Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Digital/Social Media Conversations

Translating Consumer Engagement
into Marketing Success
Consumer Insights
from the “Voice of
the Consumer”
Next-Generation Marketing Insights

Copyright 2013 Next-Generation Marketing Insights
Confidential & Proprietary; All Intellectual Property Rights Reserved10/9/2013
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• Consumers are shifting at speeds that challenges marketers to
adapt & innovate, while traditional insight techniques are slow to
capture these changes and often create biases when decoding what
consumers think.
• NGMI’s insight techniques provide rigorous solutions to real insight
challenges:
– Size and trends of concepts & attributes for brand opportunities
– What is working and not working with the consumer and why
• Our methodology harnesses the massive, unmonitored, and
unbiased “big” database of conversations by consumers: social
media, transcripts, call centers, focus groups . . .
• We will show you how our validated linguistic approach unlocks the
consumers’ voice to support faster, economical and actionable
insights.
NGMI’s Superior Approach To Consumer Insights

Confidential & Proprietary; All Intellectual Property Rights Reserved
NGMI Synergy Creates Actionable Consumer Insights
Stance-Shift
Analysis/SEI
Unobtrusive
Business
Intelligence &
Modeling
Unbiased
Consumer
Conversations
Unmoderated
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Insight Driven Opportunities
Dashboards to Monitor KPIs & Trends
Powerful multi-dimensional data cube

• Stance-Shift Analysis, published & peer reviewed, reveals what matters to
the consumer:
 Stance-Shift Analysis measures consumers’ verbal shifts in positioning as
they talk.
 We capture the emotion, intensity, appraisal and commitment in the
context of conversations to uncover the deep subtleties of what’s said.
• It enables us to solve what others miss: Size, Trend and New Concepts
 Focusing only on what matters: We filter and determine importance
through engagement – far superior to simple words/comment frequency.
 Consumer trends: We capture the shifts and prioritize getting the trend
right, validated through the independent measure of our metrics vs sales.
• NGMI’s Semantic Analysis is tuned to detect topics and concepts.
 We link these topics to quantified opinions, evaluations and endorsements
through adaptive tonality, allowing us to map Strengths, Weaknesses,
Opportunities & Threats.
 Semantic Engagement Index: SEITM
integrates our Stance-Shift Analysis
measurement to power consumer insights.
Stance-Shift Analysis: Measure What Matters From
Consumers’ Own Words
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The correlation to sales over time shows the SEI™ has Predictive Power,
some of the correlation studies where conducted by bottomlineanalytics.com
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SEI™ Captures The Consumer So Well, It Often Correlates To Brand Sales
(Validated through independent company studies*)

I just got my cool new iphone5 from BestBuy,
however, I keep getting dropped calls on the
Brand X 4G network
Topic List
• Iphone5
• BestBuy
• Brand X
• Network
- 4G
- Dropped calls
Positive tonality
Negative tonality
Flag Brands & Relative Importance
Custom coding enabled by
Business Intelligence
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How Stance-Shift Unlocks A Single Comment
Engagement

Confidential & Proprietary; All Intellectual Property Rights Reserved 7
Business Intelligence
Clustering & CART
Correspondence
The Solution Path For Consumer Chaos
10/9/2013
From Millions of Cleaned
Targeted Conversations
We apply advanced
Modeling Techniques
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
We Detect Thousands of interesting
“nodes” of Consumer information
Striving for integrated consumer understanding
Clear Topics &
Concepts of
Importance
Emerge
Our Supervised Learning Pattern
Detection organizes the nodes

Emerging Delivery
Form
Convenience
Brand Leader & Retail
Presence
Traditional Category
Hot
Healthy Satisfy/Fun Products
Serving Size
Price/Promotion
Cold Hot Cold
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Unlocked Consumer’s Voice allows Structured Roadmap
Client Brand strong in Large Satisfy
/Fun areas, while Segment declining
Client Brand opportunity in
Healthy & Hot Solutions
Most
Important
Least
Important
Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and
reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume.
New Delivery Form solving
consumer Convenience needs –
more presence needed

-40 -30 -20 -10 0 10 20 30 40
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Topics Momentum And Strength
Identifies Threats And Opportunities
Box size represents SEI variable importance
Strength & Performance Grid – Highlights Action Areas
3.5
3.0
2.5
2.0
1.5
1.0
Momentum– SEI Growth
Fun + Cold
Lower priced & Healthy
Build on Strength & Momentum
Defend Strategy:
Important but declining
Low Importance Add Support to Capture Growth/Emerging
Opportunity
ClientBrand:RelativeStrengthVs.Competition

