Putting the Pieces Together:  Finding Value in Unstructured Data Brought to you by Twitter: #SDCWebcast
About this Webinar <ul><li>Submit your questions in the GotoWebinar presentation window </li></ul><ul><li>Follow along and...
Our Panel Stephen Baker , author of The Numerati, is a journalist based in the the New York area. He spent 20 years writin...
Social Media Impact in Today’s Marketplace <ul><li>Social Media is changing how people are interacting with companies </li...
Evolution of Social Media Strategies <ul><li>Companies are trying to understand and develop strategies on how Social Media...
Unstructured data… what is it and what can I do with it <ul><li>Text data that is captured through a multitude of channels...
Monetizing Social Media as a Channel <ul><li>Part of a broader marketing strategy AND system, not independent </li></ul><u...
<ul><li>Customer surveys </li></ul><ul><li>Collected blog data from products like Crimson Hexagon, Radian6, Attensity </li...
<ul><li>Leverage Teradata Logical Data Model (LDM) to organize captured data and integrate with existing customer data </l...
Harnessing Social Media Channels to Your Advantage <ul><li>Applying the rigor and leading practices of  call center custom...
Knowledge Management is Key <ul><li>Integrating customer forums with internally developed knowledge management systems </l...
Unified Information Access (UIA) is a key to leveraging social media at speed <ul><li>Need to bring these together to quic...
Social CRM Vendors with Structured and Unstructured Capabilities We Are Watching <ul><li>Search </li></ul><ul><ul><li>Atti...
Thanks for Joining Us <ul><li>This webinar will be available on-demand at  www.SmartDataCollective.com . Stop by to learn ...
Upcoming SlideShare
Loading in …5
×

Putting the Pieces Together: Finding Value in Unstructured Data

1,158 views

Published on

SmartData Collective Webinar 4/21/10

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,158
On SlideShare
0
From Embeds
0
Number of Embeds
213
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • TRM will generate, manage and track social media campaigns Teradata will partner with key players in the social media monitoring and analytics space and provide integration with TRM (eg. Radian6, Crimson Hexigon, Attensity, etc.) TRM will enable/facilitate social media sourced triggers for event based marketing campaigns Teradata will help identify key nodes in social networks that can be targeted with appropriate marketing communications
  • Putting the Pieces Together: Finding Value in Unstructured Data

