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© 2013 IBM Corporation
IBM Social Media AnalyticsOpportunities, Challenges and Customer Success
Graham Mackintosh
Program Executive – IBM Social Media Analytics
Vancouver
September 12 2013
© 2013 IBM Corporation2
Our vision of analytics
Analytics is broadly defined as the use of data and
computation to make smart decisions
The value of analytics grows by incorporating new sources of data,
composing a variety of analytic techniques, spanning
organizational silos, and enabling iterative, user-driven interaction
Analytic solutions will apply multiple methods
to multiple forms of data
“Pushing the Frontiers of Analytics”
Brenda Dietrich, IBM Fellow & VP
CTO, Business Analytics
© 2013 IBM Corporation3
Analytics
for Big Data
Analytics
Everywhere
© 2013 IBM Corporation4
Social Media Analytics - Market Dynamics
� The Social Media Analytics Market
� Measure, analyze and interpret the interactions of people on social platforms
� Market is fragmented & crowded with start-ups, text-analytics re-casts
� Market Evolution
� Expanding beyond just sentiment 3 influence, segmentation, behavioral, etc.
� Transitioning from standalone to a key capability within business solutions
� IBM Strategy
1. Offer Flexible Enterprise Deployment
2. Go Deep on the Technology 3 this area is far from commoditized
3. Integrate with IBM platforms and Solutions
© 2013 IBM Corporation5
Source: 2012 CEO Study Q8: “What are the three most important mechanisms your organization will use with customers over the next 3 to 5 years?”
*Face-to-face / sales force / institutional representatives
80%
67%
40%
31%
39%
15%
22% 22%
41%38%
16%
57%
47%
55%
Face-to-face* Call
centers
Traditional
mediaAdvisory groups
Channel
partners
WebsitesSocial
media
Mechanisms to engage customers
Today
In 3 to 5 years
To empower individual customer interaction, CEOs plan a step-change in
social media, while continuing face-to-face engagement
256256%increase
© 2013 IBM Corporation6
The Old Way
© 2013 IBM Corporation7
The New Way
Social Marketing
Corporate ReputationCompetitive Intelligence
Product Innovation Customer Support
© 2013 IBM Corporation8
IBM Social Media Analytics provides rich information for actionable
insights
Demographics
Affinity
Evolving Topics Influencer Scoring
and Sentiment
Behavioural Analytics
Geographics
IBM Social IBM Social
Media AnalyticsMedia Analytics
© 2013 IBM Corporation9
Improved customer call center operationsTelerx, USA Success Story
Multi-channel contact
center & BPO outsourcer
• Independent subsidiary of
Merck & Co.
• Experts in complex customer
interactions across
multiple industries
• Customer/Client centric
• Nimble and flexible partner
• Deliver positive customer
experiences
Company Profile
�Established in 1980
�Over 1,700 employees
�5 U.S. locations
�Background
�Telerx is a leading provider of outsourced call center operations.
�Highly competitive market with strict service level agreement metrics.
� Issues
�Telerx needed to better understand the voice of the end-customer within their Social
CRM platform and to leverage social media insight as a leading indicator to better
predict customer call volumes, emerging customer support issues, and anticipate
customer call behavior.
�Telerx needed to analyse the social media chatter relating to each of their clients,
thereby improving the call center services they provided to end-customers of their
clients.
Solutions
� Telerx used IBM Social Media Analytics to detect emerging support issues and were able to make changes to call-scripts in anticipation of new inbound customer-satisfaction issues. Call center agents were informed and trained in advance of predicted inbound call patterns.
� SPSS text analytics was used to analyse call center transcripts for further insight, and to confirm that script changes were effective.