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We Leverage Social Media to Analyze Marketing Events
• Independent industry studies have shown SEI™ as a powerful explanatory
variable:
• Our approach provides a robust measurement of consumer’s reactions to
promotion campaigns.
• Our analysis delves deeper, identifying:
• Consumer references to the underlying theme of a promotion.
• Consumer reactions to promo participation (“I love the way it tastes...”).
• Emergent themes amongst consumers, such as nutritional concerns.
• We present a holistic analysis
• SEI Strength
• GRP Effectiveness (an efficiency measure)
• Consumer likes and dislikes
• Overall quality of consumer impressions
• We identify key values of non-Media marketing events.
• We guide tactical consumer communications.
• We help manage your brand’s consumer activity as the campaign unfolds.
• We de-mystify how different fan segments open new opportunities.

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We Deliver Consumer Insights
That Guide Key Business Decisions
Key Areas
Product Innovation
Discover new ideas from thought leader conversations
Uncover consumer generated product ideas and improvements
Advertising & Communications
See how consumers connect to specific campaigns
Quickly measure impact between campaigns and mediums
Segmentation and Targeting
Identify the most passionate consumers
Learn what grabs their attention
Promotion and In-Market Executions
Improve your promotions by measuring what is memorable
Generate cross-promotional opportunities
Brand Health
Where are the problems and opportunities
Learn what motivates your consumers
Our extensive Marketing experience enables us to work across industries
in applying our innovative consumer insights. We deliver quick and cost
effective solutions by unlocking what consumers are really saying.

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Our Consumer Insight Solutions Drive ROI
Fair
Weather
Followers
Loyal Fan
Strong Fan
Core Fan
Uncover motivational drivers by segment
•Identify the differences by key consumer segment
•Uncover the optimal actions for targeting each group
50
75
100
125
150
Jan Mar May Jul Sep Nov Jan Mar May Jul
Intensity Index
Determine the impact of ad campaigns
Measure the value of sponsorship programs
51%
19%
15%
15%
Distribution of Weighted SEI
NASCAR
Stadium
Name
Hockey
Tennis
3.3
4.3
4.0
5.9
Relative SEI
Use Dashboards to Monitor KPIs & Trends

Wrong Market View
Non-Engaged Consumer
Comments (~79% of total) that are
most frequent
…which is why many have
misinterpreted the market, leading
to false results.
NGMI Methodology Filters out the
Non-Engaged elements
Form and Function
Technical/Non-Emotional
Screen Content
Music-
Centric
iPhone Mac iPod
Price (high)
iPad
Ebooks/eReade
r
Kindle
Hardware/Apps
PC
Correct View
Highly Engaged Consumer
Innovation should focus on
offerings within Apple Culture &
Product Set, with applications and
content leveraging that culture,
recognizing high brand loyalty.
Analyzing Wrong Conversations Led to Many Failed iPad Competitors
Our Correct Consumer Research Showed iPad Was Not About Hardware & Content…
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Custom Analytics Report

iPad example illustrates the concepts and themes of social media conversations, and reflect the composite learning
from multiple analytical techniques.
…For iPad, The Apple Culture Itself Was The Dominant
Influencer
Most
Important
Least
Important
Apple Culture
(Positive Halo)
Hardware/Apps
(Technical / non-emotional)
Content:
Music Centric
iPad iPhone
Screen
Mac & iPod
Kindle/eReaders
Ebooks
Hardware/Apps
PC
Content
Price
Engaged iPad conversations showed that only
choices within Apple were considered
Non-Apple choices were not an
option
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Brands comments and likes build over time can be compared and used
as a base for campaign analysis for tactical management.
50
75
100
125
150
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Intensity Index
We Provide You With The Tools To Manage Your Brand’s
Consumer Activity As A Campaign Unfolds
Facebook Base Report

* GRP Effectiveness Index - Relative ability of a campaign to generate consumer response
** - Unfavorable + Favorable ++ Very Favorable +++ Most Favorable
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We Go Further by Holistically Capturing Consumer
Response to Advertiser Messaging
Innovative metrics provide a platform for campaign comparisons across
messages and insightful eWOM diagnostics driving the numbers.
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0
20
40
60
80
100
120
140
1 2 3 4 5 6 7 8 9 10 11 12
NETSEI™
GRP
First Quarter 2013 Campaign Analyses
GRP & Net SEI™
Grandma’s Pies Free Parking? Love My Dog
GRP

