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S o c ia l in t e l l ig e n c e :
                                        a p p l y in g n e w in s ig h t s
                                                t o b u s in e s s



M ic h a e l P r o c o p io
@ M ic h a e l P r o c o p io
L in k e d In .c o m /in /M ic h a e l P r o c o p io
1©C o p ©C oigphytr 2 0 1 t 02H e1 w lH et w -P a c k aa cd k D ervd e D e v e leonptmCeonm pCa nmyp, a .P y , L .P .
        yr          ig h      0 0 e t l e t t -P r a                   lo pm               t o        Ln .
C u s t o m e r In t e l l ig e n c e T r a n s f o r m a t io n
    Mo d e l
    Tr an s ac t
    io n s                      Demo grap
                                h ic
                                         S y n d ic a t e d
                                                                                    P r im a r             S o c ia l   D y n a m ic                               Gr o w a n d
                                                                                    y                      M e d ia     Pr e f e r e                                  R e t a in
                                                                                    Re s e a r                          nces                                           your
                                                                                    ch                                                                             Cu s t o m e r
                                                                                                                                                                           s
                                                                                                                                                                    Im p r o v e
                                                                                                                                                         360       M a r k e t in g
                            Information Asymmetry                                                                                      In f r a s t   Cu s t o m
                                                                                                                                                      e r V ie w
                                                                                                                                                                   E f f e c t iv e
                                                                                                                                       ructure                         nes s
                                                                                                                                                                       B u il d
                                                                                                                                                                      Br a n d
                                                                                                                                                                    Lo y a l t y
                                                                                                                                                                     Be y o n d
                                                                                 Un s t r u c t                                                                      Re a s o n
                                                                          Us e r                                          D ig it a l
                                                             In D ir e c            ured
                               Py s c h o g r                            Survey                                            Br e a d
                                                             t                      Data
                               a p h ic                                                                                   Cr u m b s
                                                             Ch an n e
       To u c h                                              l
       H is t o r y
2    ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
R e s e a r c h q u e s t io n s
                                                                                                          Fo c u
W e d e v e l o p e d t w o h y p o t h e s is t o                                                        s
t e s t t h e b u s in e s s b e n e f it s f o r
t h e p r o je c t

                   H y p o t h e s is
    #1 A strong med ia signal for a prod uct
    may lead to increased sales/registrations.

    #2 A strong negative pol  arity in med ia
    signal for a prod uct may lead to increased
    support tickets.

3   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
M a k in g s e n s e o f u n s t r u c t u r e d d a t a

    “I d o n ’t k n o w w h a t p e o p l e a r e c o m p l a in in g a b o u t
    r e g a r d in g t h e s o f t w a r e b u t it in s t a l l e d
    s e a m l e s s l y a n d is in t u it iv e in it s o p e r a t io n s . E v e n
    t h o u g h I a m d is s a t is f ie d w it h t h e p a p e r t r a y a l l
    t o g e t h e r I a m h a p p y w it h t h is p r in t e r .”
                                         Sentiment                                                         Attributes



                       Attributes


                        Measures

4    ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
M in im iz in g t h e k n o w l e d g e g a p w it h
m e r g in g u n s t r u c t u r e d w it h s t r u c t u r e d
d ata                                          P r o d u c t P r o f il e


                                                                                                                         Behavior
      #purc h as es                               #                  # s e r v ic e                 prod uct
                                            t ic k e t s              o rd ers                    lau n c h d ate
        2 ,1 3 1 ,5 1 7                         85 6                        98                    1 0 /1 /2 0 1 0
                                                                                                                           •S a l e s
                                              STRUCTURED DB                                                                •Fr e q u e n c y
                                                        Product ID                                                         • Va l u e           Pr o d u c t
                                                                                                                           • S e r v ic e      Un d e r s t a n
                                                                                                                                                   d in g

