August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
...
August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS USED TO BE SIMPLE
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS HAVE EVOLVED
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
DEVICES HAVE EVOLVED
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
DIGITAL WAS SIMPLE TOO
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
THINGS EVOLVED, AGAIN
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
I NEED CAR INSURANCE
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
GOOGLE EVOLUTION:
I NEED A TRUCK
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
NNGROUP.COM/BOOKS/EYETRACKING-WEB-USABILITY/
August 11–14, 2014 | #CZLSF | @ClickZLive
MISSCONCEPTIONS
August 11–14, 2014 | #CZLSF | @ClickZLive
(I AM A HAPPY CONSUMER)
August 11–14, 2014 | #CZLSF | @ClickZLive
(I AM A HAPPY CONSUMER)
August 11–14, 2014 | #CZLSF | @ClickZLive
WWW.LUMAPARTNERS.COM/LUMASCAPES/
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
LOTS OF NOISE
August 11–14, 2014 | #CZLSF | @ClickZLive
FIGHTING FOR THE CONSUMERS ATTENTION
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
1. Who are our consumers
2. Where are our consumers
3. Are they ready to buy
Now...
August 11–14, 2014 | #CZLSF | @ClickZLive
WE ARE MISSING THE MOST IMPORTANT
THING.
August 11–14, 2014 | #CZLSF | @ClickZLive
WHAT TO SAY!
August 11–14, 2014 | #CZLSF | @ClickZLive
OUR ADVANTAGE
(OVER TRADITIONAL)
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
UNIQUE CONSUMER EXPERIENCES
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
WE HAVE THE LARGEST CONSUMER PANEL IN
THE WORLD
August 11–14, 2014 | #CZLSF | @ClickZLive
THE INTERNET
WHERE CONSUMERS LOVE TO TALK
August 11–14, 2014 | #CZLSF | @ClickZLive
REDEFINE CONSUMER
UNDERSTANDING
August 11–14, 2014 | #CZLSF | @ClickZLive
SOCIAL LISTENING
SEARCH DATA
PANELS
SURVEYS
August 11–14, 2014 | #CZLSF | @ClickZLive
READING…
August 11–14, 2014 | #CZLSF | @ClickZLive
…WHAT THEY THINK & SAY
August 11–14, 2014 | #CZLSF | @ClickZLive
NUMBERS
VS
WORDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LANDING PAGE METRICS
/COUPONS 1,000 VISITS 17% BR
/FEATURES 3,000 VISITS 27% BR
August 11–14, 2014 | #CZLSF | @ClickZLive
WOULDN’T YOU RATHER HAVE
August 11–14, 2014 | #CZLSF | @ClickZLive
“I like the smell”
“very efficient”
“great price”
August 11–14, 2014 | #CZLSF | @ClickZLive
USING LINGUISTICAL ANALYSIS TO
BETTER CONNECT WITH OUR
CONSUMERS
August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE TO START
(2 EXAMPLES)
August 11–14, 2014 | #CZLSF | @ClickZLive
#1
SOCIAL MEDIA
August 11–14, 2014 | #CZLSF | @ClickZLive
#CLZSF
August 11–14, 2014 | #CZLSF | @ClickZLive
#1 GET DATA
https://dev.twitter.com/docs/api/1.1/get/search/tweets
August 11–14, 2014 | #CZLSF | @ClickZLive
#2 PICK A TOOL
http://rapidminer.com/products/rapidminer-studio/
August 11–14, 2014 | #CZLSF | @ClickZLive
#3 BUILD A FLOW
Its easier then it looks
August 11–14, 2014 | #CZLSF | @ClickZLive
SAMPLE FLOW
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
POS FILTER
PATTERN OF SPEECH
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
POS?
WHAT ARE PATTERNS OF SPEECH
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
AMAZING RESULTS
IN TEXT BASED ADS
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
#2
COMPETITIVE INSIGHTS
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
https://snap.stanford.edu/data/web-amazon.html
August 11–14, 2014 | #CZLSF | @ClickZLive
pyOut = {}
for str in kIn['Col0']:
tokens = str.split(':', 1)
if len(tokens):
if...
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
COMPETITOR ATTRIBUTES
August 11–14, 2014 | #CZLSF | @ClickZLive
NEGATIVE ATTRIBUTES
August 11–14, 2014 | #CZLSF | @ClickZLive
LEARNERS / PREDICTORS
1. Keyword tagging by intend
2. Engagement by condition
3....
August 11–14, 2014 | #CZLSF | @ClickZLive
CURRENT PROJECT
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
August 11–14, 2014 | #CZLSF | @ClickZLive
*NON BRANDED, EQUAL EQUITY ETC. VERY OBJECTIONABLE
August 11–14, 2014 | #CZLSF | @ClickZLive
WHERE SHOULD YOU LOOK FOR YOUR
DATA?
- CRM SYSTEM
- CUSTOMER SUPPORT EMAILS
- SU...
August 11–14, 2014 | #CZLSF | @ClickZLive
THANK YOU
QUESTIONS? @NXFXCOM
Upcoming SlideShare
Loading in...5
×

