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1
Vendor Briefing
September 7, 2011
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
REAL TIME TEXT ANALTYICS
2
Making Sense of Social & Private Data Deluge
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
How does an organization unify social & private text analytics?
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Making Sense of Social & Private Data Deluge
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Big data presents both unique challenges & potential business
insights
Shifting categorization or theme patterns
Spam, duplicates, misspellings
Volume and velocity
Processing large volumes of data quickly
Real-time, unsolicited, voice of customer or employees
Weak signal can be sign of emerging trend or issues
4
Building a Platform for Handling Social & Private - A Text Analytics Command Center (TACC)
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
5
Social Media Characteristics
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Volume. The number of consumers adopting and using social media platforms continues to grow
Immediate. Real-time, unsolicited, true voice-of-customer
Brand and product mentions but they may be embedded with other themes, topics and interests
Niche but expanding. May represent only a portion of a business’ total consumer audience
Narrow S-CRM focus. Need is expanding beyond Marcom/PR to loyalty, customer service, product development.
Changing the way consumers interact with brands, products & services
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Analyzing Social Media
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
A number of technologies use keyword and Boolean expressions
Pros
Inexpensive and easy to set up
Quick results for “exact” terms and phrase matching
Cons
Inefficient at white-space or open-ended analysis
Become more brittle as each expression is added to include or exclude data
Problems with ambiguity and granular filtering
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Private Text Characteristics
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Varied Data Sources. Comprises multiple formats: chat, email, video transcripts
It’s estimated that 80% of business data is unstructured
Fluid Time Frame. Broad time range: data sources from last year or last week
Existing Systems. Organization may have existing teams or technologies in place to analyze data
Narrow focus. Used by customer service call centers to process data they already own to optimize service.
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Analyzing Private Text
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
A number of technologies rely on Natural Language Processing (NLP)
Pros
Analyze part of speech & parsing content to diagram context
Enterprise-class technology
Cons
Slow on large, unstructured text
Time-consuming to adjust to shifting content
• Linguistic rules can be cumbersome when applied to social media
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Collective Intellect can unify Social & Private Data
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
10
Collective Intellect seeks to maximize the value of text
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Daypart Gender Location Subjective
Brand Selected Social handle
Dimensions: Taste, QualitySentiment: Negative
11Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
20 million unique authors 500 unique forums/boards 800,000 posts/day
70 million unique authors 9 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
TACC Transforms Data Into Intelligence
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Text Analytics Command Center
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
CI’s semantic engine uses latent semantic analysis
supports enterprise-wide business intelligence efforts
applies the same standard and rigors to both social and private data analysis
addresses the inaccuracy and bluntness of keyword search & the speed and cost disadvantages of NLP
surfaces customer and market insight from social media in real-time
makes data discoverable in a repeatable, measurable process
solves the problems of gaining insight from massive amounts of unstructured data in real time
available as both SAAS self-service and embedded analytics engine
Latent Semantic Analysis – Optimized for Speed & Accuracy
13Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
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
LSA
NLP
Text Analytics Command Center – Semantic Engine
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Text Analytics Command Center
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Optimized to filter and organize big volumes of unstructured data
15Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Collective Intellect Semantic Categorization of “Reuters-21578, Distribution 1.0” Test Collection
(92% correctly categorized in top 2 rankings)
Collective Intellect has an approach that achieves high levels of categorization out of the box
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AwarenessPrice
Quality
Problem
ReferralInnovation
Purchase
Consideration/ Preference
Loyalty Safety
Inte
rest
Dim
ensi
ons In
tent D
imensio
ns
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Text Analytics Command Center
Dimensions extract language meaning
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Collective Intellect Semantic Analytics EngineMillions of social media conversations per day across 200+ million authors
Billions of social media conversations available for back-scoringAbility to integrate client’s “private” conversational data
Analytics Multi-dimensional analysis Blended Qualitative & Quantitative Demographics/Personas Integrated consumer conversation
analytical hub (text mining center)
INSIGHT
Text Analytics Command Center
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
VIEW
Trending Executive View KPIs Tracking
LEARN
Custom Researcho Qualitative/Quantitative Reportso Insights & Recommendations
Professional Services
Software
Product Suite
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Customized analysis that is designed specifically to discover and trend KPIs relevant to a business
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Usecase: Analysis of client feedback forms
Client XYZ used Collective Intellect’s software to determine which issues caused the most dissatisfaction among guests.
Previous attempts with a legacy analytics system had proven inability to determine the most dominant issues, to quantify specific root causes within each issue, or to provide supporting verbatim in a satisfactory manner.
Outcome
By plugging those same surveys into CI’s text analytics suite, the client was able to determine key issues and rank them accordingly. Thereafter, supporting verbatim was retrieved as well.
Client XYZ now has a clear understanding of where to focus capital for improvement and how to adjust messaging.
Example of Customized Dashboard
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DEMO
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
REAL TIME TEXT ANALTYICS
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Future Applications of CI’s TACC
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
Social CRM. Developing strategic partnerships to integrate our platform into large ISVs to enable 1:1 customer experience management.
Multi-Channel Marketing. Developing strategic partnerships to integrate our platform into large data-base marketing (DBM) and Marketing Automation applications to enable 1:1 multi-channel marketing activation.
Emerge as the central text-mining engine for bringing consumer conversational content into other broader-based applications
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Thank You!
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
REAL TIME TEXT ANALTYICS