Upload
rob-key
View
819
Download
0
Embed Size (px)
Citation preview
© 2014 Converseon Inc. Proprietary and Confidential
The Next Generation of Social Intelligence
Advertising Research Foundation Re:Think March 14, 2016
Rob Key, CEO, Converseon
© 2014 Converseon Inc. Proprietary and Confidential 2
Our Mission: To Provide the World’s Best Social
Insights and Help Integrate Them into our Clients’ Organizations to
Take Meaningful Action
© 2014 Converseon Inc. Proprietary and Confidential
The Dirty Secrets of Social Listening (to date)
3
“Far from being unfixable, however, miscalculations in social-media analyses can already be fixed using methods developed to fix similar problems in studies in epidemiology, statistics and machine learning.” - ComputerWorld
© 2014 Converseon Inc. Proprietary and Confidential 4
Reasons: Booleans Ineffective
("enterprise 2.0" OR "Social Biz" OR "social business" OR "#SocBiz" OR "#SocialBiz" OR "#socialbusiness" OR SocBiz OR SocialBiz OR socialbusiness OR "enterprise social business" OR "enterprise social network" OR "enterprise social grid" OR "social CRM" OR "social BPM") AND ("activity stream" OR "activity streams" OR "application development" OR "best practices" OR "business model" OR "business models" OR "content management" OR "crowd sourcing" OR "customer service" OR "disruptive technologies" OR "disruptive technology" OR "human resources" OR "information technology" OR "next generation social" OR "open social" OR "organizational culture" OR "predictive analytics" OR "product lifecycle management" OR "social analytics" OR "social mail" OR "social portal" OR "social portals" OR "social commerce" OR "customer experience management" OR "innovation management" OR "social app" OR "social application" OR "social applications" OR "social apps" OR "social business app" OR "social business application" OR "social business applications" OR "social business apps" OR "social collaboration" OR "social computing" OR "social learning" OR "social media" OR "social network" OR "social networks" OR "social platform" OR "social platforms" OR "social software" OR "social softwares" OR "social technologies" OR "social technology" OR "soft ware" OR "tool kit" OR "unified telephony" OR "analytics" OR "app" OR "application" OR "applications" OR "apps" OR "benefit" OR "benefits" OR "blog" OR "blogs" OR "bookmark" OR "bookmarks" OR "BPM" OR "collaboration" OR "collaborative" OR "commerce" OR "communication" OR "communities" OR "community" OR "compliance" OR "innovation" OR "connection" OR "connections" OR "CRM" OR "crowdsourcing" OR "engagement" OR "ERM" OR "information" OR "intelligence" OR "intelligent" OR "interaction" OR "interactive" OR "internet" OR "interoperability" OR "learning" OR "mail" OR "marketing" OR "mobile" OR "network" OR "nimble" OR "optimization" OR "optimized" OR "organization" OR "organizational" OR "organizations" OR "platform" OR "platforms" OR "portal" OR "portals" OR "productive" OR "productivity" OR "risk" OR "risks" OR "sales" OR "software" OR "softwares" OR "technologies" OR "technology" OR "tool" OR "toolkit" OR "tools" OR "transparency" OR "transparent" OR "value" OR "voIP" OR "wiki" OR "collective intelligence" OR "customer self service" OR "social grid" OR "content" OR "social content" OR "insights" OR "social selling" OR "social communications" OR "collaborative communications" OR "human capital management" OR "business process management" OR "enterprise resource management" OR "enterprise resource planning")
15% Relevancy
© 2014 Converseon Inc. Proprietary and Confidential
• Is this tweet positive or negative? • It depends on whether you work for Verizon or Sprint • Often, your viewpoint is what makes something positive or negative, but most text
analytics systems are not up to the challenge
Reasons: Listening Tools Have Lacked Context
© 2014 Converseon Inc. Proprietary and Confidential
The same words mean different things
• An “unpredictable” movie is good, but “unpredictable” braking, not so much
• We like “small” cell phones but not “small” legroom
• “Faded” jeans are good, but not “faded” interiors
And Taken a “One Size Fits All” Approach
Your industry has its own lexicon
© 2014 Converseon Inc. Proprietary and Confidential 7
It’s Simple Math
60% (precision) x 15% Relevancy X Low “Recall” = Problems
© 2014 Converseon Inc. Proprietary and Confidential 9
New Deep/Machine Learning Approaches Unlocking Insights
Knowledge-based
Resources
Machine Learning
System Test Data
Training Data/
Libraries
Semi Supervision: Keeps “humans in the loop” for continuous training
Customizable: Trains to domain and brands (“small” may be good for selling smartphones, bad for hotel rooms)
Accurate: Close approximation of human performance at scale (humans that agree with each other) – generally 90-95%
Scalable: Now allows the accuracy of human coding at large scale and speed
Vertical and Brand/Domain Specific
Custom Classifiers: Enables unlimited number of custom classifiers (intent, purchase phase, etc.)