Using linguistic analysis to break through the noise - #CLZSF - Benjamin Spiegel

1,270

Published on

Benjamin Spiegel's presentation on using linguistic analysis to break through the noise. Presented in August at ClickZ Live San Francisco - Questions? @nxfxcom

Published in: Marketing
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
1,270
On Slideshare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
5
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Using linguistic analysis to break through the noise - #CLZSF - Benjamin Spiegel

  1. 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers The Language of Discovery Using linguistic analysis to break through the noise Benjamin Spiegel Managing Director, Strategy @nxfxcom / @GroupMWorldWide
  2. 2. August 11–14, 2014 | #CZLSF | @ClickZLive THINGS USED TO BE SIMPLE
  3. 3. August 11–14, 2014 | #CZLSF | @ClickZLive
  4. 4. August 11–14, 2014 | #CZLSF | @ClickZLive THINGS HAVE EVOLVED
  5. 5. August 11–14, 2014 | #CZLSF | @ClickZLive
  6. 6. August 11–14, 2014 | #CZLSF | @ClickZLive DEVICES HAVE EVOLVED
  7. 7. August 11–14, 2014 | #CZLSF | @ClickZLive
  8. 8. August 11–14, 2014 | #CZLSF | @ClickZLive DIGITAL WAS SIMPLE TOO
  9. 9. August 11–14, 2014 | #CZLSF | @ClickZLive
  10. 10. August 11–14, 2014 | #CZLSF | @ClickZLive
  11. 11. August 11–14, 2014 | #CZLSF | @ClickZLive THINGS EVOLVED, AGAIN
  12. 12. August 11–14, 2014 | #CZLSF | @ClickZLive
  13. 13. August 11–14, 2014 | #CZLSF | @ClickZLive I NEED CAR INSURANCE
  14. 14. August 11–14, 2014 | #CZLSF | @ClickZLive
  15. 15. August 11–14, 2014 | #CZLSF | @ClickZLive
  16. 16. August 11–14, 2014 | #CZLSF | @ClickZLive GOOGLE EVOLUTION: I NEED A TRUCK
  17. 17. August 11–14, 2014 | #CZLSF | @ClickZLive
  18. 18. August 11–14, 2014 | #CZLSF | @ClickZLive
  19. 19. August 11–14, 2014 | #CZLSF | @ClickZLive
  20. 20. August 11–14, 2014 | #CZLSF | @ClickZLive
  21. 21. August 11–14, 2014 | #CZLSF | @ClickZLive
  22. 22. August 11–14, 2014 | #CZLSF | @ClickZLive
  23. 23. August 11–14, 2014 | #CZLSF | @ClickZLive
  24. 24. August 11–14, 2014 | #CZLSF | @ClickZLive NNGROUP.COM/BOOKS/EYETRACKING-WEB-USABILITY/
  25. 25. August 11–14, 2014 | #CZLSF | @ClickZLive MISSCONCEPTIONS
  26. 26. August 11–14, 2014 | #CZLSF | @ClickZLive (I AM A HAPPY CONSUMER)
  27. 27. August 11–14, 2014 | #CZLSF | @ClickZLive (I AM A HAPPY CONSUMER)
  28. 28. August 11–14, 2014 | #CZLSF | @ClickZLive WWW.LUMAPARTNERS.COM/LUMASCAPES/
  29. 29. August 11–14, 2014 | #CZLSF | @ClickZLive
  30. 30. August 11–14, 2014 | #CZLSF | @ClickZLive
  31. 31. August 11–14, 2014 | #CZLSF | @ClickZLive LOTS OF NOISE
  32. 32. August 11–14, 2014 | #CZLSF | @ClickZLive FIGHTING FOR THE CONSUMERS ATTENTION
  33. 33. August 11–14, 2014 | #CZLSF | @ClickZLive
  34. 34. August 11–14, 2014 | #CZLSF | @ClickZLive
  35. 35. August 11–14, 2014 | #CZLSF | @ClickZLive 1. Who are our consumers 2. Where are our consumers 3. Are they ready to buy Now we know things like WHO – WHERE - WHEN
  36. 36. August 11–14, 2014 | #CZLSF | @ClickZLive WE ARE MISSING THE MOST IMPORTANT THING.
  37. 37. August 11–14, 2014 | #CZLSF | @ClickZLive WHAT TO SAY!
  38. 38. August 11–14, 2014 | #CZLSF | @ClickZLive OUR ADVANTAGE (OVER TRADITIONAL)
  39. 39. August 11–14, 2014 | #CZLSF | @ClickZLive
  40. 40. August 11–14, 2014 | #CZLSF | @ClickZLive UNIQUE CONSUMER EXPERIENCES
  41. 41. August 11–14, 2014 | #CZLSF | @ClickZLive
  42. 42. August 11–14, 2014 | #CZLSF | @ClickZLive WE HAVE THE LARGEST CONSUMER PANEL IN THE WORLD
