Know the "WHY" Behind Consumer Purchase Decisions

KNOW THE “WHY”
BEHIND CONSUMER PURCHASE DECISIONS
USING SOCIAL ANALYTICS
@NetBase

ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
@NetBase

Carrie Stern
Senior Analyst, Social Media
dp
@DirectPartners
Anna Startseva
Product Marketing
NetBase
@AnnaStartse
@NetBase

Welcome
Mindy Cultra
Managing Director
Halverson Group
@HalversonGroup

ABOUT DP
‣  Most experience in bringing Over-the-Top networks to market
‣  Digital expertise w/ metrics-driven approach
‣  Media designed for conversion
|
@directpartners

Our
Background

Halverson
Group
is
a
strategic
research
agency
commi<ed
to

helping
clients
and
their
agencies
iden=fy

where
to
play
and
how
to
win.

We
unlock
growth
and
compe==ve
advantage
by
uncovering

and
quan=fying
insights
into
people’s
lives

and
the
behaviors,
beliefs,
aFtudes,
situa=ons,

and
cultures
that
inﬂuence
their
choices.

For
nearly
20
years,
we
have
armed
execu=ves,
marketers,

strategists,
innovators,
and
agency
partners

with
the
consumer
and
business
intelligence
they
need

to
more
conﬁdently
make
bold
strategic
decisions.

HALVERSON
GROUP
|
@HalversonGroup

@NetBase

Humanize target consumer with conversation intelligence1
2
3
Agenda
4
Unlock the “WHY” behind consumer purchase behavior
Hear how B2C brands use social to drive business value
Gain best practices with social media intelligence

AGE OF !
VALUE

Market positioning
identifier
AGE OF !
YOU!
Valuable business
assets
Deliver satisfying
and differentiated
experiences
Recognize the
human in the data
to satisfy the
“Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
The Evolution of Brand Value
AGE OF
IDENTITY!
AGE OF
EXPERIENCE "!
@NetBase

@NetBase

Buy 3 items from online flash sale
Order from Starbucks app 1 latte
Retweet 1 United ad for points
Watch Netflix from 8-10 pm
Check FB 9 times
Run with your Apple watch for 20 mins
Swipe right on Tinder 2 times
Play video games for 2 hours
Post 1 new video on FB
Check email 8 times
Post 2 reviews on Yelp
Check your LinkedIn once
More Data is not Always Better
Post 1 selfie on Instagram

@NetBase

Content Created Daily on Social
1B
80M
400M311M
86K HRS
38M

1st gen
OBSERVE!
SOCIAL!
!
!
KEYWORD TEXT ANALYTICS
Looks for keywords
Highly inaccurate
@NetBase

Social Business Evolution

1st gen
OBSERVE!
SOCIAL!
!
2nd gen
MEASURE
PERFORMANCE!
!
Looks for keywords
Highly inaccurate
MACHINE LEARNING
Requires training
Can’t discover new insights
@NetBase


1st gen
OBSERVE!
SOCIAL!
!
2nd gen
MEASURE
PERFORMANCE!
!
3rd gen
DELIVER BIZ
VALUE!
!
Looks for keywords
Highly inaccurate
MACHINE LEARNING
Requires training
Can’t discover new insights
PATENTED LANGUAGE
PROCESSING
Surfaces emotions, behaviors
@NetBase


@NetBase

Humanize target consumer with conversation intelligence1
2
3
Agenda
4
Unlock the WHY behind consumer purchase behavior
Best practices with social media intelligence

Social

Analy/cs
is
quan=ta=ve
data

|
@directpartners

It
tracks
the
performance
of
topics

and
themes
via
common
social

metrics:

-‐  Sen=ment
(share,
volume)

-‐  Men=ons
over
=me
(daily,
weekly,
monthly)

-‐  Engagement
(retweets,
replies,
reposts,

shares,
likes)