                                                        Product ID                                                       Perception
                                            UNSTRUCTURED DB
                                                                                                                          •
         C a r t r id g e                     Pa p e r                   P r ic e                         P r in t e r
                                              Tr a y                                                                      S e n t im e n t
                   0                              +1                         -1                               +1          •
                                                                                                                          In t e n t io n s
5   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .                   •
F in d in g s – H y p o t h e s is A
    Hyp o t h e                                                                                                        D r iv
    s is A strong med ia signal for a prod uct
    #1                                                                                                           Consumerr& Prof Reviews,
                                                                                                                       e s
    may l  ead to increased                                                                                      Consumer & Prof Ratings,
    sal es/registrations.                                                                                        Rating Source*
     Data
                                             Products                                                               Data Reviewed
                                                                                                           384 Consumer reviews from
P h o t o s m a r t p r in t e r 1                                                                         Amazon, CNET and HP Forums
                                                                                                            6 Professional reviews from
P h o t o s m a r t p r in t e r 2                                                                         CNET, PC World
                                                                                                            51 5K purchases
6    ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
F in d in g s – H y p o t h e s is #1 –
     A s t r o n g m e d ia s ig n a l f o r a
P h o t o psrm d u ctt A a y l e a d t o
              oar       m                                                                                              Analys is Res ults
                  in c r e a s e d
         s a l e s /r e g is t r a t io n s .                                                                         r = 0 .5 8
                                                                                                                      r = 0 .7 2 (e x c l u d e s
                                                                                                                      h o l id a y s e a s o n )

                                                                                                                      •M e d iu m t o h ig h
                                                                                                                      level o f
                                                                                                                      C o r r e l a t io n

                                                                                                                      •M e d ia s ig n a l f r o m
                                                                                                                      consumer forums
                                                                                                                      ten d s to fo llo w
                  Pu r c h a s e s                                                        W e ig h t e d R a t in g   purch as e tren d s
                                                                                          (C o n s u m e r +
7   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
                                                                                          P r o f e s s io n a l )
A strong med ia signal for a
F in d in g s – H y p o t h e s is #1                                                                                product may l ead to
                                                                                                                           increased
Ph o t o s m a r t B                                                                                      .
                                                                                                                      sales/registrations

                                                                                                                    Analys is Res ults
                                                                                                              r = 0 .5 9
                                                                                                              r = 0 .9 6 (e x c l u d e s
                                                                                                              h o l id a y s e a s o n )

                                                                                                              •M e d iu m t o h ig h l e v e l
                                                                                                              o f C o r r e l a t io n

                                                                                                              •M e d ia s ig n a l f r o m
                                                                                                              consumer forums
                   Pu r c h a                               W e ig h t e d R a t in g                         ten d s to fo llo w
                   ses                                      (C o n s u m e r +                                purch as e tren d s
8   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
                                                            P r o f e s s io n a l )
Hypo t h
     Hypothesis                                                                                              e s is
    A strong med ia signal for a                                                                          P a a t ia sl
                                                                                                          Str tu
    product may lead to increased                                                                             ly
    sal / registrations.
       es                                                                                                 C o n f ir m
                                                                                                              ed      Possible Business Application
     Analysis/Findings                                                                                                • O p p o r t u n it ie s f o r
                                                                                                                        O u t b o u n d M a r k e t in g
       • M o d e r a t e C o r r e l a t io n                                                                           O p t im iz a t io n (m a r k e t in g
         b e t w e e n o v e r a l l m e d ia                                                                           m ix – s p e n d , a u d ie n c e ,
         s ig n a l a n d s a l e s t r e n d s                                                                         ch an n el)

       • S t r o n g C o r r e l a t io n                                                                             • In c r e a s e d s a l e s a n d
         w h e n a d ju s t e d f o r                                                                                   o p e r a t io n s f o r e c a s t
                                                                                                                        a c c u r a c y b y m o n it o r in g
         s e a s o n a l it y
9   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .                 a n d m e a s u r in g
F in d in g s – H y p o t h e s is #2 A strong negative polarity in
                                      med ia signal for a prod uct may
– Ph o t o s m a r t A               lead to increased support tickets

