#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  How to Create a ProprietaryMeasure Using Social Media DataAnnie PettitVP R...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  •  A single number per brand•  Compare one brand to other brands•  Unique ...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  American Customer Satisfaction Index3
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Net Promoter Score4
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  NPS Method5
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Social Media Mentions (Sample Sizes)60	  10000	  20000	  30000	  40000	  J...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Social Media Sentiment (Box Scores)725%	  45%	  65%	  85%	  Jan	   Feb	   ...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  8Key CharacteristicsWalmart	  Future	  Shop	   McDonalds	  Sephora	  8	  
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Need a better way to compare how______ are delivering on _____.Retailers/E...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Choose the Variables10Characteris>cs	  Future	  Shop	  Macys	   McDonalds	...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  •  Variables must have sufficient data•  Can’t	  build	  a	  model	  based...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  •  Statistical theory•  Regression	  analysis,	  factor	  analysis,	  etc,...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Retailer Experience =6.7 * employees +3.9 * ordering +2.6 * parking +1.9 *...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Raw Scores140	  4000	  8000	  12000	  16000	  Sephora	  Nordstrom	  Barnes...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Validate the Results15•  Does	  my	  gut	  say	  these	  are	  indeed	  th...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Rinse and Repeat161.	  Choose	  variables	  2.	  Choose	  coefficients	  3.	...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  0 to 100 Scale170	  25	  50	  75	  100	  BEST	  Sephora	  Nordstrom	  Barn...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  0 to 10 Scale180	  2	  4	  6	  8	  10	  BEST	  Sephora	  Nordstrom	  Barne...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  -100 to +100 Scale19-­‐100	  -­‐50	  0	  50	  100	  BEST	  Sephora	  Nords...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  •  Evaluate the monthly/quarterly trend	  •  Evaluate more retailers, diff...
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  •  Go beyond traditional socialmedia data•  Be innovativeConclusions21
#RNWebinars	  	  	  	  @LoveStats	  	  	  	  	  Thank you22Questions?annie@conversi>on.com	  hello@conversi>on.com	  
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How to Create a Proprietary Measure Using Social Media Data

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Presentation by: Annie Pettit
(May 2013 Webinar)

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How to Create a Proprietary Measure Using Social Media Data