-‐  Share
of
voice

|
@directpartners

While
these
are
important
signals

that
can
help
focus
our
research,

they
beg
the
ques=on
that

Conversa/on
Intelligence
is

uniquely
posi=oned
to
answer

|
@directpartners

WHY?
|
@directpartners

Conversa/on

Intelligence
is
not
quan=ta=ve
data

|
@directpartners

it’s
qualita=ve
data

on
a
quan=ta=ve

scale

|
@directpartners

Tradi=onally,
we
use
surveys
and

focus
groups
to
understand
the

target.
Downsides:

-‐  Missing
natural,
honest
opinions

-‐  Unable
to
mine
for
other
interests

-‐  Biases
in
focus
groups
&
survey
responses

-‐  Individual
interpreta=ons
of
ques=ons

-‐  Not
in
consumer
language

|
@directpartners

Conversa=on
intelligence

patches
the
holes
by
adding

the
human
element

-‐  Real-‐=me,
unsolicited
conversa=ons
between
people

-‐  Candid
view
into
the
consumer
mindset

-‐  Express
emo=on
(posi=ve
&
nega=ve)

-‐  Imply
(or
directly
state)
a
preference

-‐  Can
surface
unexpected
associa=ons

|
@directpartners

Here
are
a
few

examples:

|
@directpartners

Understand
brand
conversa=on

1.  Gauge
campaign
success

2.  Generate
&
test
new
ideas

3.  Reveal
top
themes
&
audience
members

4.  Iden=fy
unmet
needs
&
solve
issues

5.  Gauge
severity
of
nega=ve
issues

|
@directpartners

Example:
Weigh=ng
Sen=ment

Sentiment & Passion !
Positive – 21%!
Passion Intensity – 45!
Negative – 12%!
Passion Intensity – 87 !
Neutral - 67%!
Passion Intensity – 0 !
Tui=on
&
expenses

Phone
calls
&
solicita=on

Excited
@
acceptance

Student
work
&
success

|
@directpartners

LOVE

LIKE

HATE

DISLIKE
Net
Sen=ment

Passion
Intensity

Taking
it
further
with
Passion

• 

Brands

• 

Products

• 

Campaigns

• 

Promo=ons

|
@directpartners

Determine
what
drives
the
category

-‐  Conversa=on
volume
is
high

-‐  Mainly
consumer
to
consumer

-‐  Brands
are
(kind
of)
addressing
it

-‐  Few
brands
are
being
proac=ve

Other
Talk

75%

Seeking
Help

25%

1MM+ Conversations!
|
@directpartners

Example:
Breaking
the
language

barrier

|
@directpartners

@NetBase

“Humanize” target consumer with conversation intelligence1
2
3
Agenda
4
Unlock the WHY behind consumer purchase behavior
Best practices with social media intelligence

Blending
Qualita=ve
&

Quan=ta=ve
Approaches

Human
truth

Compe==ve

intelligence

Ac=onable

insight

Observa=onal

research

Social
media

analy=cs

Stakeholder

interviews

Transac=on
level

datasets

Innova=ve
survey

techniques

Video
analy=cs

HALVERSON
GROUP
|
@HalversonGroup

A
Prac=cal
Example
–
The
Social
&
Mobile
Gaming
Category

HALVERSON
GROUP
|
@HalversonGroup

What’s
needed
to

A
deeper
understanding
of
the
role
a
product
or
service

plays,
and
how
to
connect
with
consumers

The
Ask

•  How do we grow both the volume of players for our social/
mobile game, and the proportion of payers (those that make in-
app purchases)?
•  Where is the competition most fierce, and where are there
whitespaces of unmet or underserved demand?
•  What are the underlying factors driving players to choose one
game over another, and how can we use this knowledge to our
competitive advantage?
HALVERSON
GROUP
|
@HalversonGroup

