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.
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 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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...Epsilon Marketing
Epsilon and Transamerica recently co-presented The successful analytics organization at the LIMRA Big Data Analytics Conference. The session was well attended and thought-provoking.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
We are pleased to present the 2018 CMO Virtual Event: The Future of Digital Customer Engagement. In partnership with Argyle Executive Forum, we sponsored this one hour exclusive webinar to explore digital transformation’s impact across marketing, e-commerce, and CX strategies. Terrence Fox, Director of Strategy from iAdvize moderates a highly informative dialog with senior executives from Ethan Allen Global, Crayola and The Hain Celestial Group. Explore the changing dynamics driving brands to reinvent themselves utilizing conversational marketing strategies, leveraging online and offline engagement tactics and utilizing brand ambassadors as the voice of the customer. Get strategic and tactical insight into the customer expectations for interactions with brands and what business leaders must do to remain competitive. View our on-demand webinar at https://bit.ly/2QKwTjL
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
2019 Insights from top US retailers on new trends in digital CXiAdvize
Gatepoint Research partnered with iAdvize to survey US Marketing, Customer Experience and Strategy leaders to better understand new priorities emerging for digital customer experience.
For companies to be successful today, they have to plan for customer journeys not just customer experiences. In the digital age where engaging with customers across the entire purchase process, the experience with the brand can as important - if not more so - than the product itself. The best companies are aligned on their customer journey strategy, are truly omnichannel, get and keep the right talent, know what their return on marketing investment is, have campaigns tailored to their customers, and are agile. David Edelman made this presentation at the Financial Times Future of Marketing Summit.
Bridging the Long/Short-Term Divide: The Role of Magazine Brands in the Digit...Louise Ioannou
Existing work by Magnetic evidences the ability of magazine media to drive long term brand effects. This new report conducted for us by Peter Field, takes campaigns from the IPA Databank and looks at the magazine campaigns to understand their contribution to effectiveness.
The report backs up finding that magazines are better used as part of a long-term strategy. Business effects are amplified in cases where magazines are used in long-term campaigns.
Why true digital transformation must take place across the entire banking ent...Epsilon Marketing
In the global omnichannel world we live in today, financial institutions are hindered by their disparate and siloed systems.
The rise of online banking has produced a massive shift in the way people engage with their money, bill paying, and most importantly, their banks. Today’s consumer is connected more or less 7x24x365 via mobile devices and WiFi in their cars. Banking and insurance companies are struggling to shape their online and digital engagement to match the expectations and desires of the consumers. They need to transform so that they can better understand their consumers.
With this focus on digital transformation, the financial institutions must focus on producing an enterprise-wide solution that enables the business to find, engage, convert, cultivate and expand their relationships efficiently.
Join us as we explain how organizations are successfully transitioning to enterprise-wide digital transformation.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
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.
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...Epsilon Marketing
Epsilon and Transamerica recently co-presented The successful analytics organization at the LIMRA Big Data Analytics Conference. The session was well attended and thought-provoking.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
We are pleased to present the 2018 CMO Virtual Event: The Future of Digital Customer Engagement. In partnership with Argyle Executive Forum, we sponsored this one hour exclusive webinar to explore digital transformation’s impact across marketing, e-commerce, and CX strategies. Terrence Fox, Director of Strategy from iAdvize moderates a highly informative dialog with senior executives from Ethan Allen Global, Crayola and The Hain Celestial Group. Explore the changing dynamics driving brands to reinvent themselves utilizing conversational marketing strategies, leveraging online and offline engagement tactics and utilizing brand ambassadors as the voice of the customer. Get strategic and tactical insight into the customer expectations for interactions with brands and what business leaders must do to remain competitive. View our on-demand webinar at https://bit.ly/2QKwTjL
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
2019 Insights from top US retailers on new trends in digital CXiAdvize
Gatepoint Research partnered with iAdvize to survey US Marketing, Customer Experience and Strategy leaders to better understand new priorities emerging for digital customer experience.
