Más contenido relacionado La actualidad más candente (19) Similar a Social media & web analytics innovation procopio-2012-04 (20) Social media & web analytics innovation procopio-2012-041. S o c ia l in t e l l ig e n c e :
a p p l y in g n e w in s ig h t s
t o b u s in e s s
M ic h a e l P r o c o p io
@ M ic h a e l P r o c o p io
L in k e d In .c o m /in /M ic h a e l P r o c o p io
1©C o p ©C oigphytr 2 0 1 t 02H e1 w lH et w -P a c k aa cd k D ervd e D e v e leonptmCeonm pCa nmyp, a .P y , L .P .
yr ig h 0 0 e t l e t t -P r a lo pm t o Ln .
2. C u s t o m e r In t e l l ig e n c e T r a n s f o r m a t io n
Mo d e l
Tr an s ac t
io n s Demo grap
h ic
S y n d ic a t e d
P r im a r S o c ia l D y n a m ic Gr o w a n d
y M e d ia Pr e f e r e R e t a in
Re s e a r nces your
ch Cu s t o m e r
s
Im p r o v e
360 M a r k e t in g
Information Asymmetry In f r a s t Cu s t o m
e r V ie w
E f f e c t iv e
ructure nes s
B u il d
Br a n d
Lo y a l t y
Be y o n d
Un s t r u c t Re a s o n
Us e r D ig it a l
In D ir e c ured
Py s c h o g r Survey Br e a d
t Data
a p h ic Cr u m b s
Ch an n e
To u c h l
H is t o r y
2 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
3. R e s e a r c h q u e s t io n s
Fo c u
W e d e v e l o p e d t w o h y p o t h e s is t o s
t e s t t h e b u s in e s s b e n e f it s f o r
t h e p r o je c t
H y p o t h e s is
#1 A strong med ia signal for a prod uct
may lead to increased sales/registrations.
#2 A strong negative pol arity in med ia
signal for a prod uct may lead to increased
support tickets.
3 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
4. M a k in g s e n s e o f u n s t r u c t u r e d d a t a
“I d o n ’t k n o w w h a t p e o p l e a r e c o m p l a in in g a b o u t
r e g a r d in g t h e s o f t w a r e b u t it in s t a l l e d
s e a m l e s s l y a n d is in t u it iv e in it s o p e r a t io n s . E v e n
t h o u g h I a m d is s a t is f ie d w it h t h e p a p e r t r a y a l l
t o g e t h e r I a m h a p p y w it h t h is p r in t e r .”
Sentiment Attributes
Attributes
Measures
4 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
5. M in im iz in g t h e k n o w l e d g e g a p w it h
m e r g in g u n s t r u c t u r e d w it h s t r u c t u r e d
d ata P r o d u c t P r o f il e
Behavior
#purc h as es # # s e r v ic e prod uct
t ic k e t s o rd ers lau n c h d ate
2 ,1 3 1 ,5 1 7 85 6 98 1 0 /1 /2 0 1 0
•S a l e s
STRUCTURED DB •Fr e q u e n c y
Product ID • Va l u e Pr o d u c t
• S e r v ic e Un d e r s t a n
d in g
Product ID Perception
UNSTRUCTURED DB
•
C a r t r id g e Pa p e r P r ic e P r in t e r
Tr a y S e n t im e n t
0 +1 -1 +1 •
In t e n t io n s
5 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . •
6. F in d in g s – H y p o t h e s is A
Hyp o t h e D r iv
s is A strong med ia signal for a prod uct
#1 Consumerr& Prof Reviews,
e s
may l ead to increased Consumer & Prof Ratings,
sal es/registrations. Rating Source*
Data
Products Data Reviewed
384 Consumer reviews from
P h o t o s m a r t p r in t e r 1 Amazon, CNET and HP Forums
6 Professional reviews from
P h o t o s m a r t p r in t e r 2 CNET, PC World
51 5K purchases
6 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
7. F in d in g s – H y p o t h e s is #1 –
A s t r o n g m e d ia s ig n a l f o r a
P h o t o psrm d u ctt A a y l e a d t o
oar m Analys is Res ults
in c r e a s e d
s a l e s /r e g is t r a t io n s . r = 0 .5 8
r = 0 .7 2 (e x c l u d e s
h o l id a y s e a s o n )
•M e d iu m t o h ig h
level o f
C o r r e l a t io n
•M e d ia s ig n a l f r o m
consumer forums
ten d s to fo llo w
Pu r c h a s e s W e ig h t e d R a t in g purch as e tren d s
(C o n s u m e r +
7 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
P r o f e s s io n a l )
8. A strong med ia signal for a
F in d in g s – H y p o t h e s is #1 product may l ead to
increased
Ph o t o s m a r t B .
