Marketers need to evolve beyond buying eyeballs and clicks. Great marketers help close more sales by listening to their customers. This presentation explains how non-programmers can use machine learning and natural language processing to analyze their customers' feelings, then customize their marketing strategies to address more needs.

1. Unlock Higher Close Rates
With Sentiment Analysis
Resources: WorkshopDigital.com/cta2018

2. Sales are down. What are you doing
about it?? 🤬📉⁉

3. Sales are down. What are you doing
about it?? 🤬📉⁉
Web traffic is up.

4. Sales are down. What are you doing
about it?? 🤬📉⁉
…
Web traffic is up.

5. Sales are down. What are you doing
about it?? 🤬📉⁉
…
CTRs improved 28.42% YoY.
Our ads are killing it!
Web traffic is up.

6. Buying
Traffic

7. Testing
Ads & Offers
Buying
Traffic

8. Testing
Ads & Offers
Optimizing
Landing Pages
Buying
Traffic

9. Testing
Ads & Offers
Optimizing
Landing Pages
Buying
Traffic
Closing More
Sales

10. We forget to
listen
to our customers!

11. Marketing Metrics

12. Prospect and Customer Data
Marketing Metrics

13. <

14. <

16. Paths to purchase.

17. Paths to purchase.
Buying questions.

18. Paths to purchase.
Buying questions.
Competitive intelligence.

19. Paths to purchase.
Buying questions.
Competitive intelligence.
Are they happy?

20. Paths to purchase.
Buying questions.
Competitive intelligence.
Are they happy?
Sales objections.

21. Paths to purchase.
Buying questions.
Competitive intelligence.
Are they happy?
Sales objections.
Points of friction.

22. Paths to purchase.
Buying questions.
Competitive intelligence.
Are they happy?
Sales objections.
Points of friction.
Competing offers.

23. Paths to purchase.
Buying questions.
Competitive intelligence.
Are they happy?
Sales objections.
Points of friction.
Competing offers.
Are they frustrated?

24. Is our marketing working?

25. Are our customers happy?
Is our marketing working?

26. Are we closing more sales?
Are our customers happy?
Is our marketing working?

27. 65%Of people prefer to contact a
business by phone
Source: Invoca Call Intelligence Index
65%

28. 65%Of people prefer to contact a
business by phone
Source: Invoca Call Intelligence Index
24%
65%

29. 65%Of people prefer to contact a
business by phone
Source: Invoca Call Intelligence Index
11%
24%
65%

30. Understand phone
lead quality by
measuring positive
and negative
interactions.
Primary
Objective

31. We can improve
lead quality and
increase sales by
optimizing for call
sentiment.
Hypothesis
#1

32. We can improve
customer experience
by identifying &
acting on positive
and negative
interactions.
Hypothesis
#2

33. Web Search /
Website Visit

34. Web Search /
Website Visit
Phone Call

35. Web Search /
Website Visit
Phone Call
Web Analytics &
Phone Call Tracking

36. Web Search /
Website Visit
Phone Call
Web Analytics &
Phone Call Tracking
CSR /
Sales Conversations

37. Web Search /
Website Visit
Phone Call
Web Analytics &
Phone Call Tracking
CSR /
Sales Conversations
Speech to Text
Transcription

38. Web Search /
Website Visit
Phone Call
Web Analytics &
Phone Call Tracking
CSR /
Sales Conversations
Speech to Text
Transcription
Natural Language
Processing (NLP)

39. Web Search /
Website Visit
Phone Call
Web Analytics &
Phone Call Tracking
CSR /
Sales Conversations
Speech to Text
Transcription
Natural Language
Processing (NLP)