� Fully integration with Cognos BI enabled reports on social media insight and related operational metrics to be easily distributed to all constituents
© 2013 IBM Corporation10
IBM Corporation – Marketing Insight Self-Analysis using Social Media Analytics
© 2013 IBM Corporation11
• Deep social media analytics to improve ability to act
quickly on social media data
–Additional segmentation analysis: geographic, demographic,
behavioral patterns, influencer
� Improved User Experience
� Integrated reporting and dashboarding with Cognos 10
� Enhanced Detection of Evolving Topics
� “Tell me what I don’t know”
� Influencer Analysis
–Influencer scores isolate the authors and content that
matters
IBM Social Media Analytics
© 2013 IBM Corporation12
IBM Social Media Analytics – Advanced Sentiment, Demographic and
Behavioral Analysis
• Author location (Geography) -Extract city, state and country from the author profile - 35,000 locations around the globe
• Demographics determined from profile and text analysis
• Author behavior, including existing customer vs. prospective buyers, etc.
© 2013 IBM Corporation13
IBM Social Media Analytics – Advanced Sentiment, Demographic and
Behavioral Analysis
© 2013 IBM Corporation14
Do you have funded projects and/or teams to focus on social media
analytic opportunities in your organization?
1.Yes
2.No
© 2013 IBM Corporation15
Insurance
Create a customer
focused
enterprise
• Customer
Retention & Growth
Enterprise risk
optimization
• Fraud “boasting”
• Compliance
• Financial
Risk Analytics
Increase flexibility
& streamline
operations
• Claims
Optimization
Insurance
Create a customer
focused
enterprise
• Customer
Retention & Growth
Enterprise risk
optimization
• Fraud “boasting”
• Compliance
• Financial
Risk Analytics
Increase flexibility
& streamline
operations
• Claims
Optimization
Government
Improve citizen
services
• Citizen Services
Analytics
Manage resources
effectively
• Operational
Analytics
• Budget & Financial
Management
Military/Defence
• Intelligence
Improve public
safety
• Crime analytics and
prediction
Government
Improve citizen
services
• Citizen Services
Analytics
Manage resources
effectively
• Operational
Analytics
• Budget & Financial
Management
Military/Defence
• Intelligence
Improve public
safety
• Crime analytics and
prediction
Retail
Deliver a smarter
shopping
experience
• Market Basket
Analysis
• Highly targeted
marketing
Build smarter
operations
• Store operations
• Competitive Intell
Smarter
merchandising
• Store assortment
Retail
Deliver a smarter
shopping
experience
• Market Basket
Analysis
• Highly targeted
marketing
Build smarter
operations
• Store operations
• Competitive Intell
Smarter
merchandising
• Store assortment
Telecom
Deliver smarter
services that
generate new
revenue
• Churn Prediction
• Consumer
declarations of
unserved needs
Build smarter
networks
• OPEX and
CAPEX planning
Transform
operations
• Next best action
Telecom
Deliver smarter
services that
generate new
revenue
• Churn Prediction
• Consumer
declarations of
unserved needs
Build smarter
networks
• OPEX and
CAPEX planning
Transform
operations
• Next best action
Banking
Create a customer
focused enterprise
• Customer
Profitability
• Marketing
Optimization
Enterprise risk
optimization
• Reputation
• Compliance
• Financial &
Operational
Risk Analytics
Increase flexibility
& streamline
operations
• Payments analytics
Banking
Create a customer
focused enterprise
• Customer
Profitability
• Marketing
Optimization
Enterprise risk
optimization
• Reputation
• Compliance
• Financial &
Operational
Risk Analytics
Increase flexibility
& streamline
operations
• Payments analytics
IBM Social Media Analytics – Integral to IBM Solutions
Workforce
Workforce
Optimization
• Employee
sentiment &
retention
• Talent
deployment &
recruiting
Corporate
• Employee
Brand
Ambassadors
Workforce
Workforce
Optimization
• Employee
sentiment &
retention
• Talent
deployment &
recruiting
Corporate
• Employee
Brand
Ambassadors
© 2013 IBM Corporation16
IBM Intelligent Operations Center for Smarter CitiesEnhanced with “Voice of the Urban Citizen”
© 2013 IBM Corporation17
IBM Social Media Analysis and Smarter Cities
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© 2013 IBM Corporation18
IBM Social Media Analysis and Smarter Cities
Indian Ocean Monsoon season
for Mumbai12 Month
Driver Sentiment
© 2013 IBM Corporation1919