    1. 2. Putting the Pieces Together: Finding Value in Unstructured Data Brought to you by Twitter: #SDCWebcast
    2. 3. About this Webinar <ul><li>Submit your questions in the GotoWebinar presentation window </li></ul><ul><li>Follow along and share your thoughts on Twitter at #SDCWebcast </li></ul>How you can share
    3. 4. Our Panel Stephen Baker , author of The Numerati, is a journalist based in the the New York area. He spent 20 years writing for Businessweek, prior to which he was a reporter for the El Paso Herald-Post and the Daily Journal. While at BusinessWeek, Baker wrote cover stories on blogs, the data analysis of social networks, and Google's cloud computing. He blogs at TheNumerati.net and is on Twitter @stevebaker. Marc Schroeder is Vice President of Teradata’s Customer Management Marketing Solutions team, and a strategic marketing veteran who has specialized in developing Customer Relationship Management (CRM) solutions for companies around the world. Marc has worked on both the vendor-consulting side and the client-user side of the CRM field, and has led CRM strategic initiatives for a number of Fortune 500 companies. Joe Hughes is a senior executive in Accenture’s Global Systems Integration practice and leads the Global Customer Service and Support and Integrated Desktop Offerings for Accenture's Electronics and High Tech industry group. Joe specializes in Voice of the Customer analysis and the service applications of Social CRM. Mike Breitenbeker is Manager of EDW Applications with Overstock.com, responsible for application administration and development to creatively meet the needs of a dynamic business. Prior to joining Overstock.com, Mike worked as the CRM manager and certification database DBA for Novell Worldwide Training Services. Mike holds the Teradata Master Certification.
    4. 5. Social Media Impact in Today’s Marketplace <ul><li>Social Media is changing how people are interacting with companies </li></ul><ul><ul><li>According to one survey 4 out 5 U.S. online adults actively interact with a social network </li></ul></ul><ul><li>Latest study shows 90% of Gen X and Gen Y believe recommendations from their friends rather than marketing </li></ul><ul><li>It took Facebook 9 months to reach 100 Million users </li></ul><ul><li>Social Media (blogs, Twitter, Facebook, LinkedIn, etc.) is amplifying the voice of each individual </li></ul>
    5. 6. Evolution of Social Media Strategies <ul><li>Companies are trying to understand and develop strategies on how Social Media can work for them… </li></ul><ul><ul><li>Mass Advertising </li></ul></ul><ul><ul><li>Brand Management </li></ul></ul><ul><ul><li>Social CRM </li></ul></ul><ul><ul><ul><li>Customer Service </li></ul></ul></ul><ul><ul><ul><li>Cross-sell </li></ul></ul></ul><ul><ul><ul><li>Customer Interactions </li></ul></ul></ul><ul><ul><ul><li>Viral Marketing </li></ul></ul></ul><ul><li>The Social Media strategy and objectives will determine what data to collect and how to use it. </li></ul><ul><li>The strongest impact is connecting the dots between what is going on with your customers in the social space and what you know about them in your CRM environment. </li></ul>
    6. 7. Unstructured data… what is it and what can I do with it <ul><li>Text data that is captured through a multitude of channels: </li></ul><ul><ul><li>Open ended surveys </li></ul></ul><ul><ul><li>Call centers </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Community Forums </li></ul></ul><ul><ul><li>Twitter, Facebook, and other Social Network posts </li></ul></ul><ul><li>This data is your customer/prospect talking to you, about you, and their network of contacts are listening </li></ul><ul><li>Bringing unstructured data into your Customer Data Environment will allow you to hear, analyze, and act on what is being said in these conversations </li></ul>Online Data Offline Data
    7. 8. Monetizing Social Media as a Channel <ul><li>Part of a broader marketing strategy AND system, not independent </li></ul><ul><ul><li>Identify and integrate social media data with customer profile data </li></ul></ul><ul><ul><li>Identify and target key influencers in target market or customer base </li></ul></ul><ul><ul><li>Use social media for selection and segmentation (identify needs and preferences) for targeted promotions through any channel </li></ul></ul><ul><ul><li>Automated response to social media triggers (extension of Event Based Marketing) </li></ul></ul><ul><ul><li>Measure and analyze social media activity and correlate it with marketing programs/campaigns to assess effectiveness and quickly modify campaigns based on this analysis </li></ul></ul>
    8. 9. <ul><li>Customer surveys </li></ul><ul><li>Collected blog data from products like Crimson Hexagon, Radian6, Attensity </li></ul><ul><li>YouTube comments on promotional commercials </li></ul><ul><li>Facebook, Twitter follower comments </li></ul><ul><li>Product reviews </li></ul><ul><li>Share links data from retail web pages </li></ul>CRM/Community Program Source Data
    9. 10. <ul><li>Leverage Teradata Logical Data Model (LDM) to organize captured data and integrate with existing customer data </li></ul><ul><li>Link interactions with existing Integrated Web Intelligence (IWI) architecture </li></ul><ul><li>Track social networking initiatives and IWI data in Teradata Relationship Manager (TRM) analysis modules </li></ul><ul><li>Utilize Teradata Relationship Manager (TRM) to deliver the right offer to the right customer at the right time </li></ul>Transforming Unstructured Data to Customer Dialog Via Integration
    10. 11. Harnessing Social Media Channels to Your Advantage <ul><li>Applying the rigor and leading practices of call center customer service and support to social media requires : </li></ul><ul><li>Integrating customer forums with internally developed knowledge management systems </li></ul><ul><li>Redefining roles of contact centers and agents </li></ul><ul><li>Enhancing the customer experience across all support channels </li></ul><ul><li>Disseminating data quickly to gain insights into the customer experience </li></ul><ul><li>Improving the user experience while reducing service and support costs </li></ul><ul><li>Companies need a faster way to sort, index and access all this information-mapped to legacy </li></ul>Disclaimer: This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.
    11. 12. Knowledge Management is Key <ul><li>Integrating customer forums with internally developed knowledge management systems </li></ul><ul><ul><li>Should support a “virtuous loop” providing a continuous process of learning </li></ul></ul><ul><ul><li>Make the online service experience more robust, helpful, easier to use </li></ul></ul><ul><ul><li>Provide a technology platform that can support various channels in the same framework </li></ul></ul>Knowledge Management Lifecycle: “Virtuous Loop” Disclaimer: This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.
    12. 13. Unified Information Access (UIA) is a key to leveraging social media at speed <ul><li>Need to bring these together to quickly look up issues seen in social CRM in legacy: </li></ul>Disclaimer: This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.
    13. 14. Social CRM Vendors with Structured and Unstructured Capabilities We Are Watching <ul><li>Search </li></ul><ul><ul><li>Attivio: Built by ex-founders of Fast, has over 400 structured data adapters including SFDC, real-time updates, sentiment analysis, entity extraction. </li></ul></ul><ul><li>SaaS CRM Space </li></ul><ul><ul><li>RightNow: Smart Sense-Thermometer of customer sentiment directly on agent desktop </li></ul></ul><ul><li>Buzz Scanners </li></ul><ul><ul><li>Radian 6: Currently working has SFDC legacy CRM integration, working with others </li></ul></ul><ul><li>Knowledge Management </li></ul><ul><ul><li>InQuira: One stop shopping for Web FAQ, Forums, Call Center KM </li></ul></ul>Disclaimer: This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.
    14. 15. Thanks for Joining Us <ul><li>This webinar will be available on-demand at www.SmartDataCollective.com . Stop by to learn more and share your comments! </li></ul><ul><li>To learn more about Teradata visit www.teradata.com </li></ul><ul><li>Connect with our panelists on SmartData Collective by searching for them on our site </li></ul>

    ×