sales/registrations
Analys is Res ults
r = 0 .5 9
r = 0 .9 6 (e x c l u d e s
h o l id a y s e a s o n )
•M e d iu m t o h ig h l e v e l
o f C o r r e l a t io n
•M e d ia s ig n a l f r o m
consumer forums
Pu r c h a W e ig h t e d R a t in g ten d s to fo llo w
ses (C o n s u m e r + purch as e tren d s
8 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
P r o f e s s io n a l )
9. Hypo t h
Hypothesis e s is
A strong med ia signal for a P a a t ia sl
Str tu
product may lead to increased ly
sal / registrations.
es C o n f ir m
ed Possible Business Application
Analysis/Findings • O p p o r t u n it ie s f o r
O u t b o u n d M a r k e t in g
• M o d e r a t e C o r r e l a t io n O p t im iz a t io n (m a r k e t in g
b e t w e e n o v e r a l l m e d ia m ix – s p e n d , a u d ie n c e ,
s ig n a l a n d s a l e s t r e n d s ch an n el)
• S t r o n g C o r r e l a t io n • In c r e a s e d s a l e s a n d
w h e n a d ju s t e d f o r o p e r a t io n s f o r e c a s t
a c c u r a c y b y m o n it o r in g
s e a s o n a l it y
9 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . a n d m e a s u r in g
10. F in d in g s – H y p o t h e s is #2 A strong negative polarity in
med ia signal for a prod uct may
– Ph o t o s m a r t A lead to increased support tickets
Analys is Res ults
r = — 0 .6 2 (O v e r a l l
p r o d u c t q u a l it y )
r = — 0 .9 5 (P r in t
Q u a l it y )
• H ig h C o r r e l a t io n
• C o r r e l a t io n
strength
T ic k e t s /P u r Co n s u m e r in c r e a s e s a s t h e
ch as e n e g a t iv e a t t r ib u t e
1 0 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v sl o p m e nt Cim p e n n, Lt .
e e n t o m a y .P g r a n u l a r it y
11. F in d in g s – H y p o t h e s is #2 A strong negative polarity in
–
Ph o t o s m a r t B med ia signal for a prod uct
may lead to increased
support tickets.
Analys is Res ults
r = — 0 .9
(O v e r a l l
prod uct
q u a l it y )
r = — 0 .7 (P r in t
Q u a l it y )
T ic k e t s /P u r c h a s e C o n s u m e r n e g a t iv e
s e n t im e n t
• H ig h
1 1 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
C o r r e l a t io n
12. F in d in g s – H y p o t h e s is #2
Hyp o t h es i D r iv e r s
s
A strong negative polarity in med ia signal • Consumer
for a product may lead to increased Sentiment Score
• Prod uct
support tickets. Attributes
Dat
a
Products Data Reviewed
384 Consumer reviews and sentiment
P h o t o s m a r t P r in t e r 1
from Amazon, CNET and HP Forums
P h o t o s m a r t P r in t e r 2
54K Service tickets
Co n c lu s i
Hypothesis Status Analysis/Findingss
on Possible Business Application
S t r o n g c o r r e l a t io n b e t w e e n O p e r a t io n a l E f f ic ie n c y : i.e . m a n a g in g t h e
Confirmed
n e g a t iv e m e d ia s ig n a l a n d c u s t o m e r Cu s t o m e r s u p p o r t r e s o u r c e s b as e d o n
s upp o rt c alls . c o n s u m e r s e n t im e n t s
©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
1 2
P r o a c t iv e P r o d u c t q u a l it y v a l id a t io n a n d
13. D EMO 1
1 3 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
14. D E M O 2 – VAL U E F O R M O N E Y
1 4 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
15. D E M O 3 – R E M O V E T W IT T E R
1 5 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
16. D EMO 4
1 6 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
17. D E M O 5 – R E M O V E VAL U E F O R M O N E Y
1 7 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
18. D E M O 6 – B R AN D P O S IT IO N
1 8 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
19. D E M O 7 – T IE T O IN T E R N AL D ATA
1 9 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
20. D E M O 8 – F IN D AD VO C A E S
T
20 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
21. S o c ia l In t e l l ig e n c e Th e w a r r a n t y &
s N H AN C E n AR R AN T Y &
E o l u t io W c l a im s , q u a l it y
C L AIM S M AN AG E M E N T man agemen t an d
W IT H S O C IAL pro d uct d evelo pmen t
IN T E L L IG E N C E d epartmen ts
P R IM AR Y E U R O P E AN
g a t h e r e d in f o r m a t io n
AU T O M O T IV E M AN U F AC T U R E R
r e l a t e d t o q u a l it y
S it u a t io n is s u e s a n d p r o d u c t
d efects through the
w arran ty pro ces s .
