1. The document discusses measuring the return on investment (ROI) of customer experience (CX) using social media data and sentiment analysis.
2. It outlines Bottom-Line Analytics' Social Engagement Index (SEI) which provides a more accurate analysis of social media conversations than typical sentiment analysis tools by measuring stance shifts.
3. The SEI has been validated across various brands and is highly correlated with sales, showing it can predict commercial performance and help companies optimize marketing strategies.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
Here you will find the Financial Services brandshare results. Edelman's second annual brandshare study revealed brands are failing to develop mutually beneficial relationships with consumers.
For more information, visit: http://edl.mn/1sOyg1O
Marketing disruption: Five blind spots on the road to marketing's potential -...Bertrand Barbet
“Disruption” has become a blanket term to encapsulate the massive changes affecting businesses. But the term’s overuse and broadness have obscured what really matters to marketing. Often missing in the debate is a clear-eyed look at the causes of disruption to help marketers make better decisions regarding what to do about them.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
Here you will find the Financial Services brandshare results. Edelman's second annual brandshare study revealed brands are failing to develop mutually beneficial relationships with consumers.
For more information, visit: http://edl.mn/1sOyg1O
Marketing disruption: Five blind spots on the road to marketing's potential -...Bertrand Barbet
“Disruption” has become a blanket term to encapsulate the massive changes affecting businesses. But the term’s overuse and broadness have obscured what really matters to marketing. Often missing in the debate is a clear-eyed look at the causes of disruption to help marketers make better decisions regarding what to do about them.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
The business case for Consumer Brand RelationshipsCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
Your customers have transitioned from tethered and tolerant to mobile and multitasking. To meet customers’ ever-growing expectations, you must ensure their experiences are pain-free by delivering proactive and engaging interactions across the entire customer journey.
During this webinar, Engaging the Digital Customer: Experiences that Drive Revenue and Loyalty, industry analyst Paul Greenberg will discuss ways to increase customer value, including:
* Understanding how and when to interact with customers
* Considerations for systems of engagement
* Role of proactive engagement to drive revenue
* Detailed use case from strategy to implementation
Forbes Insights-The Age of Brand, Agency & Customer CollaborationPeerasak C.
4 STEPS FOR EFFECTIVE CHANGE
How can executives forge close relationships with
brand or agency peers, while achieving all the
other imperatives that define marketing success
today? Industry veterans advise focusing on four
key areas.
Focal Point 1
Successfully mine all of today’s rich
sources of data
Focal Point 2
Capitalize on the latest technologies for
understanding customers and managing
marketing programs
Focal Point 3
Enhance professional and personal skills
Focal Point 4
Balance local and global imperatives
From Me to We: The Rise of the Purpose-Led Brandaccenture
New research from Accenture Strategy found that 62 percent of consumers globally prefer to buy from companies that stand for a shared purpose that reflects their personal values—and are ditching those that don’t. The study found that companies that stand for something bigger than what they sell are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Read these and other findings from Accenture Strategy’s 14th annual Global Consumer Pulse Research. To learn more, visit https://www.accenture.com/us-en/insights/strategy/Brand-purpose?c=strat_latestthinkingslideshare_10436878&n=smc_1118
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
Negative Reviews & Online Feedback Happens - But Where Do You Go From Here?Aggregage
Responding to online negative feedback can be challenging. What should you say? What should you not say? Should you even respond? In today's, your customers will be not only your biggest advocates but also your biggest critics. However, negative feedback can offer actionable insights to build a stronger product and customer experience.
Tune into the webinar to learn:
• What specific channels do customers go for feedback
• 8 golden nuggets for responding to negative reviews
• Best practices for monitoring and managing online reviews
• How to successfully enable your customer support team to be proactive with handling online customer feedback.
How Dell Delivers Personalized Customer Experiences, Leveraging Digital Commu...Moxie
Jennifer Statham, Dell's Executive Director of Global Marketing Technology presents at eTail West 2014 in San Antonio. She discusses Dell's business mission and how the use of Moxie Software's chat solution is critical to Dell's delivery of personalized customer experiences.
