2. • Noah Powers
– Principal Solutions Architect, Customer Intelligence, SAS
• Patty Hager
– Analytics Manager, Content/Communication/Entertainment, SAS
• Suneel Grover
– Solutions Architect, Integrated Marketing Analytics & Visualization, SAS
– Adjunct Professor, Business Analytics & Data Visualization,
New York University (NYU)
5. Adaptive Customer Experience
Marketing
Decisions
Customer Experience Analytics
Customer Experience Targeting & Personalization
Social Media Analytics
Case Studies
Information Management & Analytics
ERP CRM EDW Online Social Other
Data Sources
7. Customer Experience Management
“A solution that enables the management and delivery of dynamic,
targeted, consistent content, offers, products, and interactions
across digitally enabled consumer touch points."
38. Social Media, Analytics, & Visualization
http://youtu.be/0qt3WpAofI8?hd=1
(Stop Time: 6:32 Time Stamp)
39. Different Views Of The Social World
Consumer Mindset
The need to be connected and the internet as a way
of life
Corporate Mistrust and need for alternate advisors
Power of the consumer voice and social media as the
global soapbox
Business Forces
Impact of corporate reputation on business health
Increased public scrutiny of business
Greater fight for loyalty and advocacy
Speed of information and brand impacts
40. Influence On Consumer Buying Process Is
Stronger Than Ever
• 1.5B+ people online and 1B+ using
Social Media Is social media monthly around globe.
Impacting Your Brand
• Consumers relying on social media and
connections to shape buying decisions.
• Public evaluation of brands is impacting
business health.
• The real brand sentiment is “out there”
in blogs and commentary and that data is
doubling every 18 months.
• And the answers and implications of that
for your business are in the data…
41. It’s Important To Engage Customers Where They Are
• Social Media is
everywhere – it’s not
just Facebook and
Twitter.
• Your customers are
there talking about Social Media
your brand. Conversations
• What are customers
saying about you and
what impact could
that have on your
business?
Source: The Conversation: Brian Solis and Jess3
42. Attitudes Toward Social Media
The use of social media by our organization 69%
will grow significantly
Our organization has a significant learning 61%
curve to overcome
Interest in utilizing social media is growing 57%
rapidly within our organization
Until we can measure social media, it will not be 50%
taken seriously
Social media is an important component of 46%
our overall marketing strategy
Use of social media by our organization is a 45%
tactical rather than strategic decision
Using social media is integral to our overall 42%
company goals and strategy
Social media has been designated high priority by 32%
our organization’s executives
It is difficult to see the value of social 29%
media for business purposes
Social media tools are not very relevant for our 21%
business
The use of social media for business 11%
purposes is a passing fad
43. Worlds Are Already Colliding….
Search Engine Marketing
Website Design/Experience
Website E-Commerce
Online Campaign Mgmt
Analytics
Media Social
TV Mix Media
Radio Topic Analysis
Print Sentiment Analysis
Online Social Volume Analysis
Out of Home Surveys & Voice of Customer
44. Social Media Analytics Maturity Model
What ROI are we getting on digital campaigns? Have we lowered risk? Social
Are we achieving financial and brand-related goals? Scorecard
Competitive Advantage
Based on trends, where are conversations going?
How can our plan optimize impact on traffic, sales? Planning &
Who are the right influencers? Engagement
Historic How do today’s online mentions compare to
Analysis previous period? … same period 2 years ago?
Attributed What are people saying about our customer service?
Listening …our product quality? … our prices? …our selection?
Basic
What are people saying about us? About our competition?
Listening
Degree of Intelligence
45. Business Challenges In Social Media
• WHAT are consumers saying
about your brand? About the
• WHERE are consumers talking? competition?
• Is volume trending up or down?
• WHAT aspects of your business
• WHICH sites matter most?
drive satisfaction and loyalty?
• WHICH sites are more positive? • WHAT questions and unmet
Negative?
needs emerge?
