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Sentiment analysis taxonomy_apr-12-2011


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Lightening Talk given by Seth Earley at the Sentiment Analysis Symposium in NY on April 12, 2011

Sentiment analysis taxonomy_apr-12-2011

  1. 1. Sentiment Analysis and TaxonomyManaging the Ecosystem of MarketingCommunicationsApril 12th, 2011 Earley & Associates, Inc. | Classification: PUBLIC USE Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  2. 2. Earley & Associates Highlights Founded 1994 Focus Areas Holistic approach to specific business contexts and goals for: • Retail • Manufacturing • Pharmaceuticals & Life Sciences • Public Sector • Media & Entertainment Personnel Core team of 35 consultants Locations Stow, MA headquarters, consultants in US, UK & Canada, global projects Services • Taxonomy & Information Architecture • Search Strategy for Enterprise & Web • ECM, DAM & Information Lifecycle • Program Management & Governance2 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  3. 3. Seth Earley, CEO, Earley & Associates • Co-author of Practical Knowledge Management from IBM Press • 17 years experience building content and knowledge management systems, 20+ years experience in technology • Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee • Founder of the Boston Knowledge Management Forum • Former adjunct professor at Northeastern University • Guest speaker for US Strategic Command briefing on knowledge networks • Currently working with enterprises to develop knowledge and digital asset management systems, taxonomy and metadata governance strategies • Founder of Taxonomy Community of Practice – host monthly conference calls of case studies on taxonomy derivation and application. • Co-founder Search Community of Practice: Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  4. 4. Agenda• Drivers for taxonomy in social media monitoring• Taxonomy and sentiment analysis• The content ecosystem• Marketing and term proliferation• Sentiment and global marketing4 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  5. 5. Social Media Monitoring and Sentiment AnalysisFunction Driver Role of eTaxonomy BenefitMonitor Determine effectiveness of Essential to tailor sentiment Capturing the nature of marketing and value of analysis to specific conversations, forms the participation in social media terminology of your basis for engagement through search metrics, blog organization strategy. Ability to react in mentions, conversations on near real time to changes social networks in marketplaceEngage Need to be active participant in Proper use of key Ability to impact the conversation. Connecting terminology that will be conversations positively, with customers through picked up by search head off problems that are appropriate channels. Make engines, hash tags on developing in the contribution based on insight social networks, manage marketplace, direct captured through monitoring categories of interactions traditional messaging to activities. for brands and products communicate with key influencersMeasure Develop metrics program and Required for metrics Hard data on effectiveness analytics. Feedback program. If developed of social media. Ability to mechanisms to measure if correctly for monitor and direct effort to needed activities and interventions are engage activities, will flow categories of content and moving toward desired goals. through to metrics products 5 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  6. 6. Sentiment Analysis and TaxonomySentiment analysis determines tone of communicationTaxonomy maps terminology relationshipsProvides context for communication and mechanisms for managing contentUsed in multiple ways:  Understand the nature of a the discussion topic  Domain keywords – product specific “Camcorder” terminology  Terms and related terms - “battery”, “viewfinder”, “picture”  Brands, products, services: “I love my Prius…  Cars  Prius  Understand the nature of qualifiers through metadata attributes (using “appraisal” taxonomies  Happy = positive  Very happy = increasingly positive  Not very happy = negative  Manage ecosystem of marketing content and communications  Brand, Market, Audience, Media, Asset, Channel, Competitor6 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  7. 7. Content Ecosystem Managed Through Taxonomy Target Channels Segments Demographics Markets Target Psychographics Competitors Sources Audience Brand Sentiment Media Types Asset Types Content Approval Packaging Distribution Activity7 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  8. 8. Marketing, taxonomies and term proliferationLumping versus Splitting• Classification approaches can be described by splitting them into smaller subdivisions or by lumping them together into broader categories• Splitters look for smaller differences in groups and try to leverage them  For example:  Brand proliferation  Market differentiation  Product specialization• Marketers who split categories believe customers want a new variation in the product line and may adopt marketing message and channel if there are significant differences in the demographics or behavior of the customer• Lumpers look at what category members have in common  Sentiment analysis tools tend to lump categories together to understand tone• Divergent approaches lead to different perspectives on campaigns and marketing approaches8 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  9. 