                                                                                                           Analys is Res ults
                                                                                                      r = — 0 .6 2 (O v e r a l l
                                                                                                       p r o d u c t q u a l it y )
                                                                                                      r = — 0 .9 5 (P r in t
                                                                                                       Q u a l it y )

                                                                                                      • H ig h C o r r e l a t io n

                                                                                                      • C o r r e l a t io n
                                                                                                        strength
       T ic k e t s /P u r                                          Co n s u m e r                      in c r e a s e s a s t h e
       ch as e                                                      n e g a t iv e                      a t t r ib u t e
 1 0   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v sl o p m e nt Cim p e n n, Lt .
                                                                    e e n t o m a y .P                  g r a n u l a r it y
F in d in g s – H y p o t h e s is #2 A strong negative polarity in
                                      –
Ph o t o s m a r t B                  med ia signal for a prod uct
                                                                                                                 may lead to increased
                                                                                                                 support tickets.

                                                                                                                             Analys is Res ults
                                                                                                                          r = — 0 .9
                                                                                                                           (O v e r a l l
                                                                                                                           prod uct
                                                                                                                           q u a l it y )
                                                                                                                          r = — 0 .7 (P r in t
                                                                                                                           Q u a l it y )
             T ic k e t s /P u r c h a s e                                      C o n s u m e r n e g a t iv e
                                                                                s e n t im e n t
                                                                                                                          • H ig h
1 1   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
                                                                                                                            C o r r e l a t io n
F in d in g s – H y p o t h e s is #2
         Hyp o t h es i                                                                                             D r iv e r s
         s
A strong negative polarity in med ia signal                                                                  • Consumer
for a product may lead to increased                                                                            Sentiment Score
                                                                                                             • Prod uct
support tickets.                                                                                               Attributes

                                                                                                            Dat
                                                                                                            a
                                               Products                                                                                  Data Reviewed
                                                                                                                   384 Consumer reviews and sentiment
P h o t o s m a r t P r in t e r 1
                                                                                                                  from Amazon, CNET and HP Forums
P h o t o s m a r t P r in t e r 2
                                                                                                                   54K Service tickets
                                                                                     Co n c lu s i
  Hypothesis Status                                                      Analysis/Findingss
                                                                                     on                                                   Possible Business Application
                                                S t r o n g c o r r e l a t io n b e t w e e n                      O p e r a t io n a l E f f ic ie n c y : i.e . m a n a g in g t h e

  Confirmed
                                                 n e g a t iv e m e d ia s ig n a l a n d c u s t o m e r             Cu s t o m e r s u p p o r t r e s o u r c e s b as e d o n
                                                 s upp o rt c alls .                                                  c o n s u m e r s e n t im e n t s
      ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
1 2
                                                                                                                     P r o a c t iv e P r o d u c t q u a l it y v a l id a t io n a n d
D EMO 1




1 3   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 2 – VAL U E F O R M O N E Y




1 4   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 3 – R E M O V E T W IT T E R




1 5   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D EMO 4




1 6   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 5 – R E M O V E VAL U E F O R M O N E Y




1 7   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 6 – B R AN D P O S IT IO N




1 8   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 7 – T IE T O IN T E R N AL D ATA




1 9   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
D E M O 8 – F IN D AD VO C A E S
                            T




20   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
S o c ia l In t e l l ig e n c e                                                                           Th e w a r r a n t y &
s N H AN C E n AR R AN T Y &
E o l u t io W                                                                                             c l a im s , q u a l it y
C L AIM S M AN AG E M E N T                                                                                man agemen t an d
W IT H S O C IAL                                                                                           pro d uct d evelo pmen t
IN T E L L IG E N C E                                                                                      d epartmen ts
P R IM AR Y E U R O P E AN
                                                                                                           g a t h e r e d in f o r m a t io n
AU T O M O T IV E M AN U F AC T U R E R
                                                                                                           r e l a t e d t o q u a l it y
                                 S it u a t io n                                                           is s u e s a n d p r o d u c t
                                                                                                           d efects through the
                                                                                                           w arran ty pro ces s .
                                                                                                           •T im e d e l a y in g e t t in g
                                                                                                           d ata
21   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .   •L a b o r in t e n s iv e t o
S o c ia l In t e l l ig e n c e
s o l u t io n
                                 S o l u t io n                                                                           Re s u l t s