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We rank and score key sections and events on the Facebook Timeline. This
provides a view of marketing events as measured by your brand’s Facebook
activity. Below, the top events that generated the greatest buzz, likes and
intensity:
1. Fall Trends: Fuzzy and Bright
2. Bold Purple
Facebook Timeline Tactical Evaluation Report
And We Extend to Tactical Consumer
Communications

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We Help You Uncover Opportunities By
Consumer Segment
Fair Weather
Followers
Loyal Fan
Strong Fan
Core Fan
TV, Radio, Phone
Apps, Merchandise
Select Game
Subscriptions,
Merchandise
Season Tickets,
Luxury Boxes, High
End Merchandise
Club, School,
Organization Nights
For sports marketing,
• What matters to fans and how is that changing.
• What is important in driving their engagement.
• Uncover concerns before they become problems.
Identify the differences by key fan groups and pinpoint
potential actions targeting each group.

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• Our rigorous methodology creates
performance metrics comparable
across time periods, brands,
categories, channels and special
events.
• The Rainbow event created a
strong surge in volume weighted
engagement that was more
positive than normal, and
supported a successful flavor.
• However, the consumer
conversation effects were not
lasting, which was reinforced by
our qualitative analysis that other
promotions had stronger
consumer resonance for the
brand.
For a Half-Priced Rainbow Blends promotion:
We Measure Promotional Impact with Advanced Metrics
Rainbow Blends

Going Beyond Sales
We Measure the True Promotion Experience
Not all social media comments are equally impactful, so
we created a more predictive measure:
Engagement Weighting Volume
In a recent International Flavors Campaign, Chocolate
had the strongest surge in Engagement Weighting
Volume vs. baseline.
 Promotion Event: Consumer references to the promotion
events and the specifics, i.e., time, date, place, etc.
 Product Experience: Captures customers’ reaction to the
event, product, e.g.: taste. Vanilla discussions were around
the product quality experience, rather than just “what was the
deal”.
 Emergent Themes: Chocolate raised customers’
nutritional concerns that surround diet and weight gain.
We uniquely measure consumers’ shared promotion
experience to evaluate and improve promotion design.
Successful brands’ equity is reinforced through promotions that deliver memorable consumer
experiences that transcend price, so we go further . . .
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Monitor and Manage Brand Reputation
• What are consumer’s perceptions of High Fructose Corn Syrup?
• How do these perceptions impact my product and Marketing strategies?

We Let You Measure The Value Of Sponsorship Programs
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NASCAR Sponsorship
Yielded High Return
• Disproportionate share of social
media comments
• High positive SEI™ ratio
• Large share of comments relating
to season-long, sponsored cars.
Recommended Actions:
Refresh Media Themes
• NASCAR has seen a softening of Intensity
• More opportunities to create excitement
Hockey and Tennis are Growth Opportunities
• Take a page from NASCAR….
• Increase cross-promotional tie-ins
+
51% 19%
15%
15%
Volume Wtg Engagement by Venue
NASCAR
Stadium Name
Hockey
Tennis
3.3
4.3
4.0
5.9
SEI™ Ratio
We uniquely employ our metrics to measure and track media campaigns,
events & promotions; here we measured a clients Sports Sponsorships.
Note: Data changed to preserve client confidentiality
- +