9. Embedded Taxonomy and Global Marketing• Marketing Imperatives  Reach customers through increasingly fragmented media  Take advantage of synergies of multi channel communications  Measure and track effectiveness of campaigns and channels  Determine optimal spend mix  Reduce costs of marketing content (low cost sourcing)  Increase collaboration with media partners  Cross promote with other vehicles and properties  Reduce asset development costs by reusing components  Reduce time to market  Maintain market coverage and market presence  Make intelligent decisions about resource allocation and strategic intent• Are marketing efforts (and sentiment) making people act?9 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  10. 10. Sentiment analysis and taxonomy• Sentiment analysis tools solve the problem of understanding content emotion but do not understand relationships between or within domains• For example, the statement “I love my BMW! It’s such a comfortable car so I’ll certainly check out the new 5 series next week”  Can be categorized to be about “cars” = It‟s about „CARS‟• Sentiment analysis understands that this statement is about: Strong like of Positive towards INTENT to view „new TIMESCALE = BMW „Comfort‟ 5 series‟ „next week‟ Example Courtesy of OpenAmplify10 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  11. 11. Sentiment analysis and taxonomy (2) • Taxonomy is required to understand the relationships between things that are not in the realm of sentiment. • For example: “How are Democrats perceived in California?” Taxonomy relationship : “is-a” Democrat Obama Nancy Pelosi Brown SentimentExample Courtesy of OpenAmplify 11 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  12. 12. Market interaction• How do you interact with a customer?  Educate  Engage Forward thinking organizations are  Listen to facilitating these interactions with  Track social media monitoring and  Segment sentiment analysis - orchestrating  Group and coordinating communications  Define through marketing resource  Serve management (MRM) applications  Manage  Retain  Measure Taxonomy is the glue that ties channels and communications together12 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  13. 13. For copy of slides give me a card or send a note to: Subject: Sentiment Past Insight Series on Global Marketing and eTaxonomy: Seth Earley Earley & Associates, Inc 781-820-8080 www.earley.com13 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  14. 14. Supplemental Slides Earley & Associates, Inc. | Classification: PUBLIC USE Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  15. 15. Gartner‟s Marketing Resource Management Functions* Function* Driver** Role of e- Benefit ** taxonomy**Plan and budget for Fragmented channels, Need consistent Allocation of resourcesmarketing activities and incompatible metrics terminology to measure to most effectiveprograms and compare activities channels and campaignsCreate and develop Increased process Asset reuse, low cost Direct measurable costmarketing programs and efficiency required due sourcing, Digital Asset savings due to reducedcontent reduced/ constrained $$ Management reworkCollect and manage Distributed subject Foundation for content Better decision makingcontent and knowledge matter expertise, and knowledge faster decisions, customer insights management processes improved messagingFulfill and distribute Speed to market, Consistency of Faster time to value,marketing content and multi/cross channel campaigns across consistent roll-up,collateral marketing media, ability to accuracy of reporting, measure reduction in costsMeasure, analyze and Increasingly fragmented Essential to sentiment Improved marketingoptimize marketing marketplace, rise of analysis, fine tuning of reach, elimination of lessperformance social media campaigns effective approaches, messaging, channels *Source: **Source: Earley & Associates, Inc. 15 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  16. 16. Taxonomy challengesFor MRM• Understand business drivers and imperatives• Develop use cases and user scenarios• Document asset reuse and workflow improvement opportunities• Test usability of categories, tagging and classificationsFor Social Media• Monitor conversations by understanding terminology that customers are using• Build taxonomies and synonym lists• Leverage sentiment analysis tools in the context of specific products and offerings• Develop SEO program harmonized with taxonomy16 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  17. 17. Growth in Social Media• According to research by Forrester social media expenditures growing by 34% between 2008 and 2014 Source:• 25% of search results for world’s top 20 brands are links to user generated content• 34% of bloggers post opinions about products and brands• 78% of consumers trust peer recommendations 14% of people trust commercials• More than half of the world’s population is under 30.• 96% of millennials (born 1980 and on) are on a social network• Facebook tops Google for weekly U.S. Internet traffic.• Ashton Kutcher and Britney Spears have more Twitter followers than the populations of Sweden, Israel, Switzerland, Ireland, Norway and Panama.