A presentation given at the Digital Strategy Innovation Summit in NYC in 2014. The subject matter focuses on enhancing digital listening strategy with emotional analytics. BehaviorMatrix, a behavioral analtyics firm in Philadelphia presented this to a room filled with digital brand strategists and market research executives.

1. Go Beyond Sentiment
Enhance Your Digital Listening Strategy
With Emotional Analytics
Digital Strategy
Innovation Summit NYCi

2. Agenda
• Behavior Matrix Background
• Detecting Emotional Signal in Social
Conversations
• Business Applications
• Examples

3. Agenda
• Behavior Matrix Background
• Detecting Emotional Signal in Social
Conversations
• Business Applications
• Examples

4. BehaviorMatrix’s Mission
We Help Clients:
• Interpret conversations
• Understand, track, shape and
influence brand perceptionsIn Markets:
• Pharma & Healthcare
• Media & Entertainment
• Consumer Electronics
• Energy
• Transportation
• CPG
• Politics
• Defense/Intelligence

5. BehaviorMatrix is…
• The world’s most advanced platform for measuring
and analyzing human emotion in Big Data.
• Able to measure and quantify the full range of human
emotion from huge quantities of data.
• Able to provide clients with clear indicators for each
emotion associated with customer experiences so
they can monitor, set goals, and benchmark against
competitors.
• Social Influence/Crowd Science application to help
develop communication strategy and track
effectiveness of campaigns.

6. Agenda
• Behavior Matrix Background
• Detecting Emotional Signal in Social
Conversations
• Business Applications
• Examples

7. Why Emotion Matters
Outcomes
(Business results)
Behavior
(Action)
Emotion
(Feelings)
If you can quantify and analyze emotions, you can
predict AND influence future behaviors and outcomes.

8. From chaos, we create order.
Love
Disappointment
Optimism
Fear
Anger
Submission
Trust
Admiration
Boredom
Joy
SurpriseAwe
Anticipation
Apprehension
InterestQuantifiable. Trackable. Actionable.
BehaviorMatrix gives clients access to a world of emotion
Welcome to the EmPrint℠. Customer emotional fingerprint.

9. DISAPPOINTMENT
OPTIMISM
@TommyTV2 Watched American Idol on
Fox tonight. I was really hoping for a more
exciting finale with less annoying
commercials. Oh well, maybe next season
will be better.
A Single Sentence Carries Multiple Signals
ANNOYANCE

10. The details make a difference
Sentiment
Emotion
ImplicationsBrand fans feel betrayed Consumers are disinterested
SolutionRebuild trust Generate excitement

11. Agenda
• Behavior Matrix Background
• Detecting Emotional Signal in Social
Conversations
• Business Applications
• Examples

12. Product Lifecycle & Strategic Emotional Overlay
 Market Landscape
 Market Segmentation
 Establish category
benchmarks
 Analyze competitor launches
 Inform marketing strategy &
development (ie. message
development)
 Target individuals, groups &
KOL’s
 Brand Equity & Attribute
 Positioning & Message
Testing
 Customer Satisfaction
 Awareness and Usage
 Identify opportunities to
improve satisfaction &
education
 Monitor KOLs
 Competitive & Business
Intelligence
 Targeted Marketing
Campaigns
 Salesforce Effectiveness
 Pinpoint key geographies &
segments requiring
enhanced promotional
efforts
 Utilize emotional
fingerprints and experiential
indices to maximize
marketing efficiency
 Monitoring Crowd & KOLs
Pre-Launch (Identify) Product Launch (Apply) Post-Launch (Optimize)
Prior Experience Emotions Impact Behaviors
Manage Brand Equty with Emotional & Behavioral Analytics

13. Business Applications
• Customer journey/experiences
• Market landscaping
• Brand positioning & message development
• Campaign tracking
• Segmentation and Targeting

14. Emotional Analytics Creates Value by:
• Improving and monitoring customer service and
satisfaction
• Improving marketing effectiveness
• Identifying and mitigating potential brand threats.
• Identifying new sales opportunities and unmet customer
wants and needs
• Gain unique insights into your brand vs. your competition.

15. Message Development and Monitoring
30
35
40
45
50
55
60
65
• Message tweaked or
redirected?
• Custom messaging for
groups that express certain
emotional combinations.
• Segments can be monitored
for emotional stabilization.
• Should a brand react or let
the public’s alarm naturally
dissipate?
Campaign goes
viral
Engagement Anger

16. Agenda
• Behavior Matrix Background
• Detecting Emotional Signal in Social
Conversations
• Business Applications
• Examples

17. Example: P&G Pet Food Recall & Brand Sentiment

18. Sentiment-Driven Topic Clouds
Pre-Recall

19. Sentiment-Driven Topic Clouds
Post-Recall

20. Example: Vacuum Cleaner Brand Positioning

21. Emotional Positioning: Vacuum Cleaner Brand

22. Example: Voter Segmentation and Targeting

23. Segmenting Voters by Emotions to Influence
Behavior