40. Sentiment
0.0-1.0 1.0
(emotion)

41. Sentiment
😁😐🤬
0.0-1.0 1.0
(emotion)

42. Sentiment
😁😐🤬
0.0-1.0 1.0
(emotion)
Magnitude
0.0
∞
(strength of emotion)

43. Sentiment
😁😐🤬
0.0-1.0 1.0
&
🤩
(emotion)
Magnitude
0.0
∞
(strength of emotion)

44. A Wealth Of Data From Each Call

45. A Wealth Of Data From Each Call
Call
Duration

46. A Wealth Of Data From Each Call
Call
Duration
Agent / Caller
Ratio

47. A Wealth Of Data From Each Call
Call
Duration
Agent / Caller
Ratio
Traffic Source
& Keyword

48. A Wealth Of Data From Each Call
Call
Duration
Agent / Caller
Ratio
Traffic Source
& Keyword
Caller
ID

49. A Wealth Of Data From Each Call
Call
Duration
Agent / Caller
Ratio
Traffic Source
& Keyword
Caller
ID
Ring
Duration

50. A Wealth Of Data From Each Call
Call
Duration
Agent / Caller
Ratio
Traffic Source
& Keyword
Caller
ID
Ring
Duration
Call
Status

51. Fix a caller’s problem the first time.
1st Call 2nd Call 3rd Call 4th Call 5th Call
😁
😐
🤬
n=11,565 calls

52. Fix a caller’s problem the first time.
1st Call 2nd Call 3rd Call 4th Call 5th Call
😁
😐
🤬
n=11,565 calls

53. Fix a caller’s problem the first time.
1st Call 2nd Call 3rd Call 4th Call 5th Call
😁
😐
🤬
n=11,565 calls

54. Fix a caller’s problem the first time.
Repeat callers are
more negative and
more emotionally
charged.
1st Call 2nd Call 3rd Call 4th Call 5th Call
😁
😐
🤬
n=11,565 calls

55. Focus on improving experiences for the
bottom 30%.
CallVolume
0
400
800
1,200
1,600
😁😐🤬
n=11,565 calls
30% of Calls

56. Focus on improving experiences for the
bottom 30%.
Calls skew slightly
negative but still
follow an expected
bell curve
distribution.
CallVolume
0
400
800
1,200
1,600
😁😐🤬
n=11,565 calls
30% of Calls

57. Great experiences can nurture advocates.
Poor experiences create vocal detractors.
😁😐🤬
&
🤩
n=11,565 calls

58. Great experiences can nurture advocates.
Poor experiences create vocal detractors.
Positive and negative
sentiments correlate
to stronger
emotions.
😁😐🤬
&
🤩
n=11,565 calls

59. So what?

60. (and just as important, how?)
So what?

61. Online Reviews
User-Generated
Content
Call Recordings
Step 1: Compile
Customer Data

62. Step 2: Convert
Speech to Text
Online Reviews
User-Generated
Content
Call Recordings
Step 1: Compile
Customer Data

63. Step 2: Convert
Speech to Text
Step 3: Determine
Sentiment & Magnitude
😁😐🤬
0.0-1.0 1.0
0.0
∞
&
🤩
Online Reviews
User-Generated
Content
Call Recordings
Step 1: Compile
Customer Data

64. Marketing Mix
Optimization

65. Allocate more
budget to channels
that drive higher
quality leads.
Marketing Mix
Optimization

66. Improve
Website
Content

67. Create FAQ and
sales content to
address common
questions and
objections.
Improve
Website
Content

68. Improve
Training

69. Share examples of
good & bad calls with
customer-facing
employees.
Improve
Training

70. Minimize
Negative
Reviews

71. Quickly notify
managers about
angry customers for
follow-up and
resolution.
Minimize
Negative
Reviews

72. Encourage
Positive
Reviews

73. Send requests for
online reviews to
happy customers.
Encourage
Positive
Reviews

74. 3 Keys To Success

75. Continue asking “what if?”
3 Keys To Success

76. Find the tools that work for you.
Continue asking “what if?”
3 Keys To Success

77. Listen to your customers.
Find the tools that work for you.
Continue asking “what if?”
3 Keys To Success

78. Thank You!
Links and templates: WorkshopDigital.com/cta2018