• 50% of mobile Internet traffic in the UK is on Facebook.• Amazon sold more electronic books for the Kindle than physical books on Christmas.• If you were paid $1 for each posted Wikipedia article, you’d make $1,712.32 per hour. Source: Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  18. 18. Role of taxonomy• OK, so create a taxonomy for all of these purposes• Wait a minute, not so easy• Different systems grow up over time• No view toward integration• Inherently different processes – comparing apples to baseball bats• Difficulty understanding context for terms Let’s explore an• Ambiguity of language example set of terms harvested• Varying levels of granularity from multiple systems18 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  19. 19. Challenges of marketing classifications• Promotion type • Asset type  TV Commercial  Image Problems with  Web site  Photo Ambiguity  Seminar  Illustration  Conference Polyhierarchy  Email  Convention • Event Labeling  Email  Speaking Structure• Campaign type  Training  Newsletter  Luncheon  Direct mail  Seminar  Email • Target audience  Sponsorship  Sponsorship  Target role  Venue  Decision maker• Sponsorship • Vehicle  Economic buyer  Co promotion  Venue  C-level executive  Conference  Event venue  Newsletter • Event venue • Audience  Luncheon• Vehicle  Senior management  Conference  Email  Economic buyers  Seminar  Kiosk  Face to face19 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  20. 20. Challenges of marketing classifications• Event Type • Campaign Type  Webinar  Website Version 1 of an  Conference  Display Advertising updated and  Luncheon  Radio  Training  Television normalized•  Audience Level  Direct Mail Sponsorship taxonomy  Senior Management  Executive  Event  Practitioners • Asset Type• Target Role  Email  Decision Maker  Newsletter  Influencer  Photo  Economic Buyer  Graphic  Radio Ad  TV Ad  Display Ad Advantages: clear grouping principles, simple structure Disadvantages: Lose some fidelity of terms, for example, is conference about speaking or exhibiting? How do we characterize a webinar campaign or email campaign?20 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  21. 21. Challenges of marketing classifications• Audience • Asset Type    C-level executive Decision maker  Email Illustration Version 2 of  Economic buyer  Image taxonomy  Senior management  Photo  Target role • Event Type• Campaign Type  Luncheon  Co promotion  Seminar  Conference  Speaking  Convention  Sponsorship  Direct mail  Training  Email  Venue  Face to face  Kiosk  Luncheon  Newsletter  Seminar Some obvious problems: Venue is in more  Sponsorship  TV Commercial than one place (facets are not orthogonal)  Web site Venue and Venue – Event type not clearly  Venue distinct  Venue - Event Venue Campaign type lacks granularity21 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  22. 22. Challenges of marketing classifications• asset type • stakeholder  image  photo  executive Version 3 of  senior management  illustration (drawing)  C-level executive taxonomy  text  email message  business role topical facets  economic buyers  multimedia  decision maker (done by a splitter)  television commercial  sponsor  web site  co-sponsor / co-promoter• campaign approach  direct mail Advantage: nicely disambiguated, for example  newsletter (print) - distinction between email and print  email newsletters  newsletter (electronic)  event May be overly granular. What purpose do  seminar distinctions serve? Too many single topic  training / workshop categories. Do we need to know that email is  luncheon text?  conference / convention  kiosk Why “interpersonal/face to face”? Is there  interpersonal / face to face another kind?  sponsorship  copromotion22 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  23. 23. Challenges of marketing classifications• campaign • campaign environment (contd)  campaign assets • real-space campaign environment  art / illustration • conference / convention  email message • conversation / interpersonal interaction  gift / giveaway object • Kiosk  • Luncheon  newsletter (online) print materials • phone / voice Version 4 of  Brochure • sponsorships taxonomy –  direct mail materials • campaign personnel  newsletter (print) • buyers single facet  photo • decision makers (done by a splitter)  video (long) / webinar • lower-level executives  video (short) / commercial • senior management  campaign environment • sponsors / co-sponsors  e-space campaign environment  Demonstration  social media  Training May be used for navigational structure but not  website useful for classification• Question is what would we find at each level? Are the categories clear and distinct enough? 23 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  24. 24. Challenges of marketing classifications preparation stage  implementation stage  asset acquisition  campaign vehicle Version 5 of   art audio  direct mail taxonomy –  face-to-face contact  photo  kiosk workflow  text  video  phone perspective  social media  asset creation (done by a splitter)  campaign event  multimedia creation  conference / convention  art  seminar  photo shoot  video shoot  training  commercial shoot  management  text authoring  purchase Appropriate for asset  email message reuse, process  Sponsorship  newsletter management, metrics,  direct mail  co-sponsorship optimization  website  executive involvement  site design  senior management  usability testing  C-level executive  target data collection  decision making  phone numbers  email addresses  mailing addresses 24 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  25. 