Download pdf - Minority Report in Research Communities

MINORITY REPORT IN RESEARCH COMMUNITIES

MEMBER DISENGAGEMENT CAN BE PREVENTEDIN THE FUTURE CAN BE SEEN

prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement

#minorityreport

We seem to have it all ...

@tomderuyck @steven_debaere | @InSites @IESEG

Direct connection with consumers

#minorityreport@tomderuyck @steven_debaere | @InSites @IESEG

Anytime Anywhere

insights


structural collaboration


Communities as an Insight Delivery System


1,000+ insights

1,000+ communities

100,000+ participants

1,000,000+ conversations

game changing actions


(Ray Poynter, 2016)

5%

70%

2016

2026

as % of MR budget as % of adoption in 2016

clients

suppliers

58%

59%(GRIT Report Q3-Q4, 2016)

And... getting more popular


Can we guarantee long-term success?


>50%OF ONLINE COMMUNITIES

FAIL TO GENERATE

SUCCESFUL OUTCOMES

(Sarner, 2008)


www.consumerconsultingboard.com

#motivation

#incentivation

#moderation

#gamification


All after the same participant?


Life-time value


Low

quantity

1.

Low

quality

2.

PARTICIPATION THREAT


PROACTIVE COMMUNITY MANAGEMENT


MINORITY

REPORT


DETECT

PREDICT

PREVENT


DETECT

PREDICT

PREVENT



“We see what they see”

DETECT

THE UNTAPPED POTENTIAL OF RESEARCH COMMUNITIES

3 years150,000 posts7 Million data points

Text MiningNatural Language ProcessingBehavioral analysis


QUANTITY

QU

ALIT

Y

Low High

Low

High Community Stars

Passivists

High-Potentials

Annoyers

1

2

DETECT


DETECT

PREDICT

PREVENT



“The future can be seen”

THE BENEFIT OF ARTIFICIAL INTELLIGENCE & PREDICTIVE ANALYTICS

1. %2. Risk indicator

Output

PREDICTION MODEL FOR MEMBER DISENGAGEMENT

PREDICT


TIP!Use the prediction model as

a proactive alarm system

FebJan Mar Apr May

PREDICT


PREDICTIVE ANALYTICS

PAST FUTURE

QU

ALIT

Y

QUANTITY

Low High

Low

High

87%

32%

81%

20%

27%

79%

12%

91%86%

93%

91%

94%

11%

13%

17%

14%19%

11%

94%

17%

Low quantity risk

Low quality risk

1

2

94%

17%

PREDICT


50% 100%

78%71%

….

Low

Quant

Low

Qual

PREDICTIVE ACCURACY

PREDICT


RANDOM CHOICE

BAD GOOD

PREDICT


ACCURACY

SCALE

SPEED

HIGHLOW

FASTSLOW

SMALL

MODEL VERSUS MODERATOR

BIG

DETECT

PREDICT

PREVENT



“Murder can be prevented”

prediction model

framework

CRM info

prevention suggestion

1 2

HUMANMACHINE MACHINE

interpretation

action

3

PREVENT


QU

ALIT

Y

QUANTITY

THREE-STAGE APPROACH

IDENTIFY CONTEXTUALIZE FINALIZE

Badges

Secret room

Motivational emails

PREVENT


1-on-1 attention

Financial payout

Refresh

…

ENGAGEMENT STRATEGIES

TIP!

Don’t reinvent the wheel. But

focus on personalization and

use existing methods for the

right participant at the right time

MINORITY

REPORT


1

2 CO-CREATION IN MULTIDISCIPLINARY PROJECT TEAM

ADOPTION

NEED FOR WHITE BOX PREDICTION MODEL


LOST OPPORTUNITY?

Low High

QUANTITY

QU

AL

ITY

StarsPotentials

Passivists Annoyers

Low High

QUANTITY

QU

AL

ITY

StarsPotentials

Passivists Annoyers

30 5

10 48



Human-machine collaboration

Artificial intelligenceAugmented human intelligence

FUTURE-PROOF

MINORITY REPORT IN RESEARCH COMMUNITIES

MEMBER DISENGAGEMENT CAN BE PREVENTEDIN THE FUTURE CAN BE SEEN

prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement

@InSites @IESEG

#minorityreport