• WHO is creating content
about your brand…Journalists?
• HOW do perceptions differ Bloggers? Forum members?
across the various channels
through which customers give you • WHO among these authors is
feedback? a threat to reputation? An
opportunity for advocacy?
46. Social Media Analytics Process Flow
Listen Engage Leverage
• Understand customer • Establish relationship • Deliver value back to
sentiment, trends, with “community” and consumers – show that
issues and consumer, and gain you heard them
opportunities their trust
• Leverage insight and
• Unearth emerging • Introduce your brand feedback and port back
topics, phrases or voice into the across all aspects of your
issues relevant to conversation in an business from brand, PR,
your business authentic way customer service to
marketing
47. What Matters For Social Media Excellence
Data Coverage
Establish direct link to multiple data aggregators and proprietary
social media channels… and online channels
Data Quality & Relevance
Higher quality data (manage the signal-to-noise ratio)
Relevance of data to business issues
Feeds into marketing measurement framework (media mix)
Continuously improving accuracy of data processing
Sentiment analysis, concept extraction, entity identification
Iterate quickly on preliminary results then refine rules
Deliver results… deliver ANSWERS
Map insights across departments, enterprise
48. What Matters For Social Media Excellence (2)
Focus on quality of data / results Awareness
Relevant conversations
Consideration
» Exclude irrelevant mentions
Filtering out noise
Intent
Focus on action
Consumer insights Web Traffic
Market insights
Store
Media insights Traffic
Engagement across social channels
Sales
49. Relevant Social Data
Blogs Social Platforms
• 2M+ blog posts and Multiple years of archived
comments
online conversation history
(where available)
Incorporate new
websites/data sources as
Message Forums Online News they emerge
• 5M unique forum URLs • Coverage of >40,000
traditional media Global organizations need
sources support for multiple
languages
Support both external (blogs,
Review Sites Customer Care message boards, reviews,
& VOC Data news) and internal text data
• >100k reviews and
posts per day
• Call logs sources (company
• Customer Emails
• Web chats forums/blogs, survey open-
• Survey open-ends ends, call center logs, etc.)
• Front-line feedback
50. Taxonomy/Rule Engines
Industry Base
Retail Bank
Online Retail
Language Base
Telco English
Hospitality
Spanish
French
International Base
Source- Anti-Spam
German Emoticons driven
Places (city,
( ) “Bad Words” state, Twitter & Txt
Automotive vernacular
(open country, Speak
Japanese Symbols (!!) (like Twitter-
region)
speak) sourced)
….
….
51. Classification / Taxonomy Example (Telco)
Customer Long hold time; friendly; helpful; rude;
Service knowledgeable; impatient
Value & great bargain; good deal; lots of minutes for less;
Pricing costs too much; cannot believe my bills; too many
fees; roaming charges; bundles; triple plays
Network spotty coverage; no signal; I get all bars; great sound;
Mobile calls dropped
Coverage
Network TXT messaging; GCASH; Mobile browsing; roaming;
Services content downloads; ring tones; nice screen; easy to
use; looks great; too confusing; buttons too small
Personal Phone nice screen; easy to use; looks great; too confusing;
Line of Business Features buttons too small
Customer Long hold time; friendly; helpful; rude;
Service knowledgeable; impatient; knowledgeable technician
Television & Value & great bargain; good deal; costs too much; cannot
Broadband Pricing believe my bills; too many fees; nickel and diming for
every feature; bundles; triple plays
Network Installation process; satellite; cable; IP TV; hazy
Services picture; clear resolution
52. Sentiment Analysis / Classification Approach
Taxonomies and Sentiment Analyses should be
customized for each customer to ensure best
alignment and accuracy possible
Is critical to ensure that the raw data collected is
cleaned and organized in order to effectively derive
insights
Important to measure both document-level and
attribute-level sentiment using a hybrid of two
primary methods:
Leverage advanced
text analytics
Statistical Method (Bayes Algorithm, BM25, Pivoted Length
Normalization, Smoothed Relative Frequency and Relative
Frequency)
Leverage human Rule-Based Method (wide range of Boolean operators used to
intelligence & experience develop manual rules for additional control and customization)
53. Benefits To Social Engagement
Enable customer care agents monitoring social media to
communicate with consumers in order to…
Address the Mitigate or Reinforce a Facilitate
consumer’s respond to customer’s customer
service negative positive consideration
issues and comments sentiment process
questions or threats
54. Be Part Of The Conversation
Enable your organization to participate in online
conversations by leveraging analytical insights.
