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Building the Business Case for Text Analytics

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A presentation with Mark Eduljee of Microsoft on using text analytics to support your business performance. We presented this as keynotes at the Text Analytics Summit in San Fransisco on Dec 4.

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Building the Business Case for Text Analytics

  1. 1. Drive Business Gain through Social Media Analytics Angela Hausman, Associate Professor of Marketing, Howard University CEO, Hausman & Associates, LLC. Mark Eduljee Consumer Support Services Insights 12th Annual Text Analytics Summit West December 3-4 2013, San Francisco, CA
  2. 2. • Social Media data & predictive analytics • Assessing Brand perception using Social • Customer experience impact opportunity • Applying Insights for effect
  3. 3. Data river • 2.2 X better ROI • DATA • 80% unstructured and 3 Vs • 20% growth • 1.6X 1021 • 60% MORE analytics skills • Assumptions????? Hausman and Associates
  4. 4. Which stage are YOU in?
  5. 5. Hausman and Associates
  6. 6. What is a Listening Post? Insights for the Gatorade Brand
  7. 7. Hausman and Associates
  8. 8. Use Case: Disney
  9. 9. Predictive Analytics Y= ƒ (Xi, ßi) • Behavior= Attitudes, Social Norms • CLV • Tech Acceptance = Perceived Usefulness, Perceived Ease of Use • Events = Community Engagement, Performer, Venue, Location • Segmentation • Forecasting Hausman and Associates
  10. 10. Use Case: Hybrid Channels Product Return P Immediacy Geography Hybrid use Anticipated Challenges Search Results
  11. 11. Listening Tools nVIVO HyperRESEARCH SPSS text analysis software
  12. 12. Mark Eduljee Consumer Support Services Insights • Customer experience impact • Applying Insights for effect
  13. 13. Analytics overreach and complexity: The Everything approach: • Analyze everything • Everything is equally important • Success = acting on everything Everything for everyone, and nothing for anyone
  14. 14. The problem with everything • • • • Expensive Frustrating Does not scale Activity instead of action Ask the right questions
  15. 15. All-or- nothing 7 Principles for useful Analysis 1. 2. 3. 4. 5. 6. 7. Begin from the end (what is the need) Tools are not a strategy (likes and followers – So what?) All data is not equal (telemetry, support, experience) When is enough, enough? (confidence) Why measure and analyze? (accountability) Get clear about “Social”: What, who, when? What is the priority: 4 Social Media Data uses 1. Marketing 2. Communication 3. Engagement 4. Insights
  16. 16. Social Media data impact opportunity 1. 2. 3. 4. Global Always on Always relevant Short life, long memory
  17. 17. SM analytics strategy 1. 2. 3. 4. Needs vs wants Realistic expectations Sponsorship, stakeholders Operations, tools, dashboards
  18. 18. Pulling it together Begin with the end Tools are not a strategy Build a framework Watch your A’s Ongoing maintenance
  19. 19. @MarketingLetter http://hausmanmarketinglette r.com http://LinkedIn.com/in/angela hausman @MarketingLetter Mark Eduljee on LinkedIn Markeduljee.com -- Blog
  • russmerz

    Feb. 26, 2014

A presentation with Mark Eduljee of Microsoft on using text analytics to support your business performance. We presented this as keynotes at the Text Analytics Summit in San Fransisco on Dec 4.

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