More Related Content Similar to Getting answers without asking questions: Unlocking insights from unstructured data Similar to Getting answers without asking questions: Unlocking insights from unstructured data (20) More from InSites on Stage More from InSites on Stage (20) Getting answers without asking questions: Unlocking insights from unstructured data1. Getting answers
without asking questions:
Welcome to the world
of unstructured data
Saartje Van den Branden
November 13, 2012
© 2012 IBM Corporation
© 2012 IBM Corporation
2. Nice to
meet you!
Saartje Van den Branden,
Senior Research Manager Life
Sciences & Healthcare
I am 29 years old, living in Ghent with my
boyfriend who recently moved back in
saartje@insites-consulting.com after a 1,5 year professional mission in
London. Joined InSites in 2006, proud of
@saartje_VDB
working for the best agency of the
http://be.linkedin.com/in/saartjevandenbranden Netherlands , passionate about listening
to and connecting (with) consumers and
empowered patients.
© 2012 IBM Corporation
3. The power of client data
Information!
Both structured as well as
unstructured
- website contact forms
- hotel evaluation forms
A lot of textual information that
goes to waste
© 2012 IBM Corporation
5. Culture of interviewing
versus culture of caching
Research: asking for content
Content that might already be
available
Embrace and use what is out
there
© 2012 IBM Corporation
7. Welcome to the world of unstructured data
© 2010 IBM Corporation
© 2012 IBM Corporation
8. Text analytics is the process of extracting
knowledge and information from text
© 2012 IBM Corporation
9. Extraction
= What do we want to use in our
analysis and what do we want to
ignore?
© 2012 IBM Corporation © 2010 IBM Corporation
10. STEP 1: extraction
Software detects terms based on
several dictionaries
Count based Linguistic analysis
wants
to
make Part of speech analysis
marketing
research
COOL software
again COOL
Well-known Well-known
popular popular
unique unique
Also add your own terms
© 2012 IBM Corporation
11. Categorization
= Higher level concepts that
represent higher level ideas and
information in the text
© 2012 IBM Corporation © 2010 IBM Corporation
12. APPLICATIONS
versus
DISCOVER MEASURING
© 2012 IBM Corporation
13. APPLICATIONS
versus
DISCOVER MEASURING
Consumer insights & Communication strategy
© 2012 IBM Corporation
14. APPLICATIONS
versus
DISCOVER MEASURING
Consumer insights & Communication strategy
© 2012 IBM Corporation
15. Quality of Life
Longevity
Daily life
impact
Health
problems
© 2012 IBM Corporation
16. 81861
© 2012 IBM Corporation
17. 44 themes
Sentimeter Success factors
Opportunities
Immediate attention
Buzz volume
© 2012 IBM Corporation
18. Sentimeter
Decision Friends
Safety
Religion
Active
Eating
Diagnosis
Transport professional
Dog Clothes Housing
Personal Payment
care Law
Identity
Treatment
Guilt Telephone
call
Buzz volume
© 2012 IBM Corporation
19. • Finding right treatment is not easy
• Tranquilizers &surgery
• Costs
• Unfriendly nurses
• Unpractical bandages
• Never ending treatment
© 2012 IBM Corporation
20. Eating = enjoying life
Health problems Appetite decreases
Chewing Altered taste
Swallowing
© 2012 IBM Corporation
22. APPLICATIONS
versus
DISCOVER MEASURING
Brand / Campaign / Product performance
© 2012 IBM Corporation
23. APPLICATIONS
versus
DISCOVER MEASURING
Brand / Campaign / Product performance
© 2012 IBM Corporation
24. Share brands in total amount of
conversations
Q: To what extent do people mention brands in the online conversations about ice cream?
Total sample = 1327 About brands = 327
ben & Jerry's 31%
Breyers 15%
Total sample 100%
Blue Bunny 12%
conversations
Haägen Dazs 11%
Edy's 11%
Bluebell 10%
Mars 7%
Deyers 6%
Turkey Hill 6%
Brands Kemp 4%
24% Carvel 3%
Unilever 3%
conversations
Zambeedo 2%
Snickers 2%
Skinny Cow 1%
Klondike 1%
Fudgsicle 1%
Drumstick 0%
© 2012 IBM Corporation
25. Sentiment & performance analysis
Average
Emotionality % Positive % Negative rating review
sites
0,73 68% 28% 2,69
N = 101
0,90 81% 52% 1,75
N = 48
© 2012 IBM Corporation
26. Sentiment & performance analysis
Average
Emotionality % Positive % Negative rating review
sites
0,90 81% 52% 1,75
N = 48
• Strengths
– Breyers has a strong tradition. Their vanilla & chocolate flavours are legends
and they always had a strong fan base. People have a lot of trust in the brand
• Weaknesses
– Recently, consumers report a decrease in quality
• Taste
• Texture
• Natural
– Too expensive
© 2012 IBM Corporation
27. APPLICATIONS
versus
DISCOVER MEASURING
Brand / Campaign / Product performance
© 2012 IBM Corporation
28. Evolution YourBrand & Competitor conversations – Launch period Sentiment (positive MINUS negative)
600 Your
The launch of PLATFORM created a PLATFORM was discussed with low brand
Brand Y Platform
peak in YourBrand conversations on Launch emotionality, but on average in a
500 17/12 and 20/12. However, the positive way. Overall, YourBrand’s
conversations faded out quickly online conversations became more
afterwards. In January, there was a positive, but this was a result of other 1,
4
1,
1,
4
1,
1,
4
1, % Positive
new small peak when announced conversation topics becoming more
2 2 2
1, 1, 1,
400 0 0 0
something new, and users hoped it positive (CSR, jobs & campaigns), not 0,
8
0,
8
0,
8
would be a new premium membership. so much because of PLATFORM.