HOTEL VARIABLES STRUCTURE
We mined travelers online reviews, which showed that
Pillows, Amenities, & Front Desk are the key drivers.
Hotel Chain Example
Drivers of Customer Delight & Bookings
CONCIERGE
FRONT DESK
STAFF
MANAGER
HOUSEKEEPING
VALET PARKING
GYM
LOBBY
POOL
PARKING
GROUNDS
FACILITY
OTHER
VALUE
FOODPERSONNEL
ROOM
COST
PRICE
BATHROOM
BED (PILLOW)
ELECTRONICS
AMENITIES
LINEN
FURNITURE
CONDITION
RESTAURANT
BAR
BREAKFAST
ROOM
SERVICE
LOCATION
SPECIAL
EVENTS
NGMI Insight Engine is an unobtrusive window
into the guests’ hotel experience.
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Hotel Strength & Performance Grid
Highlights Opportunities
Personnel represents a major detractor of the guest experience indicating
a prioritized opportunity to improve their positioning among travelers.
3.5
3.0
2.5
2.0
1.5
1.0
RelativeStrength
FACILITY
OTHER
PERSONNEL
-40 -30 -20 -10 0 10 20 30 40
Momentum
Box size represents SEI variable importance
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Key Driver Variable Finding Implication Hotel Action
BED Basic Business hotels
show Pillow quality as
differentiator
Top quality pillows,
when better than
expected, drive delight
Upgrading pillows is a
modest investment that
is noticed
AMENITIES Unusual amenities in the
bathroom and turn down
service is frequently
mentioned
Distinctive items left in
room, like premium
chocolate, drive
passionate comments
Another small
investment that is
making a difference in
tourist destination
locations
STAFF Front Desk interactions that
are not helpful are the
largest source of hotels
losing in rank
Failing to respond at
the front desk quickly
loses business
A more systematic
tracking and coaching
program for Front Desk
Staff
Strategically the success factors make a surprising difference in
hotels’ competitive performance
o Quantitative measures that pinpoint guest delights and disappointments.
o Track guest experiences among competitors
o Prioritize training and investment opportunities by lift in revenues.
o Which advertising and branding are most noticed and memorable.
o Determine guest “equity” by property.
Hotel: Turning Insights To Actions
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Hotel: Learning From Guests
Winning Prosperities & Themes
NGMI Hotel Metrics Ranking & Change – By Area
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Sample Clients

NGMI’s Methodology In Academic Publications
• Boyd Davis, Charlene Pope, Peyton Mason, et al. (2012). Stance Analysis of African Americans with Diabetes: “It’s
a wild thing, waiting to get me”. The Diabetes Educator.
• Antonella Capriello, Peyton R. Mason, Boyd Davis and John Crotts (2011). Mining consumer sentiment from blog
narratives: An application of three alternative methods. Journal of Business Research.
• John Crotts, Boyd Davis and Peyton Mason (2011). Analyzing travel blog content for competitive advantage:
Lessons learned in the application of software aided linguistics analysis. In Marianna Sigala (ed) Web 2.0 in Travel,
Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate Publishing Ltd.
• John Crotts, Peyton Mason and Boyd Davis (2009). Measuring guest satisfaction and competitive position: An
application of stance shift analysis of blog narratives. Journal of Travel Research, Vol. 48 (4), 139-151.
• Boyd Davis and Peyton Mason (2008). Stance analysis: when people talk in online focus groups. Handbook of
Research on Computer Mediated Communication. In S. Kelsey and K. St. Amand (ed). Hershey, PA: Idea Group, Inc.
•
Peyton Mason and Boyd Davis (2007). More than words: Using stance-shift analysis to identify crucial opinions
and attitudes in online focus groups. Journal of Advertising Research 47, 4: 496-506.
• Peyton Mason, Boyd Davis and Debora Bosley (2005). Stance Analysis: Social Cues and Attitudes in Online
Interaction. Innovations in E-Marketing II. In S. Krishnamurthy, (ed). Hershey: PA: Idea Group.
We are leading experts in language analysis using proven cutting-edge
methodologies, with widely published peer reviewed academic validation.
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Who We Are
What sets us apart? We are best in class and widely published in translating
linguistics into practical applications. Partners have a wide and deep experience
working for and consulting with leading companies including: Coca-Cola, Home
Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across
industries.
PEYTON
MASON, Ph.D.
Helped pioneer
stance-shift analysis
and has extensive
market research
experience.
SCOTT
WALKER, MBA
Leading role in
transforming
consumer and quant
data into actionable
insights and decisions
across large and small
FMCG companies.
JOHN
CROTTS, Ph.D.
Fulbright Traveling US
Scholar, Professor of
Hospitality and
Tourism Mgt at College
of Charleston.
Widely recognized in
hospitality research
and consulting.
BOYD
DAVIS, Ph.D.
Bonnie E. Cone
Professor of
Teaching, Professor
of Applied
Linguistics/English.
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Raw Material Used To Power Our Analysis
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Reports Information Used
Facebook Dimensions Analysis
Facebook Companies’/Brands’ Core Timeline &
Fan Pages
Advanced & Customized
Analyses
All Major Social Media Channels:
• Facebook: broader capture of public pages
• Twitter, Google+, YouTube
• Boards, Blogs, Groups & Forums
Can be customized with other sources:
• Complete captures of targeted special interest sites
• Consumer call center and other electronic consumer
interactions

Want to learn more?
To Arrange A FREE webinar,
Contact
Diane Light Waight
Sales Consultant
770.316.0941
diane@lightwaightconsulting.com
http://www.nextgenmi.com

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