Text Analytics Summit - Text Analytics – The Foundation for Social Business Collaboration...

transcript

Collective Intellect

Text Analytics – The Foundation for Social Business Collaboration

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

Spring 2011

REAL TIME SOCIAL ANALTYICS

Don Springer, CEO

What is Social Business Collaboration

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Finally I can upgrade my phone. Question is shall I get the iPhone now or wait for the new one or will it be pricey when it comes out

Should I switch from Comcast to Fios – based on Verizon Customer Service???

I hate Verizon and after switching now love Comcast and their high-speed Internet and On-Demand selection!

Getting the right message to the right audience at the right time on the right platform

Awareness Consideration Preference Purchase

What is Social Business CollaborationIt’s integrating and sharing social business intelligence across the organization to support the customer throughout the value cycle

Creating a Social Business

It’s about understanding the social media maturity curve through the lens of your organization’s functions and how it enriches a customer’s experience

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True social business engagements can only be effectively achieved if the foundation of enterprise social listening, correlation with existing data and mapping of social profiles to internal records can be enabled

Creating a Social Business And implementing a framework and process for measuring & correlating social ROI with traditional metrics

Each step builds onto the next, but it is an iterative process and non-linear

Inform

• Identify unique social insights using white-space analysis from consumer conversations

Combine

• Construct automated dashboards tracking critical KPIs to integrate and correlate social data with traditional data

Engage

• Leverage social intelligence to drive targeted action and optimize business practices and engagements

Use Social Data to Inform Business Intelligence

What are social insights?

• Real-time & relevant – consumer preferences, intentions and considerations

• More than monitoring – beyond likes and retweetso Intentions & Interestso Demographic/Psychographic/Life Stage

• Social network vs. platform-specific – network or community specific social research

• Blend social and traditional market research – validate social findings or advance your understanding of emerging trends

Text Analytics Needs to be Broad and Deep

To identify social insights and provide repeatable, real-time metrics tracking.

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Pre-filter: Narrows large data-sets for analysis with

more sophisticated semantic processing› Issues with ambiguity› Difficult to provide granular filtering

Insight: High Quality Similarity Measures High Performance for Speed and Precision Easier Maintenance Used for Highly Accurate Categorization Spam identification

Speech analysis: Parsing content to diagram context

› Slow on large, unstructured text› Time consuming to adjust with changing

content

Keyword/Boolean

A Holistic Text Mining Approach is Needed

The listening platform should achieve highly accurate categorization and precise filtering the essential building block for social business collaboration.

The Listening Platform’s first job is to discover insights

It should enable open-ended, organic, automated white-space analysis

Day part

Dimensions: Intent to ViewSentiment: Positive Gender Location Subjective

Show Selected

Social handle

What is social intelligence?

Sophisticated text mining technology can derive rich insights into consumer preferences, demographics and intentions from just 140 characters.

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In-market intent for music concert

TV viewing habitsResponses

to specific content

What is social intelligence?

Technology should disambiguate the difference between “Panic” the group and “panic” the state. It should also build up a history on attitudes by social profile for more effective communication strategy input.

Where does social intelligence reside?

20 million unique authors 500 unique forums/boards 500,000 posts/day

60 million unique authors 8 million tweets/day 100,000 new authors/day

2.5 million authors 40,000 unique sites 200,000 posts/day

50 million unique authors 2 million fan pages/user groups 1 million+ posts/day

Social Media Consumer Generation

Social media vertical Sub-sector Representative players

Networks/platforms - Social networks- Professional networks

Content creation, distribution and customization - Content customization- Livecasting and over-the-top video- Location-based services- User content publication and aggregation- User-generated video

Communication and interaction tools - Microblogging- Real-time communication

15 million unique blogs 1 million+ posts/day 10,000 new blogs/day

Social Media Consumer Generation

Social media vertical Sub-sector Representative players

Networks/platforms - Social networks- Professional networks

Content creation, distribution and customization - Content customization- Livecasting and over-the-top video- Location-based services- User content publication and aggregation- User-generated video

