ALL-STAR€¦ · keyword-based Social Web topics: Analyzing content with an implicit object of sentiment; increasing sentiment recall (at the expense of accuracy) Topic Definition

© 2018 NetBase Solutions. 1

ALL-STAR ACADEMY

Introductory Class


Today’s Journey

Overview:NetBase

end-to-end

Build the

FoundationSpeed to

Insight

Deeper

Analysis

• Query Definition

(topic building)

• Intro to Themes

• Intro to Dashboards

• Use Case Templates

(Dashboards)

• Saved Analysis &

Alerting

• Using NetBase Pro

• Widgets Deep Dive

• Common Data

Filters

• Intro to advanced

sentiment and other

concepts


OVERVIEW:

NETBASE END-TO-END


NetBase Queries - “Topics”

Best

practices

in cleaning

Keyword

Set-Up

And

Channels

Sentiment

Refinement

Data & Channel Set-up


Types of Topics

Brands Brands & ProductsHashtags and HandlesDomainsCampaigns

Categories Generic Category TermsBrands & Products*

Influencer/Audience List of AuthorsList of ChannelsDomains

Trending Trending Hashtags/WildcardsPublicationsDomain Only

Behavioral Personal NarrativesActions/Behaviors

Fre

qu

en

cy


Common Topic Pitfalls

• Lack of comprehensiveness

• Either breadth or narrowness

• Too much time cleaning

• Forgetting data add-ons

• Multiple versions of the same topics


FOUNDATION:

TOPIC BUILDING


Themes – Saved sets of Filters

THEME

A theme works in conjunction with one or

more topics to perform a deeper and more

customized analysis

Example:

• Topic = Starbucks

• Product Attribute Themes = Customer

Service, Price, Products, etc.

• Product Themes = Pumpkin Spice Latte,

Cold Brew, Vanilla Latte


Model Configuration: Topic Set-up

Ale

rts

/ R

ep

ort

s

ALERT: Brand Spike

ALERT: Competitor Spike

REPORT: Brand Health

REPORT: Competitive Comparison

REPORT: Issues / Messaging Tracking

Campaigns

Themes

BrandedCompany

PillarsDepartments

Products / Services

Executives

EventsInfluencersIssues

Management

Audience Segments

Topics

Brand Competitor Category Influencers Campaign

MiscellaneousMarket Threats

Detractors / Advocates

Customer Life Cycle

Competitors


Why themes matter?

• Save time – recreating filters or analyses

• Provide consistency

• Truly leverage NetBase data differences

• Compare across multiple topics

• Target sentiment

• Quick templates


SPEED TO INSIGHT:

USE CASE TEMPLATES & ALERTING


Dashboard Templates

• Multiple templates organized by use case and industry

• Include optimal widgets• Able to be customized


• Multi-Topic Dashboard Set Up

• Save Analysis/Save to Dashboard

Tips & Tricks: Dashboard Set-up


Tips & Tricks: Dashboard Exports

Timeline (line charts)Values to Grouped Bar

Top Values to Bar Charts Values to Pie or Bar


DEEPER ANALYSIS


Where to start?


Suggested Analyses

2

3

4

5

6

7

1

Priority Analyses Common Analysis Filters

1

2

3

4

5


Suggested Analyses

• Segment Owned from Earned (and Partnered)

• Filter Influencers in/out

• Peel back a layer of insights

• Remove shared posts

• Isolate platforms

• Focus on key words and phrases

• Combine and save filter sets for ongoing usage

2

3

4

5

6

7

1


SELECT ADVANCED TOPICS


Advanced Topics

Wrap-Up:Measuring

Impact

TOPICS & THEMES

• Advanced

Techniques

• Boolean

• Validating

Accuracy

AUDIENCES

• Campaign

Planning

• Campaign

Effectiveness

API

• Automation

• Visualization

• Integration

Strengthen the

Foundation

Targeted

Insight

Business

Intelligence

© 2018 NetBase Solutions. 21© 2018 NetBase Solutions. 21

• For very ambiguous categories and brands, use a consistent keyword structure and placeholder topics

• Boolean queries offer special NetBase operators and the ability to take the union of filters. The benefits are increased precision and recall, at the cost of simplicity

