BlueOcean's 'PersonATM' solution provides real-time insights from social media to help organizations better profile and segment digital customers. Key features include customizable social scoring, direct engagement tracking, and integration with existing systems for personalized marketing strategies. The solution aims to enhance customer understanding, drive product innovation, and improve engagement through data-driven decision-making.

1. February 2015: Private and Confidential
Persona™
Product overview

2. © 2015 Blueocean Market Intelligence
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Blueocean’s “Persona™” solution
Overview
Organization today face the compelling challenge of identifying, tapping and influencing digital
customers towards their products and services. Limitless social data in an ever increasing
digital eco system makes customer profiling and segmentation job difficult
Blueocean Market Intelligence proposed solution
• Near to real time insights from social media of an individual as defined by business
priorities
• Ability to integrate organization customer segments and other behavioural data
• Showcases direct conversations with the Brand and User to understand previous context
• Identifies power users and separates the potential advocates from the noise
• Sort and filter by different measurable criteria’s to obtain relevant results
Application in Business
• The insights generated in the process can be integrated with existing systems to determine
the appropriate segments of the customers & to create personalized communication
programs or engagement tactics
− Integrating with existing CRM system
− Targeted campaigns based on personas and influence scores / advocacy
− Credit Score / Net Promoter Score
− Social lead nurturing
− Product innovation opportunities
− Emerging consumer trends and insights

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Key features of the solution
1 Real time data of an individual across key social media channels
2
Customizable social score (in the scale of 1-5) to define relevance based on
organizations needs
3
Showcases direct conversations with the Brand and User to understand
engagement context
5 Identifies Power Users and separates the potential advocates from the noise
4
Sort and filter personas / profiles by different measurable attributes
( vanity metrics vs. custom segments) to obtain relevant results
6
Ability to integrate with CRM or other customer database for designing email
campaigns allowing direct reach to customers from the platform itself
7 Detailed insights and dashboards for further custom decision making process

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Benefits to your organization
• Understanding consumer need states and preferences then how do they
relate it to brand
• Identifying relevant users and separating potential individuals from noise
for different archetypes
• Insights based on different segmentation for different archetypes
• Integrate with existing CRM or customer database for campaigns,
• Creating and measuring powerful brand attributes, which can be mapped
to marketing communication plan
• Leverage insights for
– Identifying product innovation opportunities,
– Marketing communication program definition
– Product innovation
– Customer experience management
– Market white spaces

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Usage scenarios by stakeholder organizations

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Persona™usage scenarios – by departments
• Create customized
web user experience
for different
personas and
segments
• Improving web user
experience by
identifying customer
pain points during
their digital journey
• Fuel market research
opportunities by
• Product innovation
• Consumer insights
• Market white
spaces
• Creating a more
enriched prospect /
customer strategy
• Drive better
communication
engines
• Prospect scoring:
high vs. low
• Augment the
prospect / customer
details and insights
• Convert customer
segments into
different buyer
personas
• Enhance better
target strategies for
Prospects / Leads
• Drive innovation for
MARCOM
• Drive competitive
tactics and strategy
plans
• Enhance scoring
engines
Marketing Team
Sales Team Web User Experience
Team
Market Research Team

7. Technical details

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Technology execution workflow
Define Ontologies prior to
data extraction
Design and execute social
API for extraction
Set up business logic
and rules
Check attribute
mapping
Check attribute
mapping
Approve for
release into UI
Run audit process / logic at different CLsData integrated into UI
Map profiles with summary dashboard Final audit and launch

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Approach – creating digital personas
Identify your key
markets / GEOs
Identify most relevant profiles
mapped to segments defined
Set business rules and
logic for data extraction
from social platforms
• Initiate data extraction from social platforms
• Run process and business logic for auto segmentation
Create and present personas and
consumer profiles

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User profile snapshot
Solution
Automated platform to provide
companies with 360 degree view
of the customers and create
accurate and actionable insights.
FEATURES
• Deep dive analysis of KPIs highlighting his / her social popularity
• Taps into consumers digital circle which can be used to tap into potential engagement opportunities
• Activity breakdown by hour and day
• Highlights and plots a users command over choice of topics, preferences and need states

