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Opinion Insights by Attensity

Turning online reviews into competitive advantage

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Why Do Online Product Reviews Matter?

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Online reviews havebecome a majorinfluence on consumers

This powerful source of peer influence is growing at a rapid rate

8 out of 10 consumers have referred to online product reviews before making a purchase 1

80% say these reviews influenced their purchased decision 1

Already, 1 in 3 internet users have posted a product review or opinion2

Shopping site reviews are increasing by 30% per year3

1) Deloitte Consumer Products Group Study Oct 2007. 2) Pew Internet & American Life Study 2005-07, 3) Amazon, 2006.

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Why Do Online Product Reviews Matter?• Tens of thousands of websites contain

millions of product opinions

No practical way for marketers to process this huge amount of content

Ignoring this information will put your company at risk

Opportunity to capture continuous competitive intelligence

Thousands of new reviews are posted every day

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Extracting Actionable Insights

Product Opinion Feature Sentiment ImpactKodak Easy Share C613

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PricePicture qualityTo useFlashDisplayOnboard memoryPictures

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Attensity Opinion Insights

• Captures and analyzes product opinions from 10,000+ sites

• Consumer, expert, shopping• Census-based, near real-time

Advanced data aggregation & analytic techniques

Automatically captures tone of individual review comments

Ongoing granular level measurement at product SKU

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Delivering Relevant and Actionable Insights• Competitive Benchmarking• Advocacy Trend Analysis• Feature Level Gap Assessment Compared to Competitive Products • Feature Momentum: What’s Changing?• Attribute Metrics: What Do Consumers Care About Most?• Product Drill Down: Understand the Feature Level Strengths and

Weaknesses• Source Favorability: Which Web Sites Have the Most/Least Favorable

Reviews• Source Impact: Which Sites Are Having the Greatest Influence on Buyers?

* Broadcast media collected for AAA only. Broadcast clips are excluded from the chart and table above.

Weighted Advocacy Report• Weighted Net Advocacy – Scores the level of “product advocacy” which is the difference

between the positive and negative advocacy scores. A perfect score is +100 and the lowest possible score is – 100.

• Weighted Positive Advocacy – The ratio of positive comments about a specific product or a feature of a product compared to the number of overall comments. This is then weighted for the intensity of the sentiment and the reach of the source web site.

• Weighted Negative Advocacy – The ratio of negative comments about a specific product or a feature of a product compared to the number of overall comments. This is then weighted for the intensity of the sentiment and the reach of the source web site.

Competitive Net Advocacy Report• Provides a measure of consumer influence on future consumers for a product or

service for a designated time period.

• Compare your advocacy scores against competitors' on an overall or feature level.

• Drill into comments to identify what's driving positive or negative commentary.

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Competitive Net Advocacy Trend• See how your product's advocacy score changes over time as a result of time in

market, product enhancements, marketing programs, etc.

• Compare advocacy ratings against competitors' brands and products over time.

• Drill into comments to identify what's driving positive or negative commentary.

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Competitive Feature Gap Assessment• Side by side feature level advocacy comparison of 2 or more products. • Identify where your brand or product may be lagging behind competitors

and where the opportunities exist to close key gaps.

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Feature Momentum “What’s Changing” Report• Quickly identify significant changes in advocacy measures for a product in a

given time period. • See what dimensions of your and your competitor’s advocacy scores have

changed as a result of product enhancements, marketing programs or competitive initiatives, etc.

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Attribute/Experience “What Matters” Report• Rank orders attributes for a brand, product or group of products based on

how often consumers rate them as a part of their experience.• Understand which product attributes consumers care about.

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Feature Advocacy Drill-Down• Look at the attributes and features of a brand or product in more detail. • Displays advocacy measure and opinion counts for one or more product

attributes and features over a time frame you select. • Isolate where product problems or opportunities are occurring and drill into

verbatims to get at the real drivers behind them.

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Feature Advocacy Drill-Down• Look at the attributes and features of a brand or product over time. • Displays advocacy trends for one or more product attributes and features. • See how a product’s or feature’s net advocacy on specific attributes has

changed as a result of product enhancements, marketing programs or competitive initiatives, etc.

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Source Favorability• Rank order customer opinion sources based on key advocacy measures. • See what sources are feeding the most positive and negative opinions for

the brands, products and attributes/features selected.

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Source Impact• Identifies sites that are having the biggest impact on your customers’

decision process.• Understand which sites present the most and least favorable opinions of

your products.• Use favorability rankings of you and your competition for your online

advertising strategy.

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Attensity Also Provides Full Analyst Services• Initial competitive benchmark

report with analyst insights and executive briefing

• Periodic automated dashboard updates

• Semi-annual Trend Report with analyst insights and executive presentation

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• Customized competitive set

• Issue driver analysis

• Feature influence report

• Source influence

• Recommended Actions

Capture and interpret vast amounts of online review and opinion data — delivering insights that enable you to make better business decisions.

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Key Benefits of Opinion Insights

a Increase productivity Eliminate time and effort to gather and process vital information

Make faster, better decisionsa Quickly gather actionable insights

Reduce customer churna Diagnose product or service problems

Gain competitive advantagea Leverage your product strengths and competitor’s weaknesses

Increase market sharea Focus on what is driving consumer purchase decisions

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04/11/2023

Case Studies• Leading HDTV Manufacturer• Sands Corporation: Venetian Hotel Resort & Casino

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Leading HDTV Manufacturer• Challenge: Achieve tier one standing in the HDTV Marketplace

• Increasingly competitive environment in the US and abroad• Cutting-edge technology rapidly evolving a fast-paced industry• Critical need to increase and maintain customer loyalty

• Solution: Attensity analyzed online opinions for HDTV manufacturer and competitors

• Analyzed 10,000+ expert/consumer reviews posted on the most influential shopping review websites• Benchmark and follow-on studies measured HDTV products vs. competition on key attributes• Measured product advocacy, feature strengths, and areas for improvement

• Results: Gained insights to impact market share through product improvements• Identified opportunities to impact customer satisfaction, competitive position, and overall image

• Focus areas: Sound quality, customer access points, packaging, user materials, and price• Company set benchmarks for monitoring future performance

1

Opinion Insights provided us with a level of insight that we’d never achieved before. We not only confirmed issues we were already aware of, we identified new areas where we can make improvements to further increase our market share.

-CMO HDTV Manufacturer

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Las Vegas Sands Corporation• Challenge: Need to differentiate, adapt to customer feedback more quickly

• More upscale hotel choices and amenities than ever before• Difficult economy reducing customer spending• Savvier and more vocal consumers

• Solution: Attensity analyzed online opinions for the Venetian, Palazzo, and competitors

• Analyzed 30,000+ guest reviews posted on the most influential travel and review websites• Benchmark study measured LSVC properties vs. competition on critical attributes• Measured guest advocacy, property strengths, and areas for improvement

• Results: Insights generate interest and action at highest levels of organization• Identified key areas to improve guest experience

• Suite experience, check-in wait and staff friendliness

• Company set benchmarks from which to monitor future performance

1

The level of insight delivered to us is truly amazing. We were able to pinpoint what aspects of each property received significant positive feedback as well as what needed improvement.

-Rom Hendler, VP Strategic Marketing

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awful warranty repair not family-friendly ugly design someOpinion Insights: Measure What Matters

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Follow us @attensitywww.attensity.com(800) 721-0560