Social
Analy=cs
provides
a
wealth
of
insight

into
the
situa=ons,
moods,
and
mo=ves

present
in
real
consumer
conversa=on

HALVERSON
GROUP
|
@HalversonGroup

Married
with
our
own

research
into
consumer

psychology,
we
developed

a
comprehensive
ba<ery

of
mo=va=onal
factors
for

quan=ta=ve
analysis

Do
something

exci=ng
or

adventurous

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Explore
or
discover

new
things

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Push
my
luck

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Try
my
luck

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Express
myself
crea=vely

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Have
a
moment
for

myself

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Relax
or
relieve
stress

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Be
playful
or
act
like

a
kid
again

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Achieve
my
goals

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Live
vicariously
through
a

character
or
a
story

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Simulate
a
real-‐life

seFng

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Avoid
feeling
alone

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Avoid
the
real
work
and

its
problems

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Zone
out

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Exercise
my
brain

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Recharge
or
renew

myself

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Get
in
the
zone

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Avoid
boredom

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Connect
with
others

Compete
with
others
Feed
a
habit
or
an

addic=on

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Emotionally Charged
Connected
CHANCE & RISK
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
Emotionally Charged
Connected
CHANCE & RISK
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
ACHIEVE &
ADVANCE
PRACTICE &
PERFECT
FUEL A HABIT
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
ACHIEVE &
ADVANCE
PRACTICE &
PERFECT
FUEL A HABIT
CONNECT & COMPETE
Virtual Connection
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
ACHIEVE &
ADVANCE
PRACTICE &
PERFECT
FUEL A HABIT
CONNECT & COMPETE
Virtual Connection
LIVE VICARIOUSLY
EXPRESS &
IMPRESS
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
ACHIEVE &
ADVANCE
PRACTICE &
PERFECT
FUEL A HABIT
CONNECT & COMPETE
Virtual Connection
LIVE VICARIOUSLY
EXPRESS &
IMPRESS
Unplug
PASS THE TIME
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Active/
Connected
Passive/
Disconnected
Experience
Achievement
ANTICIPATE
THE RUSH
SPONTANEOUS &
PLAYFUL
RECHARGE &
RENEW
Emotionally Charged
Connected
CHANCE & RISK
ACHIEVE &
ADVANCE
PRACTICE &
PERFECT
FUEL A HABIT
CONNECT & COMPETE
Virtual Connection
LIVE VICARIOUSLY
EXPRESS &
IMPRESS
Unplug
PASS THE TIME
RELAX & RELIEVE
ESCAPE & ZONE OUT
Through
a
process
of
mul=variate
analysis,
62
discrete
mo=ve
statements

were
factored
down
to
8
primary
mo=va=onal
territories

HALVERSON
GROUP
|
@HalversonGroup

Mo=ve
Map

(Role
of
the
Game)

We
used
correspondence

analysis
to
map
the
62

individual
mo=ves
and

found
that
the
mo=ves

for
game
play
align

themselves
around
three

key
dimensions.

The
Pulse

The
Par=cipa=on

The
Reward

Tranquility
Excitement

Passive
Ac/ve

Instant
Immersive

HALVERSON
GROUP
|
@HalversonGroup

Revealing
8
mo=va=onal
spaces
or
‘jobs
to
be
done’
for
social
and
mobile

games

EXCITEMENT
TRANQUILITY
PASSIVE ACTIVE
INSTANT IMMERSIVE
Immerse &
Advance
Lost in
a Zone
Relax for
a Moment
Connect
& Express
Practice
& Perfect
Uplift &
Feel Good
Capture
a Thrill
Simulate
a Vice
EXCITEMENT
TRANQUILITY
PASSIVE ACTIVE
HALVERSON
GROUP
|
@HalversonGroup

