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

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  • Catherine
  • Catherine
  • Catherine
  • 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.
  • Transcript

    • 1. @twtrcon#twtrcontwtrcon.comsocialmediaatwork.com
    • 2. Thank You to Our Sponsors
      ANCHOR SPONSORS
      PLATINUM SPONSORS
      RESEARCH SPONSOR
      RECEPTION SPONSOR
      GOLD SPONSORS
      SILVER SPONSORS
      Please visit our sponsors and exhibitors during the breaks!
    • 3. Real Time Tools Mini Session
      Maria Ogneva, Director of Social Media, Attensity| @themaria | @Attensity360
    • 4. Attensity360 Overview for TWTRCON
      June 14, 2010
    • 5.
    • 6. Over 10 billion tweets so far.
    • 7. Over 20% of tweets concern products and brands.
      http://live.psu.edu/story/41446
    • 8. There are over 200,000,000blogs
      34%of bloggers post opinions about products and brands
    • 9. The Problem
      Until now, “social media” applications have been largely focused on collecting and tracking customer conversations and leaving the rest up to individuals to do.
      Manually analyze for deeper analysis
      Manually route and respond to individual conversations
      Manually add gleaned knowledge to company knowledgebases
      This approach is not scalable for the enterprise….
    • 10. Demo
      Attensity
      Listen across customer conversation channels
      Analyze accurately and efficiently
      Relate this information to other information
      Act on the information
      We call this the LARA methodology
    • 11. The Social Customer
      Who is talking about me?
      What do they think
      about my company?
      What problems are they having?
      What do they like about me vs.
      the competition?
      What new ideas do they have?
      Who is thinking
      of switching?
      Who is ready to buy?
      11
    • 12. Easy setup
      Proximity operators for
      recall and precision
      balance
      Entities help
      disambiguate queries
    • 13. Benchmark your
      coverage against
      your competition’s…
    • 14. View tweets, posts, news, etc. on a specific topic…
      All in one place
      Displays impact, reach, sentiment for each post
      Sort by date, impact, reach, or sentiment
      Attensity360
    • 15. Prioritize Twitter outreach with user metadata
      and influence metrics.
    • 16. Integrated Engagement
      View full post and
      assign for follow-up;
      Integrates with mail programs
    • 17. Attensity360: Top Influencers Reports
      See where people are
      talking about you
    • 18. See who is
      talking about you
    • 19. …and what they
      have to say
    • 20. See the most common
      terms in conjunction
      with your topic
    • 21. Click to view all
      posts on that topic
    • 22. Demo
      Attensity
      Listen across customer conversation channels
      Analyzeaccurately and efficiently
      Relate this information to other information
      Act on the information
      We call this the LARA methodology
    • 23. Attensity Analyze: Deeper, Cross-Channel Analysis
      Extracts key entities,
      events, relationships,
      actions, purchasing reasons,
      intent and sentiment
    • 24. Demo
      Attensity
      Listen across customer conversation channels
      Analyze accurately and efficiently
      Relate this information to other information
      Act on the information
      We call this the LARA methodology
    • 25. Listen, Analyze, Relate, Act: Data Flows
      Broad Web Coverage
      Through Attensity360
      Attensity
      Analyze
      Server
      Deeper Dive Web Through Attensity Scrape
      Input of Email, surveys, etc Through Attensity Adapters
      Attensity 5 Repository
      Attensity VOC Discover
      Reporting Repository
    • 26. Demo
      Attensity
      Listen across customer conversation channels
      Analyze accurately and efficiently
      Relate this information to other information
      Act on the information
      We call this the LARA methodology
    • 27. Attensity Respond: Scalable, Automated Routing & Response Tracking for All Customer Communications and Channels
      Response
      Management
      Responses can be reviewed by agent before sending
      Hotel hardship refund policy? Email
      “hardship refund” email response auto-generated
      Routed to Customer Service for Follow-up and Resolution
      Service issue tweet
      Attensity “reads” text and extracts knowledge about what the doc is saying
      People
      Places
      Events
      Topics
      Sentiment

      Automatically routed to legal for review
      Thinking of suing posting
    • 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.
    • 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.
    • 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.
    • 31. Listen
      Analyze
      Relate
      Act
      Welcome to the Open Enterprise
    • 32. A Few Words About Attensity
      Over 20 years experience understanding customer conversations in text; 6 patents in natural language processing
      Suite of applications for Social Media Monitoring, Customer Analysis, Response Self-Service/Agent Service and Research
      Over 500 installations worldwide
    • 33. London
      Antwerp
      Paris
      Germany
      Zurich
      Palo Alto
      Salt Lake City
      Washington D.C.
      Global Coverage and Strength

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