The Art & Science of Modern Marketing: Three Key Best Practices for the JourneyFred Isbell
Digital transformation, widespread innovation and Marketing Technology (MarTec) have fundamentally transformed marketing. The modern marketer must combine art and science to meet the evolving needs of the services marketplace, including thought leadership and storytelling, insights-driven marketing and analytics and innovative digital events and Webinars. We’ll address new requirements, the skills of a successful modern marketer and define key best practices and present real-world examples and experiences in key areas of modern marketing.
This research set out to investigate the emphasis companies are putting on CEM and what steps, if any, they are taking to address this area. It also aimed to measure where customer expectations currently sit with respect to how they are treated by organisations.
The marketing advantage of the sustainable travel niche is the growing desire of consumers to “do well” while vacationing and traveling. That desire to “do well” has gone mainstream with the National Geographic estimating as many as 55-65 million U.S. tourists can be classified as geotourists, and geotourists spend 75% of the money spent on tourism. Understanding the basics of sustainable and socially-responsible travel can set you apart from other agencies and gain you more affluent clients.
The presentation addresses the ABCs of sustainable travel: 1)What defines a travel products as sustainable as well as socially-responsible, 2)how agents can confirm the sustainability of a travel product and 3) how to market consumers. Further, ASTA’s green program will be explained as well as the contents of the expanded ASTA Green Guide for Travel Agents.
The business case for Consumer Brand RelationshipsCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
Your customers have transitioned from tethered and tolerant to mobile and multitasking. To meet customers’ ever-growing expectations, you must ensure their experiences are pain-free by delivering proactive and engaging interactions across the entire customer journey.
During this webinar, Engaging the Digital Customer: Experiences that Drive Revenue and Loyalty, industry analyst Paul Greenberg will discuss ways to increase customer value, including:
* Understanding how and when to interact with customers
* Considerations for systems of engagement
* Role of proactive engagement to drive revenue
* Detailed use case from strategy to implementation
Forbes Insights-The Age of Brand, Agency & Customer CollaborationPeerasak C.
4 STEPS FOR EFFECTIVE CHANGE
How can executives forge close relationships with
brand or agency peers, while achieving all the
other imperatives that define marketing success
today? Industry veterans advise focusing on four
key areas.
Focal Point 1
Successfully mine all of today’s rich
sources of data
Focal Point 2
Capitalize on the latest technologies for
understanding customers and managing
marketing programs
Focal Point 3
Enhance professional and personal skills
Focal Point 4
Balance local and global imperatives
From Me to We: The Rise of the Purpose-Led Brandaccenture
New research from Accenture Strategy found that 62 percent of consumers globally prefer to buy from companies that stand for a shared purpose that reflects their personal values—and are ditching those that don’t. The study found that companies that stand for something bigger than what they sell are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Read these and other findings from Accenture Strategy’s 14th annual Global Consumer Pulse Research. To learn more, visit https://www.accenture.com/us-en/insights/strategy/Brand-purpose?c=strat_latestthinkingslideshare_10436878&n=smc_1118
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
Negative Reviews & Online Feedback Happens - But Where Do You Go From Here?Aggregage
Responding to online negative feedback can be challenging. What should you say? What should you not say? Should you even respond? In today's, your customers will be not only your biggest advocates but also your biggest critics. However, negative feedback can offer actionable insights to build a stronger product and customer experience.
Tune into the webinar to learn:
• What specific channels do customers go for feedback
• 8 golden nuggets for responding to negative reviews
• Best practices for monitoring and managing online reviews
• How to successfully enable your customer support team to be proactive with handling online customer feedback.
How Dell Delivers Personalized Customer Experiences, Leveraging Digital Commu...Moxie
Jennifer Statham, Dell's Executive Director of Global Marketing Technology presents at eTail West 2014 in San Antonio. She discusses Dell's business mission and how the use of Moxie Software's chat solution is critical to Dell's delivery of personalized customer experiences.
The Art & Science of Modern Marketing: Three Key Best Practices for the JourneyFred Isbell
Digital transformation, widespread innovation and Marketing Technology (MarTec) have fundamentally transformed marketing. The modern marketer must combine art and science to meet the evolving needs of the services marketplace, including thought leadership and storytelling, insights-driven marketing and analytics and innovative digital events and Webinars. We’ll address new requirements, the skills of a successful modern marketer and define key best practices and present real-world examples and experiences in key areas of modern marketing.
This research set out to investigate the emphasis companies are putting on CEM and what steps, if any, they are taking to address this area. It also aimed to measure where customer expectations currently sit with respect to how they are treated by organisations.
