – Hypothesis A
Products Data Reviewed
Photosmart printer 1
Photosmart printer 2
384 Consumer reviews from Amazon, CNET and HP Forums
6 Professional reviews from CNET, PC World
515K purchases
Hypothesis
Drivers#1 A strong media signal for a
product may lead to increased sales/registrations.
Consumer & Prof Reviews, Consumer & Prof Ratings,Rating Source*
Data
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Findings – Hypothesis #1 – Photosmart A
Analysis Results A strong media signal for a product
may lead to increased sales/registrations. r=0.58
r=0.72 (excludes holiday season)
•Medium to high level of Correlation
•Media signal from consumer forums tends to follow purchase trends
Purchases Weighted Rating (Consumer + Professional)
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Findings – Hypothesis #1Photosmart B
r=0.59r=0.96 (excludes holiday season)
•Medium to high level of Correlation
•Media signal from consumer forums tends to follow purchase trends
Analysis Results
Purchases
Weighted Rating (Consumer + Professional)
A strong media signal for a product may lead
to increased sales/registrations
.
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Hypothesis Status
Partially Confirme
d
A strong media signal for a product may lead to increased sales / registrations.
Hypothesis
Analysis/Findings
• Moderate Correlation between overall media signal and sales trends
• Strong Correlation when adjusted for seasonality
Possible Business Application• Opportunities for Outbound
Marketing Optimization (marketing mix – spend, audience, channel)
• Increased sales and operations forecast accuracy by monitoring and measuring consumer interactions in digital media
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Findings – Hypothesis #2 – Photosmart A
r =—0.62 (Overall product quality)
r =—0.95 (Print Quality)
•High Correlation
•Correlation strength increases as the attribute granularity increases (e.g. Print Quality)
Analysis Results
Consumer negative sentiment
Tickets/Purchase
A strong negative polarity in media signal for a product
may lead to increased support tickets
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Findings – Hypothesis #2 – Photosmart B
r =—0.9 (Overall product quality)
r =—0.7 (Print Quality)
•High Correlation
Analysis Results
Consumer negative sentimentTickets/Purchase
A strong negative polarity in media signal for a product may lead to increased support tickets.
© Copyright 2010 Hewlett-Packard Development Company, L.P. 1212 © Copyright 2010 Hewlett-Packard Development Company, L.P.
Findings – Hypothesis #2Hypothesis Drivers
A strong negative polarity in media signal for a product may lead to increased support tickets.
• Consumer Sentiment Score
• Product Attributes
Products Data Reviewed
Photosmart Printer 1Photosmart Printer 2
384 Consumer reviews and sentiment from Amazon, CNET and HP Forums 54K Service tickets
Data
ConclusionsHypothesis Status Analysis/Findings Possible Business Application
Confirmed
Strong correlation between negative media signal and customer support calls.
Operational Efficiency: i.e. managing the Customer support resources based on consumer sentiments
Proactive Product quality validation and response
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DEMO 1
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DEMO 2 – VALUE FOR MONEY
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DEMO 3 – REMOVE TWITTER
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DEMO 4
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DEMO 5 – REMOVE VALUE FOR MONEY
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DEMO 6 – BRAND POSITION
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DEMO 7 – TIE TO INTERNAL DATA
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DEMO 8 – FIND ADVOCATES
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Situation
ENHANCE WARRANTY & CLAIMS MANAGEMENT WITH SOCIAL INTELLIGENCEPRIMARY EUROPEAN AUTOMOTIVE MANUFACTURER
The warranty & claims, quality management and product development departments gathered information related to quality issues and product defects through the warranty process. •Time delay in getting data•Labor intensive to get data•DWH system not flexible enough for ad hoc analysis to answer “unknown questions”.
Social Intelligence solution
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Solution Results
Enhance existing search and analysis platform with Social Media data
Ease of use front end, like “Google” search.
Enable users to do intuitive root cause analysis, identifying cause connections between warranty cases and Social Media discussions
More effective analysis of structured and unstructured information
Identifying potential defects and quality issues over a month earlier through social media information
Understanding customer needs to be considered in future developments
Social Intelligence solution
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Thank You
Your questions?
@MichaelProcopio
LinkedIn.com/in/MichaelProcopio