• Noah Powers – Principal Solutions Architect, Customer Intelligence, SAS• Patty Hager – Analytics Manager, Content/Communication/Entertainment, SAS• Suneel Grover – Solutions Architect, Integrated Marketing Analytics & Visualization, SAS – Adjunct Professor, Business Analytics & Data Visualization, New York University (NYU)
The Digital Selfhttp://youtu.be/N17Ck6W73c8?hd=1
Module 3Adaptive Customer Experience
Adaptive Customer Experience Marketing Decisions Customer Experience Analytics Customer Experience Targeting & Personalization Social Media Analytics Case Studies Information Management & Analytics ERP CRM EDW Online Social Other Data Sources
Current Industry Perspectives
Customer Experience Management“A solution that enables the management and delivery of dynamic,targeted, consistent content, offers, products, and interactionsacross digitally enabled consumer touch points."
Social Media, Analytics, & Visualization http://youtu.be/0qt3WpAofI8?hd=1 (Stop Time: 6:32 Time Stamp)
Different Views Of The Social WorldConsumer Mindset The need to be connected and the internet as a way of life Corporate Mistrust and need for alternate advisors Power of the consumer voice and social media as the global soapbox Business Forces Impact of corporate reputation on business health Increased public scrutiny of business Greater fight for loyalty and advocacy Speed of information and brand impacts
Influence On Consumer Buying Process Is Stronger Than Ever • 1.5B+ people online and 1B+ using Social Media Is social media monthly around globe.Impacting Your Brand • Consumers relying on social media and connections to shape buying decisions. • Public evaluation of brands is impacting business health. • The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months. • And the answers and implications of that for your business are in the data…
It’s Important To Engage Customers Where They Are • Social Media is everywhere – it’s not just Facebook and Twitter. • Your customers are there talking about Social Media your brand. Conversations • What are customers saying about you and what impact could that have on your business? Source: The Conversation: Brian Solis and Jess3
Attitudes Toward Social Media The use of social media by our organization 69% will grow significantly Our organization has a significant learning 61% curve to overcome Interest in utilizing social media is growing 57% rapidly within our organizationUntil we can measure social media, it will not be 50% taken seriously Social media is an important component of 46% our overall marketing strategy Use of social media by our organization is a 45% tactical rather than strategic decision Using social media is integral to our overall 42% company goals and strategySocial media has been designated high priority by 32% our organization’s executives It is difficult to see the value of social 29% media for business purposes Social media tools are not very relevant for our 21% business The use of social media for business 11% purposes is a passing fad
Worlds Are Already Colliding…. Search Engine Marketing Website Design/Experience Website E-Commerce Online Campaign Mgmt Analytics Media SocialTV Mix MediaRadio Topic AnalysisPrint Sentiment AnalysisOnline Social Volume AnalysisOut of Home Surveys & Voice of Customer
Social Media Analytics Maturity Model What ROI are we getting on digital campaigns? Have we lowered risk? Social Are we achieving financial and brand-related goals? ScorecardCompetitive Advantage Based on trends, where are conversations going? How can our plan optimize impact on traffic, sales? Planning & Who are the right influencers? Engagement Historic How do today’s online mentions compare to Analysis previous period? … same period 2 years ago? Attributed What are people saying about our customer service? Listening …our product quality? … our prices? …our selection? Basic What are people saying about us? About our competition? Listening Degree of Intelligence
Business Challenges In Social Media • WHAT are consumers saying about your brand? About the• WHERE are consumers talking? competition? • Is volume trending up or down? • WHAT aspects of your business• WHICH sites matter most? drive satisfaction and loyalty?• WHICH sites are more positive? • WHAT questions and unmet Negative? needs emerge? • WHO is creating content about your brand…Journalists? • HOW do perceptions differ Bloggers? Forum members? across the various channels through which customers give you • WHO among these authors is feedback? a threat to reputation? An opportunity for advocacy?
