How Social Data Powers Customer Experience

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Fabrice Martin is Vice President of Product Management at Clarabridge. Fabrice brings to Clarabridge 20 years of experience in entrepreneurship, product management, marketing, and enterprise software sales, with specific domain expertise in SaaS/PaaS, data visualization/discovery, Business Intelligence, and analytics for marketing and contact center operations. Fabrice has participated as keynote speaker and industry evangelist at conferences and tradeshows across the US, Europe, and Latin America. @Clarabridge

Seth Grimes is an analytics strategy consultant at Alta Plana Corporation, located near Washington DC. Seth is also a leading industry observer, focusing on business intelligence, text and content analytics, and decision support systems. He is a long-time InformationWeek contributing editor and founding chair of the Sentiment Analysis Symposium and the Text Analytics Summit conferences. @SethGrimes

Adam Oberweiser has enjoyed nearly 20 years of success working in Consumer Experience for the Clorox Company. His career has spanned everything from answering 800# calls to building Social Media experience solutions. As a strong believer in the power of consumer feedback, Adam has presented at several Society of Consumer Affairs Professionals industry conferences. Adam is a proud Bruin and graduated from UCLA, with a BA in History.

Customer Experience via Text Analytics

@SethGrimes

Text analytics decodes customer & market views…

Customer Experience via Text Analytics

@SethGrimes

Text analytics applies natural-language processing (NLP) techniques to discern –

EntitiesTopics & Themes

FactsSentiment, Opinions, Emotion

RelationshipsContext Identity

– and get at the sense of “unstructured” online, social, and enterprise information.

Customer Experience via Text Analytics

@SethGrimes

Some stats from my market study –

… available free at altaplana.com/TA2014

Customer Experience via Text Analytics

@SethGrimes

What are your primary applications where text comes into play?

Life sciences or clinical medicine

Online commerce including shopping, price intelligence,

reviews

Content management or publish-ing

Customer service/CRM

Search, information access, or Question Answering

Competitive intelligence

Brand/product/reputation management

Research

Voice of the Customer / Cus-tomer Experience Management

0% 10% 20% 30% 40% 50%

15%

16%

25%

27%

29%

33%

38%

38%

39%

Customer Experience via Text Analytics

@SethGrimes

Web-site feedback

chat

contact-center notes or transcripts

online reviews

Facebook postings

customer/market surveys

news articles

0% 10% 20% 30% 40% 50% 60% 70%

16%

19%

20%

20%

22%

26%

31%

31%

32%

36%

37%

38%

42%

61%

201420112009

What textual information are you analyzing or do you plan to analyze?

10

Facebook and Twitter are good but there’s more…

Facebook• Reflective descriptions of

events or issues

Twitter• Quick reactive posts

Blogs• Stream of consciousness

experiences with products, services

Forums• Advice seeking and

sharing about products

Review Sites• Descriptive and detailed

reviews of products and services

YouTube• Ads, video reviews and

how to’s of products

Images• Brief captions revealing

uses, failures, successes of products

News Sites• Headlines and matter of

fact reporting

Real Stories…

11

Real Stories…

12

Real Stories…

13

Real Stories…

14

How Social Data Powers Customer Experience Success

Adam OberweiserClorox Consumer Affairs

Our Social Media Service Vision

16

Brand evangelists? How?Exceptional service, just right for our brands and just right for social media

• Be wherever they are, however they want to talk to usListen

• Respond meaningfully to every meaningful conversation on our brandsEngage

• Turn our social media consumers into brand evangelists• Drive the businessInfluence

Why?

Because we want them to contact us?

Why?

1. More engaged, connected consumers

2. We learn from them3. Opportunity for us to help them

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Responding To Every Meaningful Conversation takes

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@JonahLupton This is a lesson in #social listening- I wonder if Clorox or Mr. Clean are listening?

Finding Them

From Another Vantage Point

Clorox Social Posts Relevant Posts Engageable Posts0

50000

100000

150000

200000

250000

300000

A Month Of Social Posting

We Built A Bridge To Close The Gap

1. Listening Platform: Sends all data into NLP

3. Filtered data sent to Engagement Platform

2. NLP performs Spam and NLP Filtering

It’s Working

Efficiently identifying “engageable” posts• 70% fewer posts to assess

Pre NLP Post NLP0

50

100

150

200

250

Increasing Online Engagement• +300%

April 2013

May 2013

June 2013

July 2013

August 2013

September 2

013

October 2

013

November 2013

December 2

013

January

2014

February

2014

March

20140

10000

20000

30000

40000

50000

60000

70000

80000

90000

Posts Read Pre NLP Post NLP

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Fabrice Martin is Vice President of Product Management at Clarabridge. Fabrice brings to Clarabridge 20 years of experience in entrepreneurship, product management, marketing, and enterprise software sales, with specific domain expertise in SaaS/PaaS, data visualization/discovery, Business Intelligence, and analytics for marketing and contact center operations. Fabrice has participated as keynote speaker and industry evangelist at conferences and tradeshows across the US, Europe, and Latin America. @clarabridge

Seth Grimes is an analytics strategy consultant at Alta Plana Corporation, located near Washington DC. Seth is also a leading industry observer, focusing on business intelligence, text and content analytics, and decision support systems. He is a long-time InformationWeek contributing editor and founding chair of the Sentiment Analysis Symposium and the Text Analytics Summit conferences. @SethGrimes

Adam Oberweiser has enjoyed nearly 20 years of success working in Consumer Experience for the Clorox Company. His career has spanned everything from answering 800# calls to building Social Media experience solutions. As a strong believer in the power of consumer feedback, Adam has presented at several Society of Consumer Affairs Professionals industry conferences. Adam is a proud Bruin and graduated from UCLA, with a BA in History.

#SMTLive

Thank you to our sponsor

@Clarabridge

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