 E n h a n c e e x is t in g                                                                               M o r e e f f e c t iv e
  s e a r c h a n d a n a l y s is                                                                           a n a l y s is o f
  p l a t f o r m w it h S o c ia l                                                                          s truc tured an d
  M e d ia d a t a                                                                                           unstructured
 Ea s e o f u s e f r o n t e n d ,                                                                         in f o r m a t io n
  l ik e “G o o g l e ” s e a r c h .                                                                       Id e n t if y in g p o t e n t ia l
 En a b l e u s e r s t o d o                                                                               d e f e c t s a n d q u a l it y
  in t u it iv e r o o t c a u s e                                                                           is s u e s o v e r a m o n t h
  a n a l y s is , id e n t if y in g                                                                        e a r l ie r t h r o u g h
  c a u s e c o n n e c t io n s                                                                             s o c ia l m e d ia
  betw een w arran ty                                                                                        in f o r m a t io n
  c a s e s a n d S o c ia l M e d ia
 22   ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
                                                                                                            U n d e r s t a n d in g
T h a n k Yo u

                                                                 Yo u r
                                                         @q u h a e t P r on o p?
                                                           M ic e s l io c s io
                                 L in k e d In .c o m /in /M ic h a e l P
23                                              r o c o p io
     ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .

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Social media & web analytics innovation procopio-2012-04