Vertical and brand specific
High Relevancy and Recall: Isolates key data sets rapidly and at most detailed level.
Data approach as represented by Converseon’s ConveyAPI technology
© 2014 Converseon Inc. Proprietary and Confidential
• Relevance feedback allows you to be in control • 85% accurate
with less than one hour’s work vs 15% by
boolean
No More Booleans
© 2012 Converseon Inc. Proprietary and Confidential 11
High Recall, Precision, Relevancy Example
negative 4%
neutral 15%
positive 81%
Cool Whip Sentiment: Convey
negative 3%
neutral 84%
positive 13%
Cool Whip Sentiment: Industry Standard
Industry standard sentiment analysis for Cool Whip over-indexes neutral, failing to represent true consumer opinions of the brand and identify brand advocates:
Industry Standard Convey Sentiment Precision 38% 83%
Relevancy 46% 91%
© 2014 Converseon Inc. Proprietary and Confidential
• It had a slightly buttery off-note • I disliked the aftertaste • The taste was decidedly foul • I would never eat this again • The taste of it turned my stomach • This the worst tasting #@&*% ever
New Metrics: Intensity
© 2012 Converseon Inc. Proprietary and Confidential 14
New Metrics: Emotion and Intensity Analysis Example Emotion analysis reveals the insight that Thanksgiving is when consumers turn to social media to share their feelings about Cool Whip, associating it directly with the joy of Thanksgiving dinner with family
N/A Low
Intensity Medium Intensity
High Intensity
joy 10% 45% 28% 14%
disgust 0% 1% 1% 0%
anticipation 0% 1% 0% 0%
anger 0% 0.1% 0.3% 0.1%
sadness 0% 0.1% 0.1% 0%
trust 0% 0% 0% 0%
surprise 0% 0% 0% 0%
fear 0% 0% 0% 0%
0 200 400 600
Oct Nov Dec Jan Feb Mar Apr
May Jun Jul
Aug Sep Oct
Monthly Expressions of Joy in Mentions about eating Cool Whip
2014
20
15
Emotion and Intensity in Messages about Eating Cool Whip
“I'm so excited for thanksgiving just for pumpkin pie. With a giant tub of cool whip. And some apple cider. Maybe with a side of turkey.”
Source: Converseon analysis of public online records, November 2015.