The marketing advantage of the sustainable travel niche is the growing desire of consumers to “do well” while vacationing and traveling. That desire to “do well” has gone mainstream with the National Geographic estimating as many as 55-65 million U.S. tourists can be classified as geotourists, and geotourists spend 75% of the money spent on tourism. Understanding the basics of sustainable and socially-responsible travel can set you apart from other agencies and gain you more affluent clients.
The presentation addresses the ABCs of sustainable travel: 1)What defines a travel products as sustainable as well as socially-responsible, 2)how agents can confirm the sustainability of a travel product and 3) how to market consumers. Further, ASTA’s green program will be explained as well as the contents of the expanded ASTA Green Guide for Travel Agents.
Im Rahmen einer Neuausrichtung des Ankaufprogramms sollte sich die EZB von der Negativzinspolitik verabschieden. Das Verhältnis von Kosten und Nutzen der jahrelangen Liquiditätsflut wird von immer mehr Experten kritisch gesehen. Während zusätzliche Liquidität immer weniger bewirkt, erhöhen sich die Belastungen mit der Dauer der Nullzinspolitik.
Die EZB sollte endlich den Kurs wechseln, um unnötige Verspannungen im Finanzsektor zu vermeiden.
The Art of Science Learning Incubator in ChicagoHarvey Seifter
Harvey Seifter is a New York executive who leads the National Science Foundation-funded program the Art of Science Learning (AOSL) as principal investigator and director. Through the project, Harvey Seifter and his team explore the intersection of STEM skills and creativity, and the way in which these can enhance workforce dynamics. Over the past two years, three AOSL incubators have opened in the cities of Chicago, San Diego, and Worcester, Massachusetts. The selection of Chicago as a site in 2013 reflected the city’s robust entrepreneurial community.
Demonstration and validation of social media's impact on brand sales and performance and the wealth of insights derived from that. Why social media reflects the "customer experience" and why companies need to understand it and culitvate this experience.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
Measuring customer experience with social media.jan15Michael Wolfe
The everyday experience and touches of customers to your brand constitutes a significant business driver. This study demonstrates how a special metric of this customer-experience, the SEI, can be used in predictive models to measure, monetize and derive significant insights into how your customers define your brand
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Today’s marketing leadership is being tasked with creating lasting relationships and loyalty among their customer base.
Yet so much of how we engage with customers and prospects is campaign driven, activating specific actions in a single moment in time.
As the development of a robust and connected customer experience strategy becomes the linchpin to CMO success, the question is now more important than ever: Can loyalty and advocacy be built…and how?
This presentation walks through some of the challenges and considerations CMO need to explore in order to reframe how their brands engages their customers like never before.
The Missing Element in Marketing MeasurementMichael Wolfe
While marketing-mix modeling has long been a gold-standard of marketing ROI measurement, it is lacking one very important driver of the business: the voice-of-the-customer. This presentation illustrates how leveraging a metric from social media-brand-experiential comments represents a large and very important driver of brand performance.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
Amplifying media impact with earned social mediaMichael Wolfe
A real case study that shows strong evidence that earned social media actually amplifies the impact and returns from traditional mass media and paid digital advertising. It demonstrates that effective reputation management of social media conversations not only has a direct impact on revenues by also enhances the effectiveness of conventional media and marketing initiatives.,
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
View the full webcast here: http://rtou.ch/2kErvmS
Learn how more than 500 Retailer and Brand Marketing Leaders are trailblazing the way to a Marketing Revolution.
We recently surveyed 500 global business executives about what they are looking for from content providers. Simultaneously, we asked 500 marketers who participate in content creation about how they are building their content strategy. The disconnect between the two is often stark. With 93% of companies surveyed planning to maintain or increase their investment in content creation in the coming year, addressing these gaps between reader need and company strategy is critical to building a compelling content program.
Join Michael Hemsey, EVP of Merkle's Loyalty Solutions as he presents on the current state of the loyalty industry, recent industry developments, and what approaches are needed to more effectively execute loyalty programs.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
3. 3
About Us
Bottom-Line Analytics is a full-service consulting group
focused on marketing effectiveness and brand performance analytics
We are dedicated to the principles of innovation, excellence, and
uncompromising customer service
Everything we do is geared toward improving the commercial performance
of our clients
Our experts have a total of more than 100 years of direct experience in
research, insights, and ROI measurement
4. 4
Measuring the customer experience is imperative
“You’ve got to start
with the customer experience
and work back toward the technology
– not the other way around.”
