My presentation from the Social media & web analytics innovation conference April 2012 in San Francisco put on by theiegroup.com.
I cover examples of gaining insights on products from social media conversations
Our CI transformational model addresses CI with four stages to deliver on our business objectives. Each of these stages plays a critical role in delivering on customer needs. This will help to close the information asymmetry gap (the gap between what we want to know about our customers and what is “knowable”) Key components of this model Customer interaction – both simple and complex Infrastructure – intelligent plumbing to support interaction and analysis Analytics – 360 degree view of customer Insight usage – applying CI knowledge to our business objectives By using this approach, we will do a better job at growing and retaining our customers, improving our marketing effectiveness, and building hp customer loyalty. July 11, 2012 HP Confidential
Narrative: Customer sentiment is currently locked up in blobs of text – locating deep insights “is like finding a needle in a haystack.” Our two step process makes this easy for us. First, making sense and structure out of the unstructured data, and then second, linking that back to our known transactional world allows us to more quickly find the new insights. HP developed Project Fusion to bring this to life. Key Points: We use proprietary natural language processing and text analytics techniques to score the unstructured data. The scored data highlight potential insights to customer behavior and sentiment We can link scored data back to other structured information and databases for deeper analysis Transition statement: Unstructured data is powerful, but combing it with structured data is even more compelling… July 11, 2012 HP Confidential
Narrative: These two views together become very powerful in minimizing the gap. There are endless possibilities of how to position these to create value, but we are focusing on several strategic initiatives, one of which is new product launch insight. Key Points: These two data sets together are more powerful than either one individually. “The sum is greater than the sum of the parts. “ Transition statement: Let me tell you more about our journey from foundation to analytics… July 11, 2012 HP Confidential