Social media & web analytics innovation procopio-2012-04

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.


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


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

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 +
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
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


D E M O 2 – VAL U E F O R M O N E Y


D E M O 3 – R E M O V E T W IT T E R


D EMO 4


D E M O 5 – R E M O V E VAL U E F O R M O N E Y


D E M O 6 – B R AN D P O S IT IO N


D E M O 7 – T IE T O IN T E R N AL D ATA


D E M O 8 – F IN D AD VO C A E S
T


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
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 .

Social media & web analytics innovation procopio-2012-04

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Editor's Notes