~ Steve Jobs
5. 5
Customer Experience Leaders Outperform the Market
CX Leaders
[VALUE]
[CATEGORY
NAME]
[VALUE]
CX Laggards
[VALUE]
0%
20%
40%
60%
80%
100%
120%
CumulativeTotalReturn
Eight-year Stock Performance of Customer
Experience Leaders vs. Laggards vs. S&P 500
(2007-2014)
CX Laggards
In addition to posting a total return
that was 74 points lower than CX
leaders, laggards also had higher
customer frustration, increased
attrition, more negative word-of
mouth, and higher operating
expenses
CX Leaders
Over 8 years, the leaders of
Forrester’s CX Index enjoyed a higher
total return, higher revenues from
better retention, less price sensitivity,
greater wallet share and positive word-
of-mouth) and lower expenses from
reduced acquisition costs, and fewer
complaints,
6. 6
4%
27.6%
11.8%
23.7%
31.6%
What does your company's executive leadership
think about the ROI of CX?
Doesn't believe there's an ROI of CX
Unsure there's an ROI of CX
Believes there's a small ROI of CX
Believes there's a moderate ROI of CX
Believes there's a large ROI of CX
Most Companies Understand that There Is a Sizable
ROI in Customer Experience
7. 7
18.9%
28.4%
35.1%
12.2%
5.4%
How effective is your company at measuring
the business impact of CX?
Very ineffective
Ineffective
Somewhat effective
Mostly effective
Very effective
But TheyAren’t Sure How To Measure It
8. 8
TheAnswer Is with Social Media
United Airlines is
never on-time, and
their service sucks.
Your brand is what people say
about you when you’re not in the room.
~ Jeff Bezos
9. 9But Most Social Media Sentiment Ratings
Are Not VeryAccurate
"Sentiment analysis is a very complex task for a machine because
of the multiple and often unpredictable soft and hard variables that
come into play when interpreting it. The main problem being that
the sentiment of a sentence only rarely lies in the sentence itself
and is instead rooted in the cultural context around that sentence.”
~ Francesco D'Orazio, CIO at FACE Group
"Companies are making decisions based on data
that is just 6% accurate."
~ Carol Haney, SVP at Toluna
10. 10
And They Fall Short In Measuring ROI
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 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
11. 11
One Exception Is Ours:
The Social Engagement Index, a.k.a., The SEITM
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 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
12. 12The BLASocial Insights,Analytics,
And ROI Framework
Fuse SEITM with
advanced analytics to
understand brand
positioning, content
drivers, reputation and
critical elements of
customer experience
Leverage known tools
to listen and monitor
high-level brand-
experience
conversations
Measure language
based on
engagement and
importance via the
Social Engagement
Index, or SEITM
Listening,
monitoring and
basic sentiment
Measuring
language for
brand insights
Social media
advanced analytics
Social
monetization
Apply a trended SEITM
within media mix
modelling to monetize
customer experience
(earned social media)
alongside all other
media and quantify any
synergistic effects
BLA extends the value of social media insights
We will focus on this
specific application
of SEI today
13. 13
SEITM
SEITMStance
Shift
Syntax &
Structure
Tonality &
Sentiment
Context
Custom
Dictionary
AMore Accurate Way
To Mine Social Conversations
• Measures value of
customer experience
• Links closely to sales
• Indicates brand health
• Uncovers “why’s” and
underlying drivers, both
positive and negative
Experiential
Statement
on Social
Media
E
x
R
x
P
r
Customer
Experience &
Engagement
Rational
14. 14
The Difference Is Stance-shiftAnalysis,
AMethod That Measures What Really Matters In Language
• Stance-shiftanalysis,publishedandpeer-reviewed,revealswhatreallymatterstotheconsumer:
– Stance-shiftmeasuresconsumers’verbalshiftsinpositioning astheytalk.
– Wecapturetheemotion,intensity,appraisal,andcommitmentinthecontextoftheconversationstouncoverthedeepsubtleties
andwhatissaid.