25. Challenges of marketing classifications Promotion Type  Role  TV Commercial  Buyer Version 6 of  Newsletter   Decision Maker taxonomy Email  Influencer  Direct Mail  Venue  Banner Ad  Customer site  Kiosk  Online Navigational structure?  Sponsorships  In-house Question of intent.  Social media  Off-site What content might be  Website classified in this way?  Purpose Asset Type Some functionality  Invitation to join/register  Photo included.  Press release  Illustration  Product announcement  Artwork  Survey  Copy  Follow-up  Video  Event type  Audio  Conference Audience  Training  C-level Exec  Webinar  VP  Seminar/Workshop  Manager  Luncheon 25  Admin Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  26. 26. 5 New Rules of Marketing 1. Market segmentation varies by channel 2. Competitive research is now guerrilla intel 3. MarCom goes bite-sized 4. Collateral has the shelf-life of a fruit fly 5. Messaging is now dialoguing26 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  27. 27. 1 | Market Segmentation Varies By Channel27 Photo: Howden Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  28. 28. 1 | Market Segmentation Varies By Channel• We always had to pay attention to segments by eTaxonomy geography, but now online and digital device channels have proliferated as well Facets: • Channels• B2C market segmentation is more fragmented than ever, and B2B is not far behind • Target Markets• New Rule: Market analysis and market • Segments segmentation must recognize multi-dimensions by Channel and Target Audience • Demographics • Psychographics • Target Audience28 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  29. 29. 2 | Competitive Research Is Now Guerrilla Intel29 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  30. 30. 2 | Competitive Research Is Now Guerrilla Intel• Competitive Intelligence used to be as simple eTaxonomy as watching press releases and industry publications for announcements, but now Facets: competitors make their moves through social • Competitors networking channels • Target Audience• Watching cyberspace, knowing who’s who, and even pinpointing disinformation from • Channels masqueraders is becoming essential • Sources• New Rule: Competitive intelligence and counter-intelligence must recognize multi- • Sentiment dimensions by Channel , Target Audience, Sentiment and Source30 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  31. 31. 3 | Marketing Communications Goes Bite-sized31 Photo: Eman Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  32. 32. 3 | Marketing Communications Goes Bite-sized• The “bread and butter” of MarCom used to be eTaxonomy testimonials, case studies, datasheets, print articles and other lengthy methods of Facets: communicating brand and message, but now • Media Types audiences have much shorter attention spans and expect tweet-sized sound bites • Target Audience• While traditional messaging won’t go away, • Channels brand messages must now be “chunked” to fit seamlessly across high-impact digital spots • Asset Types• New Rule: MarCom planning and creative must • Brand Content embrace dynamic content principles to create consistent messaging across a mix of mediums, both short burst and traditional32 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  33. 33. 4 | Collateral Has The Shelf-life Of A Fruit Fly33 Photo: Pixomar Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  34. 34. 4 | Collateral Has The Shelf-life Of A Fruit Fly• Sales & Marketing collateral remained fresh for eTaxonomy months in the days of print and static websites, but now content can look stale in weeks just Facets: when budgets are at their tightest • Media Types• The agility to mix, match and reuse valuable, • Asset Types pre-approved and lower cost sources of digital assets and dynamic content to produce fresh • Brand Content collateral “on the fly” is becoming an imperative • Approval Activity• New Rule: Collecting, tagging and reusing digital assets and content chunks drives fresh • Packaging collateral at lower cost without sacrificing quality – agility is advantage • Distribution34 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  35. 35. 5 | Messaging Is Now Dialoguing35 Photo: Vuono Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  36. 36. 5 | Messaging Is Now Dialoguing• Brand messaging used to be all about a eTaxonomy monologue where we stayed on message at all costs, but the power shift of interactive social Facets: media has changed the game completely • Brand Content• It’s no longer about controlling brand message, • Target Audience it’s about interacting with customers and influencing brand advocates to produce a • Channels dialogue, not a feedback vacuum • Sentiment• New Rule: Dialogue about your brand requires real time analysis of who you’re talking with, how they feel, and which sound bites you can use to your brand’s advantage36 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
  37. 37. Questions/Discussion Seth Earley Earley & Associates, Inc 781-820-8080 www.earley.com37 Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.