  1. 1. #RNWebinars        @LoveStats          How to Create a ProprietaryMeasure Using Social Media DataAnnie PettitVP Research Standards, Research NowChief Research Officer, Conversitionannie@conversition.comSocial media research by researchers, for researchers#RNWebinars    @LoveStats          
  2. 2. #RNWebinars        @LoveStats          •  A single number per brand•  Compare one brand to other brands•  Unique to your company•  Gives clients a reason to keep comingback to youWhat is a proprietary measure?2
  3. 3. #RNWebinars        @LoveStats          American Customer Satisfaction Index3
  4. 4. #RNWebinars        @LoveStats          Net Promoter Score4
  5. 5. #RNWebinars        @LoveStats          NPS Method5
  6. 6. #RNWebinars        @LoveStats          Social Media Mentions (Sample Sizes)60  10000  20000  30000  40000  Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  Dollarama   Future  Shop   JCPenney   Meijer   Macys  
  7. 7. #RNWebinars        @LoveStats          Social Media Sentiment (Box Scores)725%  45%  65%  85%  Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  Dollarama   Future  Shop   JCPenney   Meijer   Macys  
  8. 8. #RNWebinars        @LoveStats          8Key CharacteristicsWalmart  Future  Shop   McDonalds  Sephora  8  
  9. 9. #RNWebinars        @LoveStats          Need a better way to compare how______ are delivering on _____.Retailers/ExperienceNot pricing, not selection….Start With A Theory9
  10. 10. #RNWebinars        @LoveStats          Choose the Variables10Characteris>cs  Future  Shop  Macys   McDonalds   Meijer   Sephora   Walmart  Employees     420   1623   2498   601   740   5738  Ordering     1108   549   4040   140   1784   860  WaiNng     214   517   1066   215   360   1045  Checkout  Line     171   893   649   273   187   1961  Crowding     28   198   183   95   50   623  Hours     57   943   1562   457   170   1688  Delivery     38   91   638   18   63   115  Parking     66   700   782   703   6   3401  FiSng  Room     0   93   1   0   0   22  Pre-­‐Orders     694   21   3   4   12   262  Drive  Thru     3   5   3459   29   0   78  Shopping  Cart     3   6   2   84   57   342  Express  Checkout     0   0   1   4   1   74  Self  Checkout     0   2   3   64   6   206  
  11. 11. #RNWebinars        @LoveStats          •  Variables must have sufficient data•  Can’t  build  a  model  based  on  one  person  •  Variables must be relevant to all retailers•  Grocery  stores  don’t  have  change  rooms  •  Clothing  stores  don’t  have  to  worry  about  employees  washing  their  hands  •  Variables must… vary!•  If  a  category  is  too  Nght,  it  is  possible  for  all  the  brands  to  have  the  same  score  •  E.g.,  all  24  hour  shops  have  great  hours  Outline the Model11
  12. 12. #RNWebinars        @LoveStats          •  Statistical theory•  Regression  analysis,  factor  analysis,  etc,  suggest  6  specific  variables  and  their  weights  •  Brain theory•  Your  category  experience  indicates  7  specific  variables  and  their  weights  Apply Theory to the Model12
  13. 13. #RNWebinars        @LoveStats          Retailer Experience =6.7 * employees +3.9 * ordering +2.6 * parking +1.9 * lines +1.8 * store hoursTheoretical Model13
  14. 14. #RNWebinars        @LoveStats          Raw Scores140  4000  8000  12000  16000  Sephora  Nordstrom  Barnes  &  Noble  Bloomingdales  Marks  &  Spencer  Office  Depot  American  Eagle  Oucider  Lowes  Dillards  Hertz  Canadian  Tire  BMO  Abercrombie  Toys  R  Us  Shoppers  Drug  Mart  Meijer  Home  Depot  AVERAGE  Urban  Ouciders  Hollister  JCPenney  Sears  IKEA  Macys  Future  Shop  Kmart  HSBC  Supervalu  OfficeMax  Walgreens  BAC  CVS  Target  Safeway  7eleven  TDCT  Walmart  McDonalds  
  15. 15. #RNWebinars        @LoveStats          Validate the Results15•  Does  my  gut  say  these  are  indeed  the  worst  retailer  experiences?  •  Target  •  Safeway  •  7eleven  •  TDCT  •  Walmart  •  McDonalds  •  Does  my  gut  say  these  are  indeed  the  best  retailer  experiences?  •  Sephora  •  Nordstrom  •  Barnes  &  Noble  •  Bloomingdales  •  Marks  &  Spencer  •  Office  Depot  
  16. 16. #RNWebinars        @LoveStats          Rinse and Repeat161.  Choose  variables  2.  Choose  coefficients  3.  Apply  the  model  4.  Validate  the  results  5.  Con>nue  0.  Start  
  17. 17. #RNWebinars        @LoveStats          0 to 100 Scale170  25  50  75  100  BEST  Sephora  Nordstrom  Barnes  &  Noble  Bloomingdales  Marks  &  Spencer  Office  Depot  American  Eagle  Oucider  Lowes  Dillards  Hertz  Canadian  Tire  BMO  Abercrombie  Toys  R  Us  Shoppers  Drug  Mart  Meijer  Home  Depot  AVERAGE  Urban  Ouciders  Hollister  JCPenney  Sears  IKEA  Macys  Future  Shop  Kmart  HSBC  Supervalu  OfficeMax  Walgreens  BAC  CVS  Target  Safeway  7eleven  TDCT  Walmart  McDonalds  WORST  
  18. 18. #RNWebinars        @LoveStats          0 to 10 Scale180  2  4  6  8  10  BEST  Sephora  Nordstrom  Barnes  &  Noble  Bloomingdales  Marks  &  Spencer  Office  Depot  American  Eagle  Oucider  Lowes  Dillards  Hertz  Canadian  Tire  BMO  Abercrombie  Toys  R  Us  Shoppers  Drug  Mart  Meijer  Home  Depot  AVERAGE  Urban  Ouciders  Hollister  JCPenney  Sears  IKEA  Macys  Future  Shop  Kmart  HSBC  Supervalu  OfficeMax  Walgreens  BAC  CVS  Target  Safeway  7eleven  TDCT  Walmart  McDonalds  WORST  
  19. 19. #RNWebinars        @LoveStats          -100 to +100 Scale19-­‐100  -­‐50  0  50  100  BEST  Sephora  Nordstrom  Barnes  &  Noble  Bloomingdales  Marks  &  Spencer  Office  Depot  American  Eagle  Oucider  Lowes  Dillards  Hertz  Canadian  Tire  BMO  Abercrombie  Toys  R  Us  Shoppers  Drug  Mart  Meijer  Home  Depot  AVERAGE  Urban  Ouciders  Hollister  JCPenney  Sears  IKEA  Macys  Future  Shop  Kmart  HSBC  Supervalu  OfficeMax  Walgreens  BAC  CVS  Target  Safeway  7eleven  TDCT  Walmart  McDonalds  WORST  
  20. 20. #RNWebinars        @LoveStats          •  Evaluate the monthly/quarterly trend  •  Evaluate more retailers, differentindustries, different specialties, differentregions, different target markets    •  Market and sellRe-Test Reliability20
  21. 21. #RNWebinars        @LoveStats          •  Go beyond traditional socialmedia data•  Be innovativeConclusions21
  22. 22. #RNWebinars        @LoveStats          Thank you22Questions?annie@conversi>on.com  hello@conversi>on.com  
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