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View into summary dashboard
Solution
Automated dashboard capabilities with drill down features highlighting consumer demand spaces, archetypes, other attribute mix which
can be used for engagement and potential innovation opportunities
FEATURES
• Summary view of the geographical split of profiles over the month supplemented by presenting the top influencers for each brand for
that month
• Category breakdown with the help of sunburst chart to drilldown in to each country and look at each attribute.
• Stitching multiple digital profiles of same consumer

12. Case study

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Enhancing customer segmentation by infusing social
media insights to drive effective campaign strategy
• One of the large technology companies
wanted to better target profitable
segments for acquisition
• Enhance engagement with their
profitable customers to drive digital
utilization
• Try to propagate engagement to drive
customer brand advocacy
• Create a more personalized
engagement initiatives based on digital
profiles
• Avoid one size fits all approach in the
marketing campaigns
• Consider customer preference in
defining engagement models
Objective
Initial build
• Blueocean conducted detail and in-
depth social intelligence process to build
initial understanding of depth and
breadth of digital behaviors and
attitudes
• Identified key primary behaviors and
attitudes of customers and prospects
Integration and refining
• Blueocean team enhanced the existing
customer segmentation by segment the
customer base by overlaying with
existing New Norms segmentation
• Develop model and attribute segments
on top of the client database
Workshops and implementation for
business
• Blueocean team assisted our client to
drive business engagement and
adoption
• Define specific campaigns to test the
new segmentation
Approach
• Blueocean team defined 6 primary
behaviors and 4 key defining factors of
segmentation
• Created 7 social independent
segmentation which integrated with
the existing customer segmentation
• Deployed 3 campaigns to test the new
segmentation exercise
• Monitored campaign effectiveness and
customer reaction to the campaigns
• 25% uplift in the campaign for the test
group
• Enhanced customer satisfaction based
on satisfaction scores and focused group
conducted post campaign period
Result

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Enhancing customer segmentation by infusing social
media insights to drive effective campaign strategy
Example of a unique segment profileSample primary behaviors
(Makers, producers, collectors, or
sharing other individuals digital content)
Creating and
Curating
(Comment or review others content,
products or services)
Critiques
(General purpose is to connect and stay
in touch)
Socialist
(Silent and watchers of what’s going on)Spectators
(Shopping or intent to purchase goods or
services)
Purchasers
(Driving own thoughts, beliefs and
perceptions)
Sharing

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Deployed Persona™ for a leading CPG client in US
• Customer had limited insights into
consumer behavior, preferences and
need states based on primary MR
data
• Client wanted detailed insights into
following key attributes:
− Need states and consumer
preferences
− Opportunities of product
innovation
− Enrich existing consumer data
base by using social data and
map it to DB
− Use the platform for direct
marketing and 1:1 customer
mapping
Objective
• Blueocean team setup an social
analytics team consisting of:
− Social media specialists
− ETL and technology specialists
− Visualization specialists
• Identified different demand spaces
for client products and attributes
• Created different ontologies to
generate data from social media
platforms
• Created APIs to connect to social
platforms at source and extract
~ 4 mil. Data points
Approach
• Created 100,000 customer profiles
for client beverage and snack brands
highlighting different attributes and
metrics
• Based on periodic consumer
feedback data collected over time,
increased customer engagement led
to improved C-SAT scores
• Created close to 10 new product
innovation opportunities for client
post platform deployment
• Enabled direct targeting on social
platforms based on different profiles
and personas
Result

16. © 2014 Blueocean Market Intelligence
360 Transformation
© 2014 Blueocean Market Intelligence
© 2014 Blueocean Market Intelligence
360 Transformation
© 2015 Blueocean Market Intelligence
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For more information:
Anees Merchant
Anees.m@blueoceanmi.com
United States | United Kingdom | India |
United Arab Emirates| Singapore
www.blueoceanmi.com
360 Transformation