TWTRCON NY 10 Real-Time Tools: Attensity | Maria Ogneva

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  • Catherine
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  • Because it’s document-centric and relies on keywords, it’s hard with search to get the big picture. How can you look at a set of search results and get answers like “what do people think about my company?” “What problems are they having”? What do they like about me vs my competition? What ideas do they have? Who is thinking of switching and so forth. It’s a very manual process.
  • All of this analysis should be available to you in a rich, graphical environment that lets you explore sentiment and top issues as easily as you can report on sales figures today. So, for example, not only can you see that the top complaints about your hotel are that your hotel is dirty…. It reads through documents, extracts the key entities, relationships, and sentiments from that text, and then gives that text a unique barcode of all of that information that can be used in downstream operations.Text analysis extracts the Entities (brands, people, locations, times, products…) from that sentence, so you can do things like report on how many people are posting about Gucci scarves.Attensity also extracts actions, purchasing reasons, and sentiment…I first bought a Geico policy for my son16 years ago. He really likes the service he’s received, but he ended up cancelling his policy because he decided he didn’t like owning a car now that he lives in San Francisco.Entities (brands, people, locations, times, products…)Events and relationships: action and purchasing reasonSentiment (extreme positive, positive, negative, extreme negative) related on a clausal level[Attensity also can relate the “she” in the second sentence to “mom” in the first : this is called anaphora resolution]I first bought a Geico policy for my son5 years ago. He really liked the service he received, but he ended up cancelling his policy because he decided he didn’t like owning a car now that he lives in San Francisco.I wishGeico offered home insurance policies too. IfGeico offered home insurance, I would buy it in a heartbeat.Entities (brands, people, locations, times, products…)Events and relationshipsSentiment (extreme positive, positive, negative, extreme negative)Suggestions (in this case, one that should be followed up with a sales call!)Intent (to purchase, to leave)
  • Here’s an example of an intent-to-purchase being routed to the sales department. Collaboration features enable multiple people to work to solve the customer’s issues before sending a resolution message.
  • TWTRCON NY 10 Real-Time Tools: Attensity | Maria Ogneva