For companies to be successful today, they have to plan for customer journeys not just customer experiences. In the digital age where engaging with customers across the entire purchase process, the experience with the brand can as important - if not more so - than the product itself. The best companies are aligned on their customer journey strategy, are truly omnichannel, get and keep the right talent, know what their return on marketing investment is, have campaigns tailored to their customers, and are agile. David Edelman made this presentation at the Financial Times Future of Marketing Summit.
Bridging the Long/Short-Term Divide: The Role of Magazine Brands in the Digit...Louise Ioannou
Existing work by Magnetic evidences the ability of magazine media to drive long term brand effects. This new report conducted for us by Peter Field, takes campaigns from the IPA Databank and looks at the magazine campaigns to understand their contribution to effectiveness.
The report backs up finding that magazines are better used as part of a long-term strategy. Business effects are amplified in cases where magazines are used in long-term campaigns.
Why true digital transformation must take place across the entire banking ent...Epsilon Marketing
In the global omnichannel world we live in today, financial institutions are hindered by their disparate and siloed systems.
The rise of online banking has produced a massive shift in the way people engage with their money, bill paying, and most importantly, their banks. Today’s consumer is connected more or less 7x24x365 via mobile devices and WiFi in their cars. Banking and insurance companies are struggling to shape their online and digital engagement to match the expectations and desires of the consumers. They need to transform so that they can better understand their consumers.
With this focus on digital transformation, the financial institutions must focus on producing an enterprise-wide solution that enables the business to find, engage, convert, cultivate and expand their relationships efficiently.
Join us as we explain how organizations are successfully transitioning to enterprise-wide digital transformation.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
Após o acidente nuclear que levou a uma evacuação (quase) total, dois homens decidiram ficar para trás e tomar conta de todos os animais que foram subitamente abandonados. https://www.mundodosanimais.pt/
Ligji per vleresimin e ndikimit ne mjedis te projekteve e pjesemarrja e publi...Arta Alla
Ky prezantim ben nje permbledhje te ligjit te VNM-se Nr. 10 440, datë 7.7. 2011 ”Për Vlerësimin e Ndikimit në Mjedis”. Nje fukus i vecante i kushtohet pjesemarrjes se publikut ne procesin e VNM-se
Why you need to learn Digital Marketing? This PowerPoint presentation gives you eight solid reasons to choose Digital Marketing as a career choice, What are the career opportunities available in Digital Marketing and some basic concepts of SEO.
www.meritasdigitalmarketing.com
www.meritas.in
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
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.,
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.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
The enterprise marketer's playbook: Building an integrated data strategy.
An integrated data strategy can help any business see customer journeys more clearly ― and then give customers more relevant ads and experiences that get results. So why doesn't everyone have such a strategy? We look at what sets the marketing leaders apart.
Let marketing data be your guide
If you've ever felt too swamped by data to find the customer insights you need, you're not alone. But there's a new and better approach to gaining deeper audience insights: building an integrated data strategy.
Read this report to learn how:
86% of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.
75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.
Leading marketers are 59% more likely to use digital analytics to optimize the user experience in real time.
Measurement and monetizing customer experience with social media.Michael Wolfe
This is a seminal study that provides substantial evidence that social media is not an upper funnel influence on brand awareness, but rather a metric reflecting the customer-brand experience which has a direct impact on customer purchase behavior.
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.
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’.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Integrates brand track scores with sales in a marketing mix modelling based technique. Optimizes media usage to longer term brand equity growth as opposed to only sales.
Relationship between Paid, Owned and Earned in the marketing ecosystem. Describes the new consumer path to purchase while keeping all influences in view
State of Artificial intelligence Report 2023kuntobimo2016
Artificial intelligence (AI) is a multidisciplinary field of science and engineering whose goal is to create intelligent machines.
We believe that AI will be a force multiplier on technological progress in our increasingly digital, data-driven world. This is because everything around us today, ranging from culture to consumer products, is a product of intelligence.
The State of AI Report is now in its sixth year. Consider this report as a compilation of the most interesting things we’ve seen with a goal of triggering an informed conversation about the state of AI and its implication for the future.
We consider the following key dimensions in our report:
Research: Technology breakthroughs and their capabilities.
Industry: Areas of commercial application for AI and its business impact.
Politics: Regulation of AI, its economic implications and the evolving geopolitics of AI.