  • 1. S o c ia l in t e l l ig e n c e : a p p l y in g n e w in s ig h t s t o b u s in e s s M ic h a e l P r o c o p io @ M ic h a e l P r o c o p io L in k e d In .c o m /in /M ic h a e l P r o c o p io 1©C o p ©C oigphytr 2 0 1 t 02H e1 w lH et w -P a c k aa cd k D ervd e D e v e leonptmCeonm pCa nmyp, a .P y , L .P . yr ig h 0 0 e t l e t t -P r a lo pm t o Ln .
  • 2. C u s t o m e r In t e l l ig e n c e T r a n s f o r m a t io n Mo d e l Tr an s ac t io n s Demo grap h ic S y n d ic a t e d P r im a r S o c ia l D y n a m ic Gr o w a n d y M e d ia Pr e f e r e R e t a in Re s e a r nces your ch Cu s t o m e r s Im p r o v e 360 M a r k e t in g Information Asymmetry In f r a s t Cu s t o m e r V ie w E f f e c t iv e ructure nes s B u il d Br a n d Lo y a l t y Be y o n d Un s t r u c t Re a s o n Us e r D ig it a l In D ir e c ured Py s c h o g r Survey Br e a d t Data a p h ic Cr u m b s Ch an n e To u c h l H is t o r y 2 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 3. R e s e a r c h q u e s t io n s Fo c u W e d e v e l o p e d t w o h y p o t h e s is t o s t e s t t h e b u s in e s s b e n e f it s f o r t h e p r o je c t H y p o t h e s is #1 A strong med ia signal for a prod uct may lead to increased sales/registrations. #2 A strong negative pol arity in med ia signal for a prod uct may lead to increased support tickets. 3 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 4. M a k in g s e n s e o f u n s t r u c t u r e d d a t a “I d o n ’t k n o w w h a t p e o p l e a r e c o m p l a in in g a b o u t r e g a r d in g t h e s o f t w a r e b u t it in s t a l l e d s e a m l e s s l y a n d is in t u it iv e in it s o p e r a t io n s . E v e n t h o u g h I a m d is s a t is f ie d w it h t h e p a p e r t r a y a l l t o g e t h e r I a m h a p p y w it h t h is p r in t e r .” Sentiment Attributes Attributes Measures 4 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 5. M in im iz in g t h e k n o w l e d g e g a p w it h m e r g in g u n s t r u c t u r e d w it h s t r u c t u r e d d ata P r o d u c t P r o f il e Behavior #purc h as es # # s e r v ic e prod uct t ic k e t s o rd ers lau n c h d ate 2 ,1 3 1 ,5 1 7 85 6 98 1 0 /1 /2 0 1 0 •S a l e s STRUCTURED DB •Fr e q u e n c y Product ID • Va l u e Pr o d u c t • S e r v ic e Un d e r s t a n d in g Product ID Perception UNSTRUCTURED DB • C a r t r id g e Pa p e r P r ic e P r in t e r Tr a y S e n t im e n t 0 +1 -1 +1 • In t e n t io n s 5 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . •
  • 6. F in d in g s – H y p o t h e s is A Hyp o t h e D r iv s is A strong med ia signal for a prod uct #1 Consumerr& Prof Reviews, e s may l ead to increased Consumer & Prof Ratings, sal es/registrations. Rating Source* Data Products Data Reviewed 384 Consumer reviews from P h o t o s m a r t p r in t e r 1 Amazon, CNET and HP Forums  6 Professional reviews from P h o t o s m a r t p r in t e r 2 CNET, PC World  51 5K purchases 6 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 7. F in d in g s – H y p o t h e s is #1 – A s t r o n g m e d ia s ig n a l f o r a P h o t o psrm d u ctt A a y l e a d t o oar m Analys is Res ults in c r e a s e d s a l e s /r e g is t r a t io n s . r = 0 .5 8 r = 0 .7 2 (e x c l u d e s h o l id a y s e a s o n ) •M e d iu m t o h ig h level o f C o r r e l a t io n •M e d ia s ig n a l f r o m consumer forums ten d s to fo llo w Pu r c h a s e s W e ig h t e d R a t in g purch as e tren d s (C o n s u m e r + 7 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . P r o f e s s io n a l )
  • 8. A strong med ia signal for a F in d in g s – H y p o t h e s is #1 product may l ead to increased Ph o t o s m a r t B . sales/registrations Analys is Res ults r = 0 .5 9 r = 0 .9 6 (e x c l u d e s h o l id a y s e a s o n ) •M e d iu m t o h ig h l e v e l o f C o r r e l a t io n •M e d ia s ig n a l f r o m consumer forums Pu r c h a W e ig h t e d R a t in g ten d s to fo llo w ses (C o n s u m e r + purch as e tren d s 8 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . P r o f e s s io n a l )
  • 9. Hypo t h Hypothesis e s is A strong med ia signal for a P a a t ia sl Str tu product may lead to increased ly sal / registrations. es C o n f ir m ed Possible Business Application Analysis/Findings • O p p o r t u n it ie s f o r O u t b o u n d M a r k e t in g • M o d e r a t e C o r r e l a t io n O p t im iz a t io n (m a r k e t in g b e t w e e n o v e r a l l m e d ia m ix – s p e n d , a u d ie n c e , s ig n a l a n d s a l e s t r e n d s ch an n el) • S t r o n g C o r r e l a t io n • In c r e a s e d s a l e s a n d w h e n a d ju s t e d f o r o p e r a t io n s f o r e c a s t a c c u r a c y b y m o n it o r in g s e a s o n a l it y 9 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . a n d m e a s u r in g