0,
6
0,
0,
6
0,
0,
6
0,
32%
4 4 4
0, 0, 0,
2 2 2
300 0 0 0
- - -
0, 0, 0,
2 2 2
- - -
0, 0, 0,
4 4 4
- - -
0, 0, 0,
6 6 6
- - -
200 0,
8
-
0,
8
-
0,
8
-
1,
0
-
1,
1,
0
-
1,
1,
0
-
1,
% Negative
2 2 2
- - -
1, 1, 1,
4 4 4
100 10%
0.43 0.53 0.33
N = 13033 N = 19123 N = 2432
0 + 0.04 + 0.01
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Telenet 82 108 62 80 129 168 56 172 106 84 47 53 107 40 27 60 551 427 215 334 96 69 94 44 25 50 88 66 64 62 48
Belgacom 75 102 74 24 18 59 41 34 79 71 2 55 75 87 93 82 105 35 29 22 51 37 62 44 22 27 14 57 66 35 18
Positive topics Negative topics
2% Engagement Limited access
(Budget)
PLATFORM conversation topics
Sentimeter
Online game Bugs & errors
Alternatives
5% Music videos Slow loading time
Overall, PLATFORM 1. Easier subscription to
conversations are about become a member. Updates from celebs Initial log-in issues
Other Products
Beta test 8%
the current functions
and the devices on 2. Opening up access-
which Yelo can, or ibility: non-clients Social media sources
Quality
cannot be used. cannot be come a
Occasions
Current member. 2%
Advertisement Content Suggestions to improve 5% 2%
Most of the online
functionality
Launch the product were often 8% 5%
Questions
3. More music content 8%
buzz about
Competitors mentioned as well. PLATFORM
availability with more Twitter
genres. happened on Twitter.
Cocreation Devices The PLATFORM website blogs
Twitter
Blogs were a second
is mentioned in a rather 4. A better TV guide for blogs
popular platform.
Yelo.be
forums
negative way, due to it the platform. forums
Facebook
Facebook only
Improvements being down during the 5. Adding updates daily
Facebook accounted for a very
launch. There are no instead of one per week. small share of the
More relevance of the 85%
85%
Problems true winning themes so PLATFORM
far. updates. conversations.
Volume
85% © 2012 IBM Corporation
29. APPLICATIONS
Beyond user generated content:
Improve PERFORMANCE in other methodologies
© 2012 IBM Corporation
30. 12 online discussion groups
80 participants
63 countries
283 pages of text
© 2012 IBM Corporation
33. DOING SAME THINGS BETTER DOING NEW THINGS PREVIOUSLY NOT
– Similar results in comparison with POSSIBLE
‘traditional qualitative analysis’ – Association networks can easily be made
– Additional confirmation of qualitative – Possibility to make splits on profile of the people
findings that can appeal more to clients
with a more quantitative mind – Extractions of emotions
– Possibility to confirm hypothesis
coming out of qualitative analysis
Automational
DOING THINGS MORE EFFICIENTLY
– Faster info structuring & reporting
(104h vs 164 h traditional)
– Counting brands, product names is
much faster
© 2012 IBM Corporation
36. Review 1: “This is certainly a great car car I consider a top-class buy” buy”
Review 1: “This is certainly a great I consider as as a top-class
Review 2: “This is a potentially great car one one consider buying”
Review 2: “This is a potentially great car may may consider buying”
© 2012 IBM Corporation
38. 54%
© 2012 IBM Corporation
39. 82%
© 2012 IBM Corporation
41. Stay tuned!
Connecting on LinkedIn
We believe in sharing knowledge with
all of our stakeholders. Connecting on Facebook
Become friends with us, visit our blogs,
Free content on Slideshare
download our papers and presentations,
order our books… InSites Consulting blog
The Conversation Manager blog
How cool brands stay hot blog
© 2012 IBM Corporation
42. Stay tuned!
Connecting on LinkedIn
We believe in sharing knowledge with
all of our stakeholders. Connecting on Facebook
Become friends with us, visit our blogs,
Free content on Slideshare
download our papers and presentations,
order our books… InSites Consulting blog
The Conversation Manager blog
How cool brands stay hot blog
© 2012 IBM Corporation