1. Presents social media messages that are relevant
2. Prioritize and dispatch messages to appropriate
team members
3. View customer information and messages to get
a complete context of the conversation
4. Collect data regarding the conversation to monitor
effectiveness of the interaction
5. Apply appropriate treatment to customer concern
55. Respond To Authors “In Channel”
Active feedback channel for events, launches, promotions
56. This project investigates how social media and online user-generated content
can be used to enrich the understanding of the changing job conditions in the
US and Ireland by analyzing the moods and topics present in unemployment-
related conversations from the open social web and relating them to official
unemployment statistics.
Two specific questions were addressed:
1. Can online conversations provide an early indicator of impending job
losses?
2. Can online conversations help policy makers enrich their understanding of
the type and sequence of coping strategies employed by individuals?
57.
58. Sunday Afternoon Preview
• Understand how to align activities and resources to
strategies and goals
• Know how to establish accountability by linking
marketing performance to financial measures
• Recognize a sound approach to optimizing the
marketing mix
59. Strategy & Planning
Marketing
Decisions
Marketing Mix Optimization
Marketing Operations Management
Case Studies
Information Management
ERP CRM EDW Online Social Other
Data Sources
The consumer need to be “connected” is stronger than ever.And in a virtual world that “connection” is satisfied and enabled by the internet and social media – where consumers are turning at unprecedented rates. At the same time, our businesses are under more scrutiny than they’ve ever been – by our governments, and by the consumers themselves. Organizations are fighting to maintain their brand health and to keep pace with how fast information travels online. Brands are literally built and taken down over night. And the power of the consumer is greater than it has ever been with the internet and social media being the world’s largest “global soapbox” from which consumers are talking.
1.5 B people around the globe are online with 600,000 of them on social media. Social media is big and ubiquitous. And lest we think this is an activity which is unique to our nieces and nephews… it’s happening across all demographics and age bands with the 35+ group being one of the fastest growing demographics, in fact. From choosing a hotel on the other end the planet, through to getting input on which doctors to go so and politicians to vote for, consumers are turning to social media at unprecedented rates to shape their decisions. Consumers are putting less stock in what companies say about themselves, and asking their ‘friends’ and networks what they think before they act, and before they buy. And that rather public evaluation of our brands has the ability to impact our brand health more than it ever has. So, if the real brand sentiment regarding our companies is “out there,” how do we get our arms around the data and tap into it? The answers are in the data….
When we think social media often the first thing that comes to mind is “facebook” and “twitter,” but social media is much broader than that. Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online.It can range from wikis to blog platforms to video platforms. When SAS says social media, we mean the sum of all social mediums that is out there. We define it that way because consumers today aren’t restricted to one vehicle or platform. They interact where they interact. And for business people the natural question becomes, how do I tap into the full range of what is being said to better understand the forces affecting my business and the opportunities for improvement?
- accessing open sourced "bad word lists" "common spam phrases and sources" (e.g. coupon chatter)need to track rule changes so people can report on it... audit trail...only admin users allowed
Address the consumer’s service issues and questionsMitigate or respond to negative comments or threatsReinforce a customer’s positive sentimentBroadcast comments to other customersReward with offersFacilitate customer consideration process e.g. consumer comparing hotel options for a vacation