• Itenablesustosolvewhatothersmiss:Size,TrendandNewConcepts
– Focusingonlyonwhatmatters:Wefilterandsizerelativeimportancethroughengagement–farsuperiortosimplewords/comment
frequency.
– Consumertrends:Wecapturetheshiftsandprioritizegettingthetrendright,validatedthroughtheindependentmeasureofour
metricsvssales.
– Stanceistunedtodetecttopicsandconcepts,whichwelinktoquantifiedopinions,evaluationsandendorsementsthroughadaptive
tonality,allowingustomapstrengths,weaknesses,opportunities&threats.
• SemanticEngagementIndex:SEITM integrates ourstance-shiftmeasurementtopowerourconsumerinsights.
15. 15
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 would bungle
the analysis of this statement.
Positive
Negative
16. 16
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
Engagement
Transitional
word (Shift in
Stance)
Shift-StanceAnalysisAccounts For Context, Industry
TerminologyAnd Channel-Specific Language
17. 17
Our Process Brings Structure
To Consumer Data Chaos
From millions of cleaned
social media conversations
We detect thousands of
interesting “nodes” of
consumer information
Our supervised learning pattern
detection organizes the nodes
Small Pepermint Afternoon Snack 12Pack
Great Deal Breakfast yum Large
Miss it Get me one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8Oz need a hit
Clear themes and topics
of importanceemerge
Powerful social insights on
themes and topics that are
most important to consumers
Advanced analytics to help
drive content strategy
and measure social ROI
18. 18The Correlation to Sales Over Time
Shows the SEI™ Has Strong Predictive Power
18
Correlation = 84%
Note: Lead-lag analysis has confirmed that causation is only one way. The SEI™ to a large degree is capable of driving hard commercial metrics.
86%
Telecom Brand
81%
Soft Drink Brand
84%
Food & Bev
Brand
83%
Hospitality
Brand
19. 19The SEITM
Has Been ValidatedAcross a Diverse
Set of Brands in the US and Internationally
52%
53%
56%
57%
59%
68%
73%
74%
77%
79%
79%
79%
79%
81%
81%
84%
86%
86%
88%
0% 20% 40% 60% 80% 100%
Haircare Brand
Personal Care…
Personal Care…
AVERAGE
Hospitality Brand 2
Cosmetic Brand
Softdrink Brand
DIY Retailer…
Telecom Brand
Movie 2
SEI Correlation To Sales for 18 Brands
Validated more than any other social metric
20. 20The SEITM
Has Broad-based Application
$
Monitor and manage
consumer conversations
that are impacting your
brand reputation
Apply deep understanding to
consumer conversations to
develop Content and
Marketing Strategy
Enhance the in-market
execution of promotions,
sports sponsorships, and
events based on real
consumer conversations
Monetize your social
media campaigns and
the customer experience
with our media mix models
22. 22
For a coffee retailer, we uncovered 26 “content drivers,” which are topical themes and components of the SEI.
We conducted CART regression analytics, which arrays these themes in order of importance for prediction of SEI.
Of these 26 drivers, 18 were beverage or food product-related, while 8 were topics related to the store experience.
Store experience was found to be a more important than the products
in terms of driving sales and defining the brand.
Key Content Drivers of Retail Sales
To meet people
188
Atmosphere
288
Atmosphere
466
Note: Separate analysis - Classification & Regression Trees (CART)
Positive Social
Engagement
100
To meet people
229
Place to hang out
83
Beverage A
271
Beverage A
74
To meet people
85
To meet people
325
Insight & Outcomes
Key drivers to positive SEI™:
1. A place to hang out
2. To meet people
3. Atmosphere
4. Beverage products
Based on these findings, the client
developed a “2 for 1” promotion
to drive store-level sales.
This was the most effective promotion
run on any product over the previous
three years, generating a lift in three
weeks equal to approximately 4% of
total sales.
Place to hang out
211
24. 24
SEITM and Marketing Contributions for “Zip”
78.6%
2.1%
6.8%
3.3%
3.0%
2.5%
2.4%
1.9%
1.1%0.4%
23.5%
Zip Modeled Incremental Contributions
Baseline
SEI/Mktg Synergy
SEI-Social Media
Radio
POS Signage
TV
Digital Display
Sampling
Pub.Reltns
OOH
Zip’s Marketing Contributions
By modeling Zip with SEITM, BLA found
that buzz and advocacy stimulated
by its marketing efforts drove almost 7%
of its volume, and marketing efforts helped
boost a sizable synergistic dividend.
