This document discusses how analyzing both social and enterprise data is needed to understand consumer signals from big data. It emphasizes that choosing a technology that can identify not just what is being discussed but also the why and so what is important. Finally, it stresses that big data is about more than just volume - it is about managing and analyzing complex and varied data to surface business value and insights.

1. REAL TIME ENTERPRISE ANALTYICS
Detecting Consumer Signals from
Big Data
Solving for So What?
Collective Intellect
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2. Making Sense of Social & Enterprise Data
A strategy for addressing the complexity and variety
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3. Incomplete Data is Not Big Data
You need both – Social & Enterprise Data
Social Data Enterprise Data
 20 million unique authors
 500 unique forums/boards
 500,000 posts/day  Survey/Focus Group Verbatim
 50 million unique authors
 2 million fan pages/user groups
 1 million+ posts/day  Private Community
Conversations
 15 million unique blogs (External & Internal)
 1 million+ posts/day Social:
 10,000 new blogs/day  180M unique authors
 300K new authors/day  Call Center/Email/
 60 million unique authors  10M posts/day Chat Transcripts
 8 million tweets/day
 100,000 new authors/day Private:
 Any text-based data
 2.5 million authors  Setup within hours  Text-Translated Video
 40,000 unique sites
 200,000 posts/day
 Private news, research,
 600 thousand unique consumers feeds
 60 thousand reviews/day
 25 unique review sites
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4. Text Analytics Transforms Data Into Actionable Insights
Connect the right audience with right message on the right platform
Finally I can upgrade my phone.
Should I switch from Comcast to
Question is shall I get the iPhone
Fios – based on Verizon Customer
now or wait for the new one or will
Service???
it be pricey when it comes out
I hate Verizon and after
switching now love
Comcast and their high-
speed Internet and On-
Demand selection!
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5. Supporting Customers and Prospects
Requires Both Social & Enterprise Data
 Social media is a single channel and only represents the segment of
your consumers, who use social media
 Customers use multi-channels to communicate with a company why
would you silo your analysis
 Analyzing enterprise data can both validate and further your
understanding of the social conversation
 Unifying social media to enterprise analytics helps tie social media to
the larger ROI question
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6. Making Sense of Social & Enterprise Data
How do you detect consumer signal from
unstructured data?
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7. Making Sense of Social & Enterprise Data
Choose a technology that does more than monitor mentions
Choose a monitoring technology that can:
 Capture on-topic conversation without needing you to know
every combination or configuration of key terms.
 Allow you to adjust your research quickly, without changing
linguistic rules, as the conversation shifts.
 Learn the meaning of terms and disambiguate language -- i.e.,
know the difference between Crocs (the shoes) and crocs (the
reptiles).
 Manage the volume, velocity, and variety of unstructured text,
whether it’s from social media or enterprise.
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8. Choose a Technology
That can help you identify the who, what & where
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9. Choose a Technology
But more importantly the Why & So What?
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10. Where’s the So What?!
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11. So What?
What To Do with Social Media Insights
 Create one-to-one or multi-channel marketing to an audience, who
intend to watch, to purchase, to view
 Verify a social media trend in an offline panel or vice versa before
changing marketing direction
 Confirm a customer’s reasons for dissatisfaction gathered from
feedback forms and monitor social media for increased conversations
 Create a score card combining social and web data to better
understand direct traffic
 Correlate sales and social data and track trends based on geography,
demographics or other variable
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12. Big Data Isn’t About Volume
It’s about managing & analyzing complex data variety and velocity
 Consider how to derive meaning from metrics:
 Tie sentiment to consumer expressions around specific topics, like
pricing, quality
 Group demographic and life stage details for a more robust
understanding of your consumer audience
 Link competitor details to campaign efforts, pricing changes or new
advertising to compare impact across an industry
 Conduct pre and post analysis of new product release or customer
service changes by analyzing
The purpose of the analyzing data isn't to create cute charts and graphs
but to surface business value from any unstructured data
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13. REAL TIME ENTERPRISE ANALTYICS
Like some help getting to the So
What?
Drop us a line at
http://collectiveintellect.com
Collective Intellect
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