Social Media Analytics Process Flow Listen Engage Leverage• Understand customer • Establish relationship • Deliver value back to sentiment, trends, with “community” and consumers – show that issues and consumer, and gain you heard them opportunities their trust • Leverage insight and• Unearth emerging • Introduce your brand feedback and port back topics, phrases or voice into the across all aspects of your issues relevant to conversation in an business from brand, PR, your business authentic way customer service to marketing
What Matters For Social Media Excellence Data Coverage Establish direct link to multiple data aggregators and proprietary social media channels… and online channels Data Quality & Relevance Higher quality data (manage the signal-to-noise ratio) Relevance of data to business issues Feeds into marketing measurement framework (media mix) Continuously improving accuracy of data processing Sentiment analysis, concept extraction, entity identification Iterate quickly on preliminary results then refine rules Deliver results… deliver ANSWERS Map insights across departments, enterprise
What Matters For Social Media Excellence (2) Focus on quality of data / results Awareness Relevant conversations Consideration » Exclude irrelevant mentions Filtering out noise Intent Focus on action Consumer insights Web Traffic Market insights Store Media insights Traffic Engagement across social channels Sales
Relevant Social Data Blogs Social Platforms• 2M+ blog posts and Multiple years of archived comments online conversation history (where available) Incorporate new websites/data sources asMessage Forums Online News they emerge• 5M unique forum URLs • Coverage of >40,000 traditional media Global organizations need sources support for multiple languages Support both external (blogs, Review Sites Customer Care message boards, reviews, & VOC Data news) and internal text data• >100k reviews and posts per day • Call logs sources (company • Customer Emails • Web chats forums/blogs, survey open- • Survey open-ends ends, call center logs, etc.) • Front-line feedback
Taxonomy/Rule EnginesIndustry BaseRetail BankOnline Retail Language Base Telco English Hospitality Spanish French International Base Source- Anti-Spam German Emoticons driven Places (city, ( ) “Bad Words” state, Twitter & TxtAutomotive vernacular (open country, Speak Japanese Symbols (!!) (like Twitter- region) speak) sourced) …. ….
Classification / Taxonomy Example (Telco) Customer Long hold time; friendly; helpful; rude; Service knowledgeable; impatient Value & great bargain; good deal; lots of minutes for less; Pricing costs too much; cannot believe my bills; too many fees; roaming charges; bundles; triple plays Network spotty coverage; no signal; I get all bars; great sound; Mobile calls dropped Coverage Network TXT messaging; GCASH; Mobile browsing; roaming; Services content downloads; ring tones; nice screen; easy to use; looks great; too confusing; buttons too small Personal Phone nice screen; easy to use; looks great; too confusing;Line of Business Features buttons too small Customer Long hold time; friendly; helpful; rude; Service knowledgeable; impatient; knowledgeable technician Television & Value & great bargain; good deal; costs too much; cannot Broadband Pricing believe my bills; too many fees; nickel and diming for every feature; bundles; triple plays Network Installation process; satellite; cable; IP TV; hazy Services picture; clear resolution
Sentiment Analysis / Classification Approach Taxonomies and Sentiment Analyses should be customized for each customer to ensure best alignment and accuracy possible Is critical to ensure that the raw data collected is cleaned and organized in order to effectively derive insights Important to measure both document-level and attribute-level sentiment using a hybrid of two primary methods: Leverage advanced text analytics Statistical Method (Bayes Algorithm, BM25, Pivoted Length Normalization, Smoothed Relative Frequency and Relative Frequency) Leverage human Rule-Based Method (wide range of Boolean operators used to intelligence & experience develop manual rules for additional control and customization)
Benefits To Social Engagement Enable customer care agents monitoring social media to communicate with consumers in order to…Address the Mitigate or Reinforce a Facilitateconsumer’s respond to customer’s customer service negative positive considerationissues and comments sentiment process questions or threats
Be Part Of The ConversationEnable your organization to participate in onlineconversations by leveraging analytical insights.1. Presents social media messages that are relevant2. Prioritize and dispatch messages to appropriate team members3. View customer information and messages to get a complete context of the conversation4. Collect data regarding the conversation to monitor effectiveness of the interaction5. Apply appropriate treatment to customer concern
Respond To Authors “In Channel”Active feedback channel for events, launches, promotions
This project investigates how social media and online user-generated contentcan be used to enrich the understanding of the changing job conditions in theUS and Ireland by analyzing the moods and topics present in unemployment-related conversations from the open social web and relating them to officialunemployment statistics.Two specific questions were addressed:1. Can online conversations provide an early indicator of impending job losses?2. Can online conversations help policy makers enrich their understanding of the type and sequence of coping strategies employed by individuals?
Sunday Afternoon Preview• Understand how to align activities and resources to strategies and goals• Know how to establish accountability by linking marketing performance to financial measures• Recognize a sound approach to optimizing the marketing mix
Strategy & Planning Marketing Decisions Marketing Mix Optimization Marketing Operations Management Case Studies Information ManagementERP CRM EDW Online Social Other Data Sources