Zip’s Situation
In 2009, a beverage retailer launched “Zip”
(masked name), an “instant” beverage,
which was a deviation from its naturally
brewed products. Zip was one of the most
successful product launches in 12 years.
Previous modeling research had shown that
Zip actually generated a +3% lift to total
retail sales. The successful launch strategy
was aimed at getting maximum trial and
exposure, driven by an extensive sampling
period and early-stage price promotions.
The challenge in Year Two was to
understand how to position the brand in
order to sustain growth momentum.
25. 25
Zip Sales and SEITM
Correlations Over Time
-
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
2/23/2009
3/23/2009
4/23/2009
5/23/2009
6/23/2009
7/23/2009
8/23/2009
9/23/2009
10/23/2009
11/23/2009
12/23/2009
1/23/2010
2/23/2010
3/23/2010
4/23/2010
5/23/2010
6/23/2010
7/23/2010
8/23/2010
9/23/2010
10/23/2010
Zip Sales Zip.SEI.Ratio SEI Ratio Norm
Tracking the SEITM over time
revealed a high correlation to
Zip’s first year sales.
This was clear evidence
of a powerful and effective effort to
generate strong buzz and advocacy
toward the brand, with
a strong linkage to sales.
Note: Plotted metric is ratio of Positive to Negative SEITM
The SEITM proved to have
a leading-indicator relationship
with Zip sales.
28. 28
Assessing the ROI of Sport Sponsorships
This client spent 65% of its total
marketing budget on sports marketing
without understanding what they were
getting back they were getting for any
of the sports they sponsored.
We used the SEI for each
sponsorship to determine the ROI,
which showed that the NFL
could provide high returns
and high growth.
By investing more in NFL Football
and less on NASCAR and NCAA
Basketball, this client managed to
accelerate YOY growth from 3% to +8%
the following year.
29. 29
Social Media ROI
Marketing Mix Modelling
Pricing Optimization
Radial Landscape Mapping
Key Drivers Analysis
Demand Forecasting
Customer Satisfaction Modelling
Digital Performance Analytics
Dashboards
Segmentation Analysis
BLAIs a TrustedAdvisor to a WideArray of Clients
We believe in the continuous innovative application of analytics to advance
customer-centric decision making for improved business performance.
31. 31
Michael is CEO of Bottom-Line Analytics
LLC in the US. Michael has 30 years of
direct experience in marketing science
and analytics. On the client-side, he’s
worked for Coca-Cola, Kraft Foods,
Kellogg’s, and Fisher-Price. As a
consultant, he’s worked with such blue-
chip firms as AT&T, McDonald’s, Coca-
Cola, Hyatt Corp., L’Oreal, FedEx, and
Starbucks. He has broad experience in
marketing analytics covering marketing
ROI modeling, social media analytics,
pricing research, and brand strategy.
Michael Wolfe
David Weinberger is CMO of Bottom-
Line Analytics. David’s career has taken
him to such blue-chip firms as Coca-
Cola, Kraft Foods, Georgia Pacific, and
Home Depot. David’s consulting
experience has focused on such verticals
as retailing, financial services, apparel,
consumer products, and insurance.
David has considerable expertise in the
areas of customer analytics, life-time
value, shopper marketing, social media,
brand strategy, segmentation, and
marketing ROI analytics.
David Weinberger
Masood is the Bottom-Line Analytics
partner in the UK and heads the
company efforts across EMEA. Before
joining Bottom-Line Analytics, Masood
was Director of Analytics for McCann-
Erickson and has worked for Mintel
International Group, JWT, Costa
Coffee, Coca Cola, and Hyatt Corp. He
is an accomplished econometrician
with extensive experience in marketing
ROI analytics, marketing research,
market segmentation, social media
analytics, and marketing KPI
dashboards.
Masood Akhtar
Bottom-LineAnalytics Leadership
32. 32
EMEA Office:
5th Floor, 39 Deansgate,
Manchester, M3 2BA, United Kingdom
Contact Us US Office:
Suite 100, 1780 Chadds Lake Dr, NE
Marietta, Georgia, 30068-1608
Atlanta, USA