•T im e d e l a y in g e t t in g
d ata
21 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . •L a b o r in t e n s iv e t o
22. S o c ia l In t e l l ig e n c e
s o l u t io n
S o l u t io n Re s u l t s
E n h a n c e e x is t in g M o r e e f f e c t iv e
s e a r c h a n d a n a l y s is a n a l y s is o f
p l a t f o r m w it h S o c ia l s truc tured an d
M e d ia d a t a unstructured
Ea s e o f u s e f r o n t e n d , in f o r m a t io n
l ik e “G o o g l e ” s e a r c h . Id e n t if y in g p o t e n t ia l
En a b l e u s e r s t o d o d e f e c t s a n d q u a l it y
in t u it iv e r o o t c a u s e is s u e s o v e r a m o n t h
a n a l y s is , id e n t if y in g e a r l ie r t h r o u g h
c a u s e c o n n e c t io n s s o c ia l m e d ia
betw een w arran ty in f o r m a t io n
c a s e s a n d S o c ia l M e d ia
22 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
U n d e r s t a n d in g
23. T h a n k Yo u
Yo u r
@q u h a e t P r on o p?
M ic e s l io c s io
L in k e d In .c o m /in /M ic h a e l P
23 r o c o p io
©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
Notas del editor July 11, 2012 HP Confidential Our CI transformational model addresses CI with four stages to deliver on our business objectives. Each of these stages plays a critical role in delivering on customer needs. This will help to close the information asymmetry gap (the gap between what we want to know about our customers and what is “knowable”) Key components of this model Customer interaction – both simple and complex Infrastructure – intelligent plumbing to support interaction and analysis Analytics – 360 degree view of customer Insight usage – applying CI knowledge to our business objectives By using this approach, we will do a better job at growing and retaining our customers, improving our marketing effectiveness, and building hp customer loyalty. July 11, 2012 HP Confidential Narrative: Customer sentiment is currently locked up in blobs of text – locating deep insights “is like finding a needle in a haystack.” Our two step process makes this easy for us. First, making sense and structure out of the unstructured data, and then second, linking that back to our known transactional world allows us to more quickly find the new insights. HP developed Project Fusion to bring this to life. Key Points: We use proprietary natural language processing and text analytics techniques to score the unstructured data. The scored data highlight potential insights to customer behavior and sentiment We can link scored data back to other structured information and databases for deeper analysis Transition statement: Unstructured data is powerful, but combing it with structured data is even more compelling… July 11, 2012 HP Confidential Narrative: These two views together become very powerful in minimizing the gap. There are endless possibilities of how to position these to create value, but we are focusing on several strategic initiatives, one of which is new product launch insight. Key Points: These two data sets together are more powerful than either one individually. “The sum is greater than the sum of the parts. “ Transition statement: Let me tell you more about our journey from foundation to analytics… July 11, 2012 HP Confidential July 11, 2012 HP Confidential July 11, 2012 HP Confidential July 11, 2012 HP Confidential July 11, 2012 HP Confidential July 11, 2012 HP Confidential July 11, 2012 HP Confidential