© 2014 Converseon Inc. Proprietary and Confidential 15
Custom Classifiers Unlock Deeper Insight and Facilitate Organizational Adoption
Advocacy
Brand Champions
Product Adoption
Fact / Opinion Product
Applications
Brand Personality
Purchase Intent
Purchase Stage
Sentiment
Technology allows an unlimited number custom classifiers
© 2014 Converseon Inc. Proprietary and Confidential
5%
17% 11%
35%
17%
11%
12%
6%
0%
25%
50%
75%
100%
Customer Journey Analysis Example
Smartphone Category
11% 14% 13% 19%
54% 35%
14% 22%
41%
14%
22% 42% 42%
27%
0%
25%
50%
75%
100% Fear
Distrac>on
Apprehension
Pensiveness
Acceptance
Trust
Serenity
Surprise
Interest
Sadness
Annoyance
Disgust
Anger
An>cipa>on
Joy
Mul>ple Categories
Emotions in the Purchase Funnel
© 2015 Converseon Inc. Proprietary and Confidential 17
New Metrics: Audience Analysis
WOMEN make up 70% of Cool Whip Advocates
80% of Cool Whip Advocates are WHITE
0% 8%
73%
18% 1%
13-17 18-24 25-34 35-44 45+
White 79%
Black 16%
Hispanic 4%
73% of Advocates are aged 25-34
Food 58%
Religion 58%
Beverages 49%
Humor 49%
Nutrition 41%
Parenting 39%
Fitness 39%
School Life 38%
Health Care 38%
Family 37%
Cool Whip Advocates are interested in FOOD, FAMILY LIFE, and HEALTH
@AshleyKfit Ashley Kaltwasser Athlete Top interests: Fitness, Multimedia, Travel
@how2girl Courtney Sixx Model and step-mother Top interests: Fashion, Family, Charity
@manwhohasitall Comedian and father Top interests: Parenting, Nutrition, Beauty
Top Advocate Influencers are minor celebrities – comedian, model, athlete
© 2014 Converseon Inc. Proprietary and Confidential
Multiple Peer Reviewed Studies Have Shown Predictive Capabilities of Convey-Powered Data
18
Professor Wendy Moe and David Schweidel, conducted analysis of social conversation versus offline brand tracking using Converseon data. .
New WOMM Media Mixed Modeling Study (utilizing Converseon data)
95% precision + 85% Relevancy + High Recall
© 2014 Converseon Inc. Proprietary and Confidential
And is Enabling Mainstreaming and Integration
19
Business Outcomes
Brand Equity (Brand Preference &
Advocacy) Sales / Share Outcomes
Meaning & Engagement
Meaning (Language, Attributes,
Culture, Consumer Interest Profiles)
Engagement Behaviors
(Community Size & Behavior Toward
Brand)
Purchase Disposition
(Path to purchase)
Marketing Effectiveness Spending
Impressions (Amplification via Paid,
Owned vs. Earned)
Return (Marketing Return on
Investment)
Social Inputs/ Classifiers:
Brand Equity: Consumer preference + advocacy; Social NPS (actual advocating versus intent) Brand Meaning: language, topics, emotions, imagery, opinions, perceptions Engagement Behaviors: Interacting with brand beyond functional purpose. (likes, retweets, etc.)
Purchase: Purchase funnel analysis; intent to buy
© 2014 Converseon Inc. Proprietary and Confidential
…Across Organizations
Product Launch, Unmet Needs, Segmentation, Outliers, etc
Brand Tracking
Innovation
Customer Journey/Advocay
Advanced Enrichment
© 2014 Converseon Inc. Proprietary and Confidential
How to Access….
21
• If you have an application in need of social data, it is available through a ConveyAPI REST API
• For basic listening, it is available in Conversation Monitor • Also available through growing number of ecosystem
partners • Converseon provides a full range of research and
consulting products to clients looking for turnkey solutions
© 2014 Converseon Inc. Proprietary and Confidential 22
Introducing Conversus™: DIY
Works as stand alone or in conjunction with most basic listening platforms for enhanced listening, intelligence and integration
© 2014 Converseon Inc. Proprietary and Confidential
Final Thoughts: Social Intelligence in 2016
23
ü Pervasive data layer, not application specific (APIs)
ü Interoperable with legacy systems
ü Accurate and predictive
ü Domain and brand adaptable
ü The rise of custom classifiers
ü Integrated with other Voice of Customer intelligence
ü Brand tracking, market mixed modeling, business intelligence and more
ü Integrated