We live in a world of big, unstructured data that’s come a long way. We’ve learned bigger doesn’t always mean better—or positive, negative or neutral, for that matter. We know now that the value of data is determined by the quality of analysis. But we can get distracted evaluating unnecessary data points. While simplifying the conclusion, a balance is required so as not to distort it. During this live, one-hour webinar we’ll discuss how to find the sweet spot in your data and leverage it. • Where to get started with sentiment analysis • Customizing your sentiment analysis model for your industry • Selecting the platforms, sources, and information of greatest relevance

1. Sentiment Analysis: Extracting
Meaningful Information While Not
Oversimplifying Your Data
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Our Speakers
Munish Gupta is the Director of Marketing Analytics at Dell. He brings more than 20 years of experience in social media and
marketing analytics, BI and technology. He is responsible for the development and rollout for a big data analytics tool for
measuring brand advocacy, deriving actionable insights from social and integrating social into the different business
functions. Prior to that, he lead the rollout and support of comprehensive social media measurement and analytics framework
for Dell. @guptamun
Eric Berkowitz is VP Solutions Engineering at Tracx. Eric has spent the past 8 years building and scaling businesses in social,
mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings for
social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering clients to
leverage social media intelligence for strategic and creative business solutions. With experience in client service, sales, and
product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a new age of social
consumers and enterprises. @tracx
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is
the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing
for Dummies 3rd Edition (Wiley 2012). @PaulDunay

5. A BRIEF HISTORY OF SENTIMENT
5
“My dad loves lucky charms and eats them every day
but I think that lucky charms are gross!”
Traditional Social Sentiment Challenges
SUBJECTIVITY
MULTI-TONE
SPECIFICITY “I love to eat lucky charms but I hate the after-taste”
“Vinnie’s, Steve’s Pizza, and Original Rays all make terrible pizza.
Their sauce is horrible and they use rotten pepperoni. I can’t
stand any of these places. Joe’s Pizza is vastly superior.”

6. If we can apply our analysis at deeper levels, we can achieve more accurate and insightful results.
By analyzing sentiment at the entity level, we get a more precise understanding of sentiment:
• Joe’s Pizza – Positive (ingredients)
• Vinnie’s – Negative (sauce, pepperoni)
• Steve’s Pizza – Negative (sauce, pepperoni)
• Original Rays – Negative (sauce, pepperoni)
6
“Vinnie’s, Steve’s Pizza, and Original Rays all make terrible pizza. Their sauce is horrible and they use
rotten pepperoni. I can’t stand any of these places. Joe’s Pizza is better and uses quality ingredients.”
A NEW ROAD FORWARD

7. 7
THE POWER OF DISCOVERY
Suggested Entities
Auto-detection of prominent and emerging entities will alleviate blind spots and encourage pro-active
attention to potential opportunities and threats.

8. ConfidentialConfidential
Sentiment Analytics –
Dell Case Study
Munish Gupta
Director – Marketing Analytics
Twitter - @guptamun

9. Confidential
9
SocialMedia Data and Sentiment Analysis
>25k Dell
conversations
everyday
• Equivalent to real-time customer feedback
about our products / services /campaigns and
every facet of the business.
How to
Measure?
• Proprietary advocacy metric – SNA (Social
Net Advocacy) calculated from social
conversations for 150+ business topics
(product/service/business functions) and
collectively represents brand advocacy.
What it
tells us?
• Biz Managers can track and monitor
SNA metric real-time for their area
and analyze data to get actionable
insights.

10. Confidential
10
Data Flowfor Sentiment Analysis
Aggregate Enrich Measure Deliver

11. 11
Dell - Internal Use - Confidential
Dell – Internal Use Only – ConfidentialConfidential
11
Context is key for Sentiment Analysis
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Separates into 3 distinct
sentences and assigns
sentiment and topic for each
sentence.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which
originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in
BIOS, and booted just fine with my XPS/USB install”
Topic and sentiment determination using Text analytics (NLP)
Actual Social Media Example Post fromBlogspot.com
1) "(Morecustomer reviews)I purchased this drive to repair/upgradea dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USBinstall"
2) which originally came with an 8GB PCIE SSD.
Actual Post:

12. Confidential
Social data and Sentiment analysis provides insights across all business
functions
12
Product
Development
• Primary Research
• Early Warning system
• New Product Ideation
Marketing
• Instant feedback on
campaigns
• Improve Product messaging
and offers/promos
• SEO/SEM
NPS® Diagnosis
• Issue identification and
tracking
• Predicting NPS® based on
advocacy metric
Sales
• Lead Generation and
Scoring
Support/
Customer Service
• Improve coverage
• Prioritization of support
issues
M&A
• Research on potential
acquisitions
• Customer reaction on
upcoming acquisitions

13. ConfidentialConfidential
Dell is using SNA as Real-timeNPS®
and a leadingindicator
13
0
1
2
3
4
5
6
7
22
23
24
25
26
27
28
29
Q1 Q2 Q3
NPS SNA

14. ConfidentialConfidential
14
FurtherValidation -Topics that change in NPS® also showedchange in SNA
Topics
• Owning and Using
• Resolving Queries
• Order Web
Social media detected
changes in SNA across
specific categories….
The same categories that
drove the NPS change.

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Upcoming Webinar
March 3rd
Boldly Take Your Content Where No One
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and Competition Analysis