Communication and interaction tools - Microblogging- Real-time communication

Social: 180M unique authors 300K new authors/day 10M posts/day

Private: Any text-based data Setup within hours

600 thousand unique consumers 60 thousand reviews/day 25 unique review sites

Survey/Focus Group Verbatim

Private Community Conversations (External & Internal)

Call Center/Email/Chat Transcripts

Text-Translated Video

Private news, research, feeds

Private DataSocial Data

Social Intelligence – Signal to Noise Ratio

The greatest challenge to social business intelligence is maximizing signal to noise ratio from the ever growing volume of social media conversations. And enterprise listening platform needs to:

• Isolate the contextual meaning of topics and achieve highly accurate categorization

• Apply superior trait extraction to surface author considerations, preferences and intentions, including demographics

• Include a strategy of mapping traditional data to publically available social profiles

Then, move to Step 2, by integrating social intelligence into existing data management or business intelligence systems to inform course correction to change outcomes and ultimately influence ROI

Combine – Integrate & Correlate Text & Transactional data

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• Configure real-time KPI dashboards that integrate social analytics with traditional data, like transactional and customer service details

• Correlate social & traditional data for a 360 degree view of your customers, your campaign initiatives and outreach efforts

• Fine-tune your analysis for early detection of negative sentiment or reactions to new products or campaigns

Creating a social business

Combine - Create Always On, Real-time KPI Dashboards

Creating a social business

Select KPIs to track in real-time to inform course correction and impact across: campaigns, outreach schedules and emerging issues.

Customer Identities & Contacts

Demo/Psychographic Data

Categorization/Segmentation Data

Behavioral Data

Customer Preferences

Customer Activity

Social Influence

Social Inputs

Themes

Intentions

Interests

Sentiment

Passion

Traditional Inputs

Transaction History

Web Analytics

CookieHistory

Targeted Engagement

Customer PreferredSocial, Traditional

ConsumerAnalytics

Qualitative/Quant.Research - Scorecards

Action Outputs

The Socially-Appended Customer CRM Database

Connecting Offline Online Customer Data

Client or CRM Data Analytics Partner

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xxxxx xxxxx• #### xxxx Drive• xxxx,xx• xxxxx@gmail.com• Married, xx• Income 35 K / Yr• Twitter ID:

@im_just_mi

Establish links from traditional data records with online social identities.

On diet and uses Lean Cuisine Just Had Life

Consumes Music Digitally

Social DataTraditional Data

The Socially-Appended Customer CRM Database

Connecting Offline Online Customer Data

Engage – Optimize Outreach

Connect the right audience with right message on the right platform

Finally I can upgrade my phone. Question is shall I get the iPhone now or wait for the new one or will it be pricey when it comes out

Should I switch from Comcast to Fios – based on Verizon Customer Service???

I hate Verizon and after switching now love Comcast and their high-speed Internet and On-Demand selection!

Connect the right audience with the right message from the right person on the right platform

• Shared not siloed. Business processes are in place to share social media analytics across the organization

• Consumer language – voice of customer – is helping to drive campaign, product or outreach considerations

• Blend real-time with long-term outlook. Real-time analysis of social conversations is used to inform long-term strategies and outlooks

• An important but not the only channel. Social is considered an important channel as part of a multi-channel measurable engagement strategy

Create targeted outreach efforts based on socially-optimized business intelligence.

Connect your audience to your advertiser

Jersey Shore

Movie preference/ advertising opportunity

E-commerceopportunity

Vampire Diaries

In-market lead/ advertising opportunity

Teen Mom 2

Lifestyle & Interests

We can find connections between viewing and interests over a period of time.

Actionable Insight

Create target-specific, multi-channel efforts for the right audience.

Collective Intellect

Thanks for your time. Drop us a line @collectual,

http://collectiveintellect.com or on Facebook

Spring 2011

REAL TIME SOCIAL ANALTYICS