  • 10. F in d in g s – H y p o t h e s is #2 A strong negative polarity in med ia signal for a prod uct may – Ph o t o s m a r t A lead to increased support tickets Analys is Res ults r = — 0 .6 2 (O v e r a l l p r o d u c t q u a l it y ) r = — 0 .9 5 (P r in t Q u a l it y ) • H ig h C o r r e l a t io n • C o r r e l a t io n strength T ic k e t s /P u r Co n s u m e r in c r e a s e s a s t h e ch as e n e g a t iv e a t t r ib u t e 1 0 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v sl o p m e nt Cim p e n n, Lt . e e n t o m a y .P g r a n u l a r it y
  • 11. F in d in g s – H y p o t h e s is #2 A strong negative polarity in – Ph o t o s m a r t B med ia signal for a prod uct may lead to increased support tickets. Analys is Res ults r = — 0 .9 (O v e r a l l prod uct q u a l it y ) r = — 0 .7 (P r in t Q u a l it y ) T ic k e t s /P u r c h a s e C o n s u m e r n e g a t iv e s e n t im e n t • H ig h 1 1 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . C o r r e l a t io n
  • 12. F in d in g s – H y p o t h e s is #2 Hyp o t h es i D r iv e r s s A strong negative polarity in med ia signal • Consumer for a product may lead to increased Sentiment Score • Prod uct support tickets. Attributes Dat a Products Data Reviewed  384 Consumer reviews and sentiment P h o t o s m a r t P r in t e r 1 from Amazon, CNET and HP Forums P h o t o s m a r t P r in t e r 2  54K Service tickets Co n c lu s i Hypothesis Status Analysis/Findingss on Possible Business Application  S t r o n g c o r r e l a t io n b e t w e e n  O p e r a t io n a l E f f ic ie n c y : i.e . m a n a g in g t h e Confirmed n e g a t iv e m e d ia s ig n a l a n d c u s t o m e r Cu s t o m e r s u p p o r t r e s o u r c e s b as e d o n s upp o rt c alls . c o n s u m e r s e n t im e n t s ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . 1 2  P r o a c t iv e P r o d u c t q u a l it y v a l id a t io n a n d
  • 13. D EMO 1 1 3 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 14. D E M O 2 – VAL U E F O R M O N E Y 1 4 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 15. D E M O 3 – R E M O V E T W IT T E R 1 5 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 16. D EMO 4 1 6 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 17. D E M O 5 – R E M O V E VAL U E F O R M O N E Y 1 7 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 18. D E M O 6 – B R AN D P O S IT IO N 1 8 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 19. D E M O 7 – T IE T O IN T E R N AL D ATA 1 9 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 20. D E M O 8 – F IN D AD VO C A E S T 20 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .
  • 21. S o c ia l In t e l l ig e n c e Th e w a r r a n t y & s N H AN C E n AR R AN T Y & E o l u t io W c l a im s , q u a l it y C L AIM S M AN AG E M E N T man agemen t an d W IT H S O C IAL pro d uct d evelo pmen t IN T E L L IG E N C E d epartmen ts P R IM AR Y E U R O P E AN g a t h e r e d in f o r m a t io n AU T O M O T IV E M AN U F AC T U R E R r e l a t e d t o q u a l it y S it u a t io n is s u e s a n d p r o d u c t d efects through the w arran ty pro ces s . •T im e d e l a y in g e t t in g d ata 21 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . •L a b o r in t e n s iv e t o
  • 22. S o c ia l In t e l l ig e n c e s o l u t io n S o l u t io n Re s u l t s  E n h a n c e e x is t in g M o r e e f f e c t iv e s e a r c h a n d a n a l y s is a n a l y s is o f p l a t f o r m w it h S o c ia l s truc tured an d M e d ia d a t a unstructured  Ea s e o f u s e f r o n t e n d , in f o r m a t io n l ik e “G o o g l e ” s e a r c h . Id e n t if y in g p o t e n t ia l  En a b l e u s e r s t o d o d e f e c t s a n d q u a l it y in t u it iv e r o o t c a u s e is s u e s o v e r a m o n t h a n a l y s is , id e n t if y in g e a r l ie r t h r o u g h c a u s e c o n n e c t io n s s o c ia l m e d ia betw een w arran ty in f o r m a t io n c a s e s a n d S o c ia l M e d ia 22 ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P . U n d e r s t a n d in g
  • 23. T h a n k Yo u Yo u r @q u h a e t P r on o p? M ic e s l io c s io L in k e d In .c o m /in /M ic h a e l P 23 r o c o p io ©C o p y r ig h t 2 0 1 0 H e w l e t t -P a c k a r d D e v e l o p m e n t C o m p a n y , L .P .

Editor's Notes

  1. July 11, 2012 HP Confidential
  2. 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
  3. 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
  4. 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
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  10. July 11, 2012 HP Confidential