The document introduces the Semantic Engagement Index (SEI), a new metric that measures word-of-mouth and social conversations. The SEI captures voice of consumers across digital conversations using linguistics rules to understand context and sentiment, rather than just word counts or likes. It has been validated across companies with over £100 billion in collective sales and directly links specific conversations to sales, enabling predictive marketing models. The SEI provides more accurate insights than other sentiment metrics to understand customer engagement and influence on brand sales.
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Semantic engagement index
1. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
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A BREAKTHROUGH APPROACH!
INTRODUCING
THE SEMANTIC ENGAGEMENT INDEX
SEITM
DRIVING INSIGHTS AND ROI THROUGH WORD OF MOUTH / SOCIAL CONVERSATIONS
“Our Approach Focuses on the Meaning of Conversations…
To Help Marketers Develop Content and Messaging That Create Strong
Emotional Bonds with Their Customers”
2. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
Introducing The Semantic Engagement Index
• A unique metric that serves as a basis and standard of measurement for word of mouth and social
conversations that has been validated like nothing else (across a diverse set of companies with
collective sales of over £100 billion)
• We capture the voice of the consumer across any digital conversation: Social Media, Transcripts,
Call Centres, Focus Groups, and Online
• Our social conversation metric is based on language and context (even understanding sarcasm!),
not number of ‘likes’ or conventional word-counting sentiment
• Based on Linguistics rules that have been academically published, peer reviewed & validated
• Creates Predictive marketing models, to drive better business decisions and increase ROI
Stance-Shift
Analysis
Unobtrusive
Superior
Research &
Modeling
Unbiased
Social
Conversations SEIsm
Actionable
Insights
Unmoderated
“SEITM
directly linking and
influencing brand sales”
3. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
The Linkage & Influence To Sales Over Time
Shows That SEITM
Has Predictive Power
HAS PROVEN INFLUENCE & PREDICTIVE CAPABILITY WITH BRAND SALES,
VALIDATED ACROSS BRANDS WHOSE COLLECTIVE SALES EXCEED £100 BILLION
Correlation = 86.4% Correlation = 84%
Correlation = 81.1%
Correlation = 83%
Correlation = 83%
4. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
4
For Marketing
Strongly and directly linking specific conversations to sales enabling accurate predictive
marketing models
For Market Research
Finds the answers to the questions by linking the conversations – being able to compare
the past to the present and predicting more accurate influences
For Customer Insight
Finds the conversations which are providing genuine customer feedback into what is
affecting and influencing customer engagement
For Public Affairs & PR
Quantifies and monetizes how relevant public issues affect your brand and the degree
these issues are connected to broader public concerns
For Advertising
Being able to link advertising to the conversations and then measure the impact of the
advertising through conversations to brand sales.
For Social Media
Measuring and linking conversations to brand sales and providing actionable insight
Real Conversations Means True Reflections
= Monetized!
Key Areas SEI™ Is Used To Provide Actionable Insight?
5. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
82.9%
14.8%
9.9%
7.7%
5.9%
2.8%
-3.2%
-20% 0% 20% 40% 60% 80% 100%
SEMANTIC ENGAGEMENT INDEX POS/NEG RATIO
METRIC 5 POS/NEG RATIO
METRIC 1 POS/NEG RATIO
METRIC 4 POS/NEG RATIO
METRIC 6 POS/NEG RATIO
METRIC 2 POS/NEG RATIO
METRIC 3 POS/NEG RATIO
Comparison of linking directly to sales
versus six leading sentiment metrics
SEITM
can show which
conversations are strongly
linking and influencing brand
sales more than any
comparable metric across
multiple verticals and studies
“SEITM
directly linking and
influencing brand sales”
6. Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013
SEITM
• Our solution combines the best of Business Intelligence,
Innovative Modeling Techniques and Superior Language
Models, enabling us to generate better insights across many
areas of the client organization, such as consumer insights,
media, marketing strategy and public relations.
• A powerful tool for social media ROI measurement
providing deep insight into relevant issues of brand
positioning, brand reputation and brand image, the
consumer experience with your brand and what ideas and
content are most relevant in creating and driving the
passion for your brand.
• By uncovering what is really important to consumers in word
of mouth & social media conversations we can compare
what really engages consumers versus competitors and what
particular topics are driving the engagement
Understanding The Semantic Engagement Index
This is the foundation for understanding
consumer engagement with a brand!
