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Next Generation Marketing Insights - Our Approach
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Next Generation Marketing Insights - Our Approach

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Part I: Next Generation Marketing Insights approach to mining Social Media data to create superior actionable Marketing & Consumer insights. Part II contains project examples

Part I: Next Generation Marketing Insights approach to mining Social Media data to create superior actionable Marketing & Consumer insights. Part II contains project examples

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  • 1. A superior approach to solving Marketing and Insight challenges Consumer Insights using Social Media Conversations Part 1: OurApproach Next-Generation Marketing Insights
  • 2. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved10/6/2013 2 • Consumers are shifting at speeds that challenges marketers to adapt & innovate, while traditional insight techniques are slow to capture these changes and often create biases when decoding what consumers think. • NGMI’s insight techniques provide rigorous solutions to real insight challenges: – Size and trends of concepts & attributes for brand opportunities – What is working and not working with the consumer and why • Our methodology harnesses the massive, unmonitored, and unbiased “big” database of conversations by consumers: social media, transcripts, call centers, focus groups . . . • We will show you how our validated linguistic approach unlocks the consumers’ voice to support faster, economical and actionable insights. NGMI’s Superior Approach To Consumer Insights
  • 3. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved NGMI Synergy Creates Actionable Consumer Insights Stance-Shift Analysis/SEI Unobtrusive Business Intelligence & Modeling Unbiased Consumer Conversations Unmoderated 3 10/6/2013 Insight Driven Opportunities Dashboards to Monitor KPIs & Trends Powerful multi-dimensional data cube
  • 4. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved • Stance-Shift Analysis, published & peer reviewed, reveals what matters to the consumer:  Stance-Shift Analysis measures consumers’ verbal shifts in positioning as they talk.  We capture the emotion, intensity, appraisal and commitment in the context of conversations to uncover the deep subtleties of what’s said. • It enables us to solve what others miss: Size, Trend and New Concepts  Focusing only on what matters: We filter and determine importance through engagement – far superior to simple words/comment frequency.  Consumer trends: We capture the shifts and prioritize getting the trend right, validated through the independent measure of our metrics vs sales. • NGMI’s Semantic Analysis is tuned to detect topics and concepts.  We link these topics to quantified opinions, evaluations and endorsements through adaptive tonality, allowing us to map Strengths, Weaknesses, Opportunities & Threats.  Semantic Engagement Index: SEITM integrates our Stance-Shift Analysis measurement to power consumer insights. Stance-Shift Analysis: Measure What Matters From Consumers’ Own Words 4 10/6/2013
  • 5. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved The correlation to sales over time shows the SEI™ has Predictive Power, some of the correlation studies where conducted by bottomlineanalytics.com 5 SEI™ Captures The Consumer So Well, It Often Correlates To Brand Sales (Validated through independent company studies*)
  • 6. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved I just got my cool new iphone5 from BestBuy, however, I keep getting dropped calls on the Brand X 4G network Topic List • Iphone5 • BestBuy • Brand X • Network - 4G - Dropped calls Positive tonality Negative tonality Flag Brands & Relative Importance Custom coding enabled by Business Intelligence 6 How Stance-Shift Unlocks A Single Comment Engagement
  • 7. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 7 Business Intelligence Clustering & CART Correspondence The Solution Path For Consumer Chaos 10/6/2013 From Millions of Cleaned Targeted Conversations We apply advanced Modeling Techniques Small Pepermint Afternoon Snack 12Pack Great Deal Breakfast yum Large Miss it Get me one Orange on sale Morning Half Priced got coupon Drive Home Vanilla Mocha 8Oz need a hit We Detect Thousands of interesting “nodes” of Consumer information Striving for integrated consumer understanding Clear Topics & Concepts of Importance Emerge Our Supervised Learning Pattern Detection organizes the nodes
  • 8. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Emerging Delivery Form Convenience Brand Leader & Retail Presence Traditional Category Hot Healthy Satisfy/Fun Products Serving Size Price/Promotion Cold Hot Cold 8 Unlocked Consumer’s Voice allows Structured Roadmap Client Brand strong in Large Satisfy /Fun areas, while Segment declining Client Brand opportunity in Healthy & Hot Solutions Most Important Least Important Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume. New Delivery Form solving consumer Convenience needs – more presence needed
  • 9. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved -40 -30 -20 -10 0 10 20 30 40 9 Topics Momentum And Strength Identifies Threats And Opportunities Box size represents SEI variable importance Strength & Performance Grid – Highlights Action Areas 3.5 3.0 2.5 2.0 1.5 1.0 Momentum– SEI Growth Fun + Cold Lower priced & Healthy Build on Strength & Momentum Defend Strategy: Important but declining Low Importance Add Support to Capture Growth/Emerging Opportunity ClientBrand:RelativeStrengthVs.Competition
  • 10. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved NGMI’s Methodology In Academic Publications • Boyd Davis, Charlene Pope, Peyton Mason, et al. (2012). Stance Analysis of African Americans with Diabetes: “It’s a wild thing, waiting to get me”. The Diabetes Educator. • Antonella Capriello, Peyton R. Mason, Boyd Davis and John Crotts (2011). Mining consumer sentiment from blog narratives: An application of three alternative methods. Journal of Business Research. • John Crotts, Boyd Davis and Peyton Mason (2011). Analyzing travel blog content for competitive advantage: Lessons learned in the application of software aided linguistics analysis. In Marianna Sigala (ed) Web 2.0 in Travel, Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate Publishing Ltd. • John Crotts, Peyton Mason and Boyd Davis (2009). Measuring guest satisfaction and competitive position: An application of stance shift analysis of blog narratives. Journal of Travel Research, Vol. 48 (4), 139-151. • Boyd Davis and Peyton Mason (2008). Stance analysis: when people talk in online focus groups. Handbook of Research on Computer Mediated Communication. In S. Kelsey and K. St. Amand (ed). Hershey, PA: Idea Group, Inc. • Peyton Mason and Boyd Davis (2007). More than words: Using stance-shift analysis to identify crucial opinions and attitudes in online focus groups. Journal of Advertising Research 47, 4: 496-506. • Peyton Mason, Boyd Davis and Debora Bosley (2005). Stance Analysis: Social Cues and Attitudes in Online Interaction. Innovations in E-Marketing II. In S. Krishnamurthy, (ed). Hershey: PA: Idea Group. We are leading experts in language analysis using proven cutting-edge methodologies, with widely published peer reviewed academic validation. 10 10/6/2013
  • 11. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Who We Are Contact us at: (201) 497-0048 www.nextgenmi.com What sets us apart? We are best in class and widely published in translating linguistics into practical applications. Partners have a wide and deep experience working for and consulting with leading companies including: Coca-Cola, Home Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across industries. PEYTON MASON, Ph.D. Helped pioneer stance-shift analysis and has extensive market research experience. SCOTT WALKER, MBA Leading role in transforming consumer and quant data into actionable insights and decisions across large and small FMCG companies. JOHN CROTTS, Ph.D. Fulbright Traveling US Scholar, Professor of Hospitality and Tourism Mgt at College of Charleston. Widely recognized in hospitality research and consulting. BOYD DAVIS, Ph.D. Bonnie E. Cone Professor of Teaching, Professor of Applied Linguistics/English. 11 10/6/2013