ESP.ED008#1: Welcome to this slidecast by ESP. This particular dipstick is about the Apple macbook and its competitors.
Apple Macbook ESP
EAVESDROP DIPSTICK #008 Apple Macbook ESP eavesdrop.silhouette.perspective ESP.ED008
Eavesdropping on conversations about the Apple Macbook SAMPLE EAVESDROP REPORT Laptops > Apple Macbook > Overall Scorecard ESP.ED008 Connectivity Ergonomics To create a customer value scorecard for the Apple Macbook Challenge <ul><li>Conversations from Consumer Generated Media were analyzed using Natural Language processing techniques including </li></ul><ul><ul><li>Building Domain knowledge dependent lexicons </li></ul></ul><ul><ul><li>Classification of dimensions (Performance, Features, Hardware, Ergonomics, Software, Usage, Value, User Friendliness, Connectivity, Ports/Slots, Security, Brand Name and Customer Service) </li></ul></ul><ul><li>Analysis included competitive analysis (feature wise comparison across other popular laptop brands) </li></ul>Solution <ul><li>The Apple Macbook scored very high on all dimensions Security and Customer Service were marginal areas of improvement. </li></ul><ul><li>Specific feedback included </li></ul><ul><ul><li>Make OS more compatible with windows to get greater user acceptance </li></ul></ul><ul><ul><li>Address issue of excessive noise and heat generation </li></ul></ul>Take Aways Customer Service Brand Name Security Ports/Slots User Friendly Value Usage Software Hardware Features Performance
Extract themes from user generated content across customer touch points Spark viral trends using web 2.0 concepts over the internet Analyze drivers and patterns behind brand perceptions AT KALEIDOSCOPE, WE LEVERAGE SOCIAL MEDIA Page number 6 of 12 Deliverable eavesdrop report on named brands on a periodic basis Deliverable silhouette report on named brands on a periodic basis Deliverable Strategy Consulting to leverage web 2.0 for your brand ESP.ED008 DOMAIN UNDERSTANDING LEXICONS EARDRUM™ MASHUPS SILHOUETTE EAVESDROP TM PERSPECTIVE
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