Safety: Identifying and mitigating catastrophic risks that highly-capable future AI systems could pose to us.
Predictions: What we believe will happen in the next 12 months and a 2022 performance review to keep us honest.
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...sameer shah
"Join us for STATATHON, a dynamic 2-day event dedicated to exploring statistical knowledge and its real-world applications. From theory to practice, participants engage in intensive learning sessions, workshops, and challenges, fostering a deeper understanding of statistical methodologies and their significance in various fields."
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeWalaa Eldin Moustafa
Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
Unleashing the Power of Data_ Choosing a Trusted Analytics Platform.pdfEnterprise Wired
In this guide, we'll explore the key considerations and features to look for when choosing a Trusted analytics platform that meets your organization's needs and delivers actionable intelligence you can trust.
1. 1
Measuring and Monetizing the Customer Experience using
Voice-of-the-Customer Social Media Data
New Developments in Measurement and Analytics
2. 2
The Premise and Measurement Raw Material
• Public Relations ….. The professional maintenance of a
favorable public image
Brand
Image &
Reputation
(PR)
Social Media
Voice-of-the
Customer
(VOC)
Customer-
Brand
Experience
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
101.5%
S&P 500 Index
72.3%
CX Laggards
27.6%
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 They Aren’t Sure How To Measure It
8. 8
The Answer Is with Social Media
United Airlines is
never on-time, and
their service sucks.
9. 9
The Answer 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
10. 10But Most Social Media Sentiment Ratings
Are Not Very Accurate
"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
11. 11
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
12. 12
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
13. 13The BLA Social 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
14. 14
SEITMStance
Shift
Syntax &
Structure
Tonality &
Sentiment
Context
Custom
Dictionary
A More 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
15. 15
The Difference Is Stance-shift Analysis,
A Method That Measures What Really Matters In Language
• Stance-shiftanalysis,publishedandpeer-reviewed,revealswhatreallymatterstotheconsumer:
– Stance-shiftmeasuresconsumers’verbalshiftsinpositioningastheytalk.
– Whentheseshiftsoccur,weknowthatsomethingisbeingcommunicatedthatisveryimportantandrelevanttothetopicathand
(thebrand)
– Wecapturetheemotion,intensity,appraisal,andcommitmentinthecontextoftheconversationstouncoverthedeepsubtleties
andwhatissaid.
• Itenablesustosolvewhatothersmiss:Size,TrendandNewConcepts
– Focusingonlyonwhatmatters:Wefilterforrelativeimportancethroughengagement–farsuperiortosimplewords/comment
frequency.
– Consumertrends:Wecapturetheshiftsandprioritizegettingthetrendright,validatedthroughtheindependentmeasureofour
metricsvs.sales.
– Stanceistunedtodetecttopicsandconcepts(content-themes),whichwelinktoquantifiedopinions,evaluationsand
endorsementsthroughadaptivetonality,allowingustomapstrengths,weaknesses,opportunities&threats.
• SemanticEngagementIndex:SEITMintegratesourstance-shiftmeasurementtopowerourconsumerinsights.
16. 16The Correlation to Sales Over Time
Shows the SEI™ Has Strong Predictive Power
16
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
17. 17The SEITM
Has Been Validated Across a Diverse
Set of Brands in the US and Internationally
Validated more than any other social metric
18. 18The 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
20. 20
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
21. 21
Case 2: The most important
customer experience drivers
for a hard goods retailer
22. 22
For a hard goods retailer, we evaluated 22 “retail experience” drivers, and the most critical of these are shown below.
Here, the CART regression analytics revealed five customer-experience factors were most important in driving positive
engagement towards this retail brand..
Convenience & National Brands found to be more important than low prices
Key Content Drivers of Retail Sales
Fast Checkout 96
National Brands
82
National Brands
113
Note: Separate analysis - Classification & Regression Trees (CART)
Positive Social
Engagement
100
Product Returns
54
Fast Checkout
136
Product Returns
119
Low Prices
74
Low Priices
98
Assoc. Knowhow
72
Assoc. Knowhow
91
23. 23
Case 3: Finding the right
positioning for a new instant
beverage brand
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
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
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