• Complex Boolean themes can enable location-specific analysis through a combination of filters and keywords

• NetBase offers three options for sentiment analysis, customizing the balance of precision and recall

• Sampling results can quantify relevance and sentiment accuracy

Key Takeaways:

Session RecapTopic & Theme Building

Advanced Techniques

Boolean

Validating Accuracy


Optimizing Sentiment Focus

Any Sentiment

• Tone, default for non-keyword-based Social Web topics: Analyzing content with an implicit object of sentiment; increasing sentiment recall (at the expense of accuracy)

Topic Definition

Primary Terms

• Default for Keywords:Primary terms are the anchor of your topics

Theme Definition and Analyze

Things

• Run-Time Sentiment: Point NetBase at specific objects:

• Brand attributes/elements

• Subsets of VoC and Channel data


Validating Results

Stream Widget Bulk Edit Analyst Mode


• Audiences can be defined based on metadata, linguistic patterns, and lists of domains and authors

• Audience insight comes from attitudes and behaviors, indexing, and trending

• Audience analysis supports content ideation and surfaces partnership opportunities when developing campaigns

• Pre/During/Post analysis of audiences validates the effectiveness of marketing activations and customer care

Key takeaways:

Session RecapAudience Analysis

Campaign Planning

Campaign Effectiveness


Planning with Audiences

Behavior-Based Analysis

Social Audience Segmentation

Domain/Channel Conversation

Approaches

• Word Cloud: What’s most-discussed?

• Indexing: What’s uniquely discussed?

• Trending: What’s most discussed right now?

Analysis Dimensions


• Measure & Optimize Content

• Competitive Benchmarking (Channels)

• Conversation (excluding brand posts)

• Impact on brand Net Sentiment

• Customer Care Analysis

• Pre-/During-/Post- interaction brand Net Sentiment

Illustrative Methods

Improving & MeasuringCustomer Experience

Audiences for Campaign Effectiveness


Audience Measurement:Customer Care Engagement ROI

• For each quarter, we can analyze customers who had an issue with their rental

• Analyzing before, during and after, Hertz customer care is not only resolving issues, but delighting customers

Customer Care Sentiment

Before / During / After by Audience


• The API is well-suited for automated connection to other systems, data, and processes

• The API effectively supports custom visualizations and dashboards, advanced modeling, BI systems, and workflow

• The front-end and API generally access the same data, but the way they present it to users may make one interface more suitable than the other

• Much of the API implementation work takes place in the front-end

Key takeaways:

Session RecapAPI

Automation

Visualization

Integration


Mashups / Custom Viz

Command Centers

Events

Lobbies / Exec.

Offices

Modeling

Insights / Research

Data Science

Agencies

BI / Reporting

IT

Insights / Research

Workflow

Customer Care

Social / Digital

Marketing

Summary / MetricsDetail / Verbatim

API Use Case Examples


Front-End Application vs. API

Excel / PPT OutputPopular Posts / Media / LinksTagsTime of DayA3D Usage & AttitudeNon-Gender DemographicsRatings / ScoresPhoto Concepts

AutomationVisualizationIntegrationMetadataMore Detail on:Higher insight thresholdsDecisecond date/timesMore trending time units

Stream (sorting and readability)Geography / Geo-FencingStoryScopeCrosstabs (not Topic x Theme)IndexingTrending WidgetBPITimeline/Topic Comparison

Everything Else(SW and A3D)

App AdvantageAPI Advantage


Getting Started

Build

in AppTest Output

Write

HTTP Strings

1 2 3

1. Build and populate Model Configuration (include IDs from URL string)

2. Build Dashboard representing output

1. Activate user for API access

2. Choose authentication method

3. Log into api.netbase.com with standard credentials

4. Test calls in Explorer or API IDE

5. Compare output to Dashboard

1. Build workbook

2. Calculate rate limits (Queries * Frequency)

80% 20%

https://api.netbase.com/


THANK YOU [email protected]

Documents

ALL-STAR€¦ · keyword-based Social Web topics: Analyzing content with an implicit object of sentiment; increasing sentiment recall (at the expense of accuracy) Topic Definition