Churnbar tweet classification

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Case Study: social search, sentiment analysis, and classification, using Churnbar tools (http:://churnbar.com)

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Churnbar tweet classification

  1. 1. ChurnBar<br />
  2. 2. ©ChurnBar Limited 2011<br />2<br />Why?<br />Sky (2008) <br /><ul><li>CAC: £442
  3. 3. Churn: 10.3%
  4. 4. Customer: 9.9m
  5. 5. £450.7m
  6. 6. ARPU: £427</li></li></ul><li>©ChurnBar Limited 2011<br />3<br />How does ChurnBar fit with CRM<br />A new insight<br />digitaluniverse<br />ChurnBar<br />customerintelligence<br />digitaltrace<br />CRM<br />Rest ofOperations<br />peoplecustomers<br />product, service, cash<br />
  7. 7. ©ChurnBar Limited 2011<br />4<br />How<br />Technology:<br /><ul><li>Social media search: existing system
  8. 8. Manual Classification: existing systems
  9. 9. Bayesian Classifier or independent probability model: to be developed.
  10. 10. Link to CRM system – to be developed. </li></ul>We will need to work with a CRM operator in order to test the system with real data. <br />
  11. 11. ©ChurnBar Limited ---- churnbar.com<br />5<br />Methodology<br /><ul><li>Collection
  12. 12. Used our unique social media listening tool to collect posts;
  13. 13. Only used Microblogs (twitter and Friendfeed);
  14. 14. 1 week – 19th – 25th July;
  15. 15. Classifier
  16. 16. 200 randomly selected posts classified as positive, neutral, or negative – used to train classifier;
  17. 17. Rest of data fed in - Probabilities output; sorted, max. selected.</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />6<br />Tesco 7514 posts <br /><ul><li>75 negative; 22 high confidence
  18. 18. “@MarpleLeafPoynton residents campaigned fiercly to stop Tesco & won.They weren't anywhere near…”
  19. 19. “RT @Scotty_McTweety : note to self, tesco value plastic spoons are not designed for stirring”
  20. 20. 1541 positive; 422 high confidence
  21. 21. “@ Dan_Phillips93 oh :( Yeah, well I enjoy having to get permission to sell alcohol in tesco ...”
  22. 22. “Nando’sPiriPiri ketchup was 50p not long ago in Tesco. If it still is, get involved.”</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />7<br />Asda 5507 posts<br /><ul><li>168 negative; 57 high confidence (>90%)
  23. 23. “ASDA CHOSEN BY YOU DEEP FILL BACON QUICHE ... Doesn’t actually taste that good. Stop”
  24. 24. “@asda why hasn't my never say never dvd fans directors cut been delivered to my house yet??”
  25. 25. 813 positive; 126 high confidence
  26. 26. “@JaidakissLOOOLsooooo.... i think we needa go asdaim start dancing agen :p ima bad gyal dancer”
  27. 27. “@mattrlfc1 @kendalcallingcostco or asdai reckon! I know its 20 cans of strongbow for 13 quid”</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />8<br />Sainsburys 4509 posts<br /><ul><li>94 negative, 38 high confidence (>90%)
  28. 28. “@ iChazzer I was going to get nesquik powder from sainsburys but thought it was rather expensive “
  29. 29. “in sainsburys while with my gran. Basterd”
  30. 30. 1491 positive, 626 high confidence
  31. 31. “@LouiseStewart No because the middle class shop at quality supermarkets like Sainsbury’s”
  32. 32. “excited about a Sainsbury’s. Yes that’s the one.”</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />9<br />Call / no call<br /><ul><li>Sentiment scoring is status - not actionable.
  33. 33. Sainsbury’s posts classified to call / no call – results offer obvious actions.
  34. 34. Criteria can be: a complaint; an insult - burning down the store; a problem; or a query... not always –ve.
  35. 35. Larger training set needed – low density of “Call” classifications. </li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />10<br />Example call posts<br /><ul><li>“@sainsburys hi can you do another stock check for 10 can coca cola., castle boulevard. went tonight” –
  36. 36. “Had two mishaps at Sainsburys. Pack of Carling collapsed and damaged my little finger.Ouch! Also £6…”
  37. 37. “@abikaylicious but my own always has kokojare. Hmmm. Do they sell poundo flour at sainsburys ? I…”
  38. 38. “@GerryGreek 'THANK YOU for using Sainsburys Self Checkout' (patronising b*tch!). I try 2 run b4….”</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />11<br />People….<br /><ul><li>From search we have username and full name.
  39. 39. Using our tools, we can then find out more about the person.
  40. 40. All of this data to CRM for ACTION by agents.</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />12<br />Things...<br /><ul><li>Classifications can be set up to extract sets of posts about particular issues / events, eg:
  41. 41. Product categories;
  42. 42. Product launches;
  43. 43. Special offers, etc.
  44. 44. Local issues
  45. 45. Competitors</li></li></ul><li>©ChurnBar Limited ---- churnbar.com<br />13<br />Business case...<br /><ul><li>Current:
  46. 46. 1000 texts per supermarket per day (PSPD)
  47. 47. With 10 action items PSPD
  48. 48. Manually classify: (2 microblogs only)
  49. 49. 60 sec per text .
  50. 50. 60k sec (20 hours) PSPD.
  51. 51. Charge out at £40 per hour: £800 PSPD.
  52. 52. £6k/day for UK. £72k/day for Europe. £200K/day for World</li></li></ul><li> Business case…<br /><ul><li>Churnbar:
  53. 53. Automation will reduce costs. People costs are focussed on customer experience.
  54. 54. Drivers for multiple platforms (Facebook etc.) future-proofs investment
  55. 55. Make this activity practical (reading these texts is mind numbing) for volume brands with 1:100 signal to noise.
  56. 56. Sentiment classifiers make the system scalable.</li>

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