Social conversation can be analyzed to capture topic, opinion, feeling and ownership. When that happens, analytics can find the volume impact of brand conversation.

1. BXi: Brand Experience Index
New Developments
In Conversation Measurement and Analytics
3

2. I just got my cool new iPhone from BestBuy;
however, I keep getting dropped calls on the
Brand X 4G network.
Most social sentiment tools botch
the analysis of this statement: net neutral
Positive
Negative
2

3. I just got my cool new iPhone from BestBuy;
however, I keep getting dropped calls on the
Brand X 4G network.
Positive
Negative
Flag Brands & Relative Importance
Custom Coding
can be industry or
category specific
Engagement
Transitional word
(Shift in Stance)
Brand Experience Index captures
topic, rationale, feelings and engagement
3

4. 4
BXi is a metric that captures brand experience comments.
– Uses consumers’ words about a brand to make inferences regarding their
emotions, commitment and attraction toward that brand.
The BXi metric captures the 4 dimensions of stance:
Brand Experience Index was developed from advances
in natural language processing
Opinion
Belief or judgement about a brand
or brand experience
I think….
I believe….
Rationale Reasons for belief or commitment
…because….
…feel…
…heard….
Feeling
Detailed mood or emotion words or
statements
…love…
…hate…
….despise….
Agency
Personalization or distancing. Implied
ownership or action increases BXi.
Personal pronouns – I, we
Indefinite/Impersonal – anybody, it

5. 83.1%
21.2%
11.2%
8.8%
8.2%
3.1%
-2.3%
-10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Correlation to sales of $6B client with BXi and the sentiment metrics
of the six leading social data vendors
Sentiment Metric 1
Sentiment Metric 2
Sentiment Metric 3
Sentiment Metric 4
Sentiment Metric 5
Sentiment Metric 6
SEI Pos/Neg Ratio
Advanced analytics for conversations
finally provides a sales/volume linkage
5
BXi Pos/Neg Ratio

6. The Bottom-Line Analytics
Social Insights, Sales and ROI Framework
Fuse BXi with advanced
analytics to understand
brand positioning,
content drivers,
reputation and
resonating elements of
customer experience
Leverage existing
tools to listen and
monitor high-level
brand-experience
conversations
Measure language
based on
engagement and
importance via the
Brand Experience
Index - BXi
Get relevant
conversations
Transform text
to Metrics
Conversation
advanced analytics
VOC
monetization
Apply trended BXi
within media mix
modelling to monetize
customer experience
(earned social media)
with all other media
and quantify any
synergistic effects
BLA finds conversation impact on total sales
6

7. Brand & Category factors: Digital/Traditional media, pricing and store
penetration
Conversation factors: BXi customer experience/engagement, earned media,
and conversation drivers
Digital Display
BXi Conversation Analytics
Paid Search
Digital Email
Competitive Media
Direct Mail & Consumer Promotion
TV Media Network & Cable
Radio & Magazines
Economy, Store Expansion & Pricing
Seasonality
Weekly
Sales
Modeling Architecture
7

8. CaseStudy: CustomerExperience Listeningto Improve Operations
Returns
Fast Check-out
National
Brands
Price
* Knowhow
Consumer Conversations
Price
Hours
Knowhow
Associate
* Returns
General Policies & Experience BXi
89%
50%
50%
11%
General Policies &
Experience BXi
Departmental BXi
General Policies & Experience BXi
85%
19%
43%
38%
15%
General Policies &
Experience BXi
Departmental BXi
Business Health BXi
Professionals’ Conversations
Contribution to Consumer Sales Contribution to Professionals’ Sales
8
BXi Modeling Learning
Social conversation for Consumers
AND Professionals highly correlated
with Retailer’s sales. Yet, Customer
experience drivers were very different
between the segments. And
Professionals had a 3rd conversation
topic - business health - that was a
leading indicator of the retailer’s
sales.
BXi Modeling Impact
Retailer increased traffic, sales and
positive conversation by focusing on
operational factors important to
each segment.

9. 9
CaseStudy: CustomerExperience Listeningto DriveRestaurant Traffic
-3.0%
-2.2%
-2.0%
-1.3%
-1.1%
-1.0%
-0.2%
-0.2%
-0.1%
0.0%
0.0%
0.1%
0.1%
0.1%
0.1%
0.3%
0.4%
0.4%
0.7%
3.7%
-4.0%-3.0%-2.0%-1.0%0.0% 1.0% 2.0% 3.0% 4.0% 5.0%
BXi- Menu
Retail Pricing
BXi - Food Quality
BXi - Service
BXi Delivery
Baseline
Direct.Mail
Media.Network.TV
Media.Magazines
Digital.Email
Media.Radio
Digital.Search.Media
Media.Cable.TV
Consumer.Promotion
Digital.Display.Media
Economy**
Competitive.Media
BXi - Value
BXi - Convenience
Store.Penetration
Company X Marketing Variance v. YA
Context
Overall retail sales declined -5.2% versus YA for
Company X.
BXi Modeling Learning
Despite growth in store penetration, the customer
experience with Menu, Food Quality, Service and
Delivery drove sales declines of -7.4%.
Positive customer experience factors of
Convenience and Value couldn’t offset the menu
and operational issues.

10. “Your brand
is what people say about you
when you’re not in the room.”
~ Jeff Bezos
Integrating what customers say with
what they do.
Conversation has not been linked
with brand volume until now.
10
Barbara Benjamin
Barbara@BottomLineAnalytics.com