MYVEGAS SLOTS
SPIDER SOLITAIRE
ZYNGA POKER
Revealing
8
mo=va=onal
spaces
or
‘jobs
to
be
done’
for
social
and
mobile

games

EXCITEME
NT
TRANQUILITY
PASSIVE ACTIVE
INSTANT IMMERSIVE
Immerse &
Advance
Lost in
a Zone
Relax for
a Moment
Connect
& Express
Practice
& Perfect
Uplift &
Feel Good
Capture
a Thrill
Simulate
a Vice
CANDY CRUSH
CLASH OF CLANS MONOPOLY
TRIVIA CRACK
EXCITEMENT
TRANQUILITY
PASSIVE ACTIVE
HALVERSON
GROUP
|
@HalversonGroup

The
result
is
a
three-‐
dimensional

representa=on
of
the

Jobs
To
Be
Done
within

the
en=re
category
of

mobile
&
social
gaming

**
Correspondence
analyses
pinpoint

the
exact
posi=on
of
each
underlying

mo=ve
as
well
as
each
mobile
or

social
game

HALVERSON GROUP
IMMERSIVE
INSTANT
HALVERSON
GROUP
|
@HalversonGroup

Halverson
Group
sized

both
the
volume
of

players,
and
the
total

market
opportunity
by

quan=fying
the

value
of
those
players

based
upon
their

propensity
to
pay.

HALVERSON GROUP HALVERSON
GROUP
|
@HalversonGroup

IMMERSIVE
INSTANT

What’s
needed
to

A
deeper
understanding
of
the
role
a
product
or
service

plays,
and
how
to
connect
with
consumers

This
process
of
using
human-‐centered
data
science

to
quan=fy
WHY
consumers
choose
the
games
that
they

do
addressed
our
clients
core
business
challenges,

ar=cula=ng
both
where
to
play
and
how
to
win,
in
their

industry.

HALVERSON
GROUP
|
@HalversonGroup

The leading US wireless network uses NetBase to identify customer
perception of care resolutions and predict customer switching behavior.
@NetBase

Understand why
people switch from
competitive
providers
Predict customer
churn – a metric
that’s reported to
the board
Prove success of social
care team & focus on
strategy that generates
retention and growth
A Wireless Network Attracts Customers Switching
from Competitors

@NetBase

Understand Reasons for Switching
Behavior
•  Understood why customers were switching from competitors to the network and vice
versa
•  Tracked switching conversations over time to confirm that switching from provider to
other networks was decreasing
•  As a result of company policies & social care, switching went down from 12K
mentions to 3.5K mentions

@NetBase

Predict Customer Churn
•  Tracked sentiment of people switching
FROM competitors TO the Network
provider
•  Sentiment rations lined up with financial
metrics – 10x vs. Competitor 1 and 4x
vs. Competitor 2
•  Understood the WHY behind switching:
s.a. celebrity endorsements,
improvement in network coverage,
dissatisfaction with competitors
Quarterly Switching Net Sentiment
0

10

20

30

40

50

60

Brand
1
Brand
2
Brand
3

Compe=tor

Client

@NetBase

Prove Success of Customer Care Team &
Strategy
•  Analyzed the segment of people who
used customer care
•  Client sentiment went back up after
interaction with customer care team,
showing clients were satisfied and WHY
•  Sentiment for competitors was lower
and went back down after interaction
with customer care, showing those
people were dissatisfied and WHY

Gain the full knowledge of tools & features to improve the
data set.1
2
3
Have an idea of what you’re looking for from the outset, but stay flexible
with data.
Know the category you're focusing on, and therefore, who your data
represents.
4
5
@NetBase

Think through the best purpose of social data in the given situation.
It can play various roles in the research process.
Consider segmenting your audience to understand what drives
each group.
Tips

ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
Learn more at NetBase.com | call 855-762-6764

Know the "WHY" Behind Consumer Purchase Decisions

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Know the "WHY" Behind Consumer Purchase Decisions

Similar a Know the "WHY" Behind Consumer Purchase Decisions (20)

Más de NetBase Solutions Inc.

Más de NetBase Solutions Inc. (20)

Último

Último (20)

Know the "WHY" Behind Consumer Purchase Decisions