    1. 1. @twtrcon#twtrcontwtrcon.comsocialmediaatwork.com<br />
    2. 2. Thank You to Our Sponsors<br />ANCHOR SPONSORS<br />PLATINUM SPONSORS<br />RESEARCH SPONSOR<br />RECEPTION SPONSOR<br />GOLD SPONSORS<br />SILVER SPONSORS<br />Please visit our sponsors and exhibitors during the breaks!<br />
    3. 3. Real Time Tools Mini Session<br />Maria Ogneva, Director of Social Media, Attensity| @themaria | @Attensity360 <br />
    4. 4. Attensity360 Overview for TWTRCON<br />June 14, 2010<br />
    5. 5.
    6. 6. Over 10 billion tweets so far.<br />
    7. 7. Over 20% of tweets concern products and brands.<br />http://live.psu.edu/story/41446<br />
    8. 8. There are over 200,000,000blogs<br />34%of bloggers post opinions about products and brands<br />
    9. 9. The Problem<br />Until now, “social media” applications have been largely focused on collecting and tracking customer conversations and leaving the rest up to individuals to do.<br />Manually analyze for deeper analysis<br />Manually route and respond to individual conversations<br />Manually add gleaned knowledge to company knowledgebases<br />This approach is not scalable for the enterprise….<br />
    10. 10. Demo<br />Attensity<br />Listen across customer conversation channels<br />Analyze accurately and efficiently<br />Relate this information to other information<br />Act on the information<br />We call this the LARA methodology<br />
    11. 11. The Social Customer<br />Who is talking about me?<br />What do they think <br />about my company?<br />What problems are they having?<br />What do they like about me vs. <br />the competition?<br />What new ideas do they have?<br />Who is thinking <br />of switching?<br />Who is ready to buy?<br />11<br />
    12. 12. Easy setup<br />Proximity operators for <br />recall and precision <br />balance<br />Entities help <br />disambiguate queries<br />
    13. 13. Benchmark your<br />coverage against<br />your competition’s…<br />
    14. 14. View tweets, posts, news, etc. on a specific topic…<br />All in one place<br />Displays impact, reach, sentiment for each post<br />Sort by date, impact, reach, or sentiment<br />Attensity360<br />
    15. 15. Prioritize Twitter outreach with user metadata <br />and influence metrics.<br />
    16. 16. Integrated Engagement<br />View full post and<br /> assign for follow-up;<br />Integrates with mail programs<br />
    17. 17. Attensity360: Top Influencers Reports<br />See where people are <br />talking about you<br />
    18. 18. See who is<br />talking about you<br />
    19. 19. …and what they <br />have to say<br />
    20. 20. See the most common <br />terms in conjunction <br />with your topic<br />
    21. 21. Click to view all <br />posts on that topic<br />
    22. 22. Demo<br />Attensity<br />Listen across customer conversation channels<br />Analyzeaccurately and efficiently<br />Relate this information to other information<br />Act on the information<br />We call this the LARA methodology<br />
    23. 23. Attensity Analyze: Deeper, Cross-Channel Analysis<br />Extracts key entities, <br />events, relationships,<br />actions, purchasing reasons, <br />intent and sentiment<br />
    24. 24. Demo<br />Attensity<br />Listen across customer conversation channels<br />Analyze accurately and efficiently<br />Relate this information to other information<br />Act on the information<br />We call this the LARA methodology<br />
    25. 25. Listen, Analyze, Relate, Act: Data Flows<br />Broad Web Coverage<br />Through Attensity360<br />Attensity <br />Analyze<br />Server<br />Deeper Dive Web Through Attensity Scrape<br />Input of Email, surveys, etc Through Attensity Adapters<br />Attensity 5 Repository<br />Attensity VOC Discover<br />Reporting Repository<br />
    26. 26. Demo<br />Attensity<br />Listen across customer conversation channels<br />Analyze accurately and efficiently<br />Relate this information to other information<br />Act on the information<br />We call this the LARA methodology<br />
    27. 27. Attensity Respond: Scalable, Automated Routing & Response Tracking for All Customer Communications and Channels<br />Response<br />Management<br />Responses can be reviewed by agent before sending<br />Hotel hardship refund policy? Email<br />“hardship refund” email response auto-generated<br />Routed to Customer Service for Follow-up and Resolution<br />Service issue tweet<br />Attensity “reads” text and extracts knowledge about what the doc is saying<br />People<br />Places<br />Events<br />Topics<br />Sentiment <br />…<br />Automatically routed to legal for review<br />Thinking of suing posting<br />
    28. 28. For example, here you can see a unanswered “cry for help” being routed to a customer service agent for response. They can see the message, and can click to respond quickly.<br />
    29. 29. Here’s an example of an intent-to-purchase being routed to the sales department. Collaboration features enable multiple people to work to solve the customer’s issues before sending a resolution message.<br />
    30. 30. Within the system, you can also respond directly to the poster on the forum with a simple “click to post”. The system can suggest a response based on your corporate knowledgebase or you can create a response on your own.<br />
    31. 31. Listen<br />Analyze<br />Relate<br />Act<br />Welcome to the Open Enterprise<br />
    32. 32. A Few Words About Attensity<br />Over 20 years experience understanding customer conversations in text; 6 patents in natural language processing<br />Suite of applications for Social Media Monitoring, Customer Analysis, Response Self-Service/Agent Service and Research<br />Over 500 installations worldwide<br />
    33. 33. London<br />Antwerp<br />Paris<br />Germany<br />Zurich<br />Palo Alto<br />Salt Lake City<br />Washington D.C.<br />Global Coverage and Strength<br />

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