  43. 43. August 11–14, 2014 | #CZLSF | @ClickZLive THE INTERNET WHERE CONSUMERS LOVE TO TALK
  44. 44. August 11–14, 2014 | #CZLSF | @ClickZLive REDEFINE CONSUMER UNDERSTANDING
  45. 45. August 11–14, 2014 | #CZLSF | @ClickZLive SOCIAL LISTENING SEARCH DATA PANELS SURVEYS
  46. 46. August 11–14, 2014 | #CZLSF | @ClickZLive READING…
  47. 47. August 11–14, 2014 | #CZLSF | @ClickZLive …WHAT THEY THINK & SAY
  48. 48. August 11–14, 2014 | #CZLSF | @ClickZLive NUMBERS VS WORDS
  49. 49. August 11–14, 2014 | #CZLSF | @ClickZLive LANDING PAGE METRICS /COUPONS 1,000 VISITS 17% BR /FEATURES 3,000 VISITS 27% BR
  50. 50. August 11–14, 2014 | #CZLSF | @ClickZLive WOULDN’T YOU RATHER HAVE
  51. 51. August 11–14, 2014 | #CZLSF | @ClickZLive “I like the smell” “very efficient” “great price”
  52. 52. August 11–14, 2014 | #CZLSF | @ClickZLive USING LINGUISTICAL ANALYSIS TO BETTER CONNECT WITH OUR CONSUMERS
  53. 53. August 11–14, 2014 | #CZLSF | @ClickZLive WHERE TO START (2 EXAMPLES)
  54. 54. August 11–14, 2014 | #CZLSF | @ClickZLive #1 SOCIAL MEDIA
  55. 55. August 11–14, 2014 | #CZLSF | @ClickZLive #CLZSF
  56. 56. August 11–14, 2014 | #CZLSF | @ClickZLive #1 GET DATA https://dev.twitter.com/docs/api/1.1/get/search/tweets
  57. 57. August 11–14, 2014 | #CZLSF | @ClickZLive #2 PICK A TOOL http://rapidminer.com/products/rapidminer-studio/
  58. 58. August 11–14, 2014 | #CZLSF | @ClickZLive #3 BUILD A FLOW Its easier then it looks
  59. 59. August 11–14, 2014 | #CZLSF | @ClickZLive SAMPLE FLOW
  60. 60. August 11–14, 2014 | #CZLSF | @ClickZLive
  61. 61. August 11–14, 2014 | #CZLSF | @ClickZLive POS FILTER PATTERN OF SPEECH
  62. 62. August 11–14, 2014 | #CZLSF | @ClickZLive
  63. 63. August 11–14, 2014 | #CZLSF | @ClickZLive POS? WHAT ARE PATTERNS OF SPEECH
  64. 64. August 11–14, 2014 | #CZLSF | @ClickZLive
  65. 65. August 11–14, 2014 | #CZLSF | @ClickZLive AMAZING RESULTS IN TEXT BASED ADS
  66. 66. August 11–14, 2014 | #CZLSF | @ClickZLive
  67. 67. August 11–14, 2014 | #CZLSF | @ClickZLive #2 COMPETITIVE INSIGHTS
  68. 68. August 11–14, 2014 | #CZLSF | @ClickZLive
  69. 69. August 11–14, 2014 | #CZLSF | @ClickZLive
  70. 70. August 11–14, 2014 | #CZLSF | @ClickZLive https://snap.stanford.edu/data/web-amazon.html
  71. 71. August 11–14, 2014 | #CZLSF | @ClickZLive pyOut = {} for str in kIn['Col0']: tokens = str.split(':', 1) if len(tokens): if tokens[0] in pyOut: column = pyOut[tokens[0]] else: column = [] column.append(tokens[1].strip()) pyOut.update({tokens[0] : column})
  72. 72. August 11–14, 2014 | #CZLSF | @ClickZLive
  73. 73. August 11–14, 2014 | #CZLSF | @ClickZLive COMPETITOR ATTRIBUTES
  74. 74. August 11–14, 2014 | #CZLSF | @ClickZLive NEGATIVE ATTRIBUTES
  75. 75. August 11–14, 2014 | #CZLSF | @ClickZLive LEARNERS / PREDICTORS 1. Keyword tagging by intend 2. Engagement by condition 3. Most Likely outcomes 4. Ranking Factors Machine learning
  76. 76. August 11–14, 2014 | #CZLSF | @ClickZLive CURRENT PROJECT
  77. 77. August 11–14, 2014 | #CZLSF | @ClickZLive
  78. 78. August 11–14, 2014 | #CZLSF | @ClickZLive
  79. 79. August 11–14, 2014 | #CZLSF | @ClickZLive
  80. 80. August 11–14, 2014 | #CZLSF | @ClickZLive *NON BRANDED, EQUAL EQUITY ETC. VERY OBJECTIONABLE
  81. 81. August 11–14, 2014 | #CZLSF | @ClickZLive WHERE SHOULD YOU LOOK FOR YOUR DATA? - CRM SYSTEM - CUSTOMER SUPPORT EMAILS - SUPPORT FORUM - KNOWLEDGE BASE (BY PV) - RATINGS AND REVIEWS
  82. 82. August 11–14, 2014 | #CZLSF | @ClickZLive THANK YOU QUESTIONS? @NXFXCOM
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×