Building the Business Case for Text Analytics

Drive Business Gain through Social Media Analytics

Angela Hausman,

Associate Professor of Marketing, Howard UniversityCEO, Hausman & Associates, LLC.

Mark EduljeeConsumer Support Services Insights

12th Annual Text Analytics Summit West December 3-4 2013, San Francisco, CA

• Social Media data & predictive analytics• Assessing Brand perception using Social• Customer experience impact opportunity • Applying Insights for effect

Hausman and Associates

• 2.2 X better ROI• DATA• 80% unstructured and 3

Vs• 20% growth• 1.6X 1021

• 60% MORE analytics skills• Assumptions?????

Data river

Which stage are YOU in?

Hausman and Associates

What is a Listening Post?

Insights for the Gatorade Brand

Hausman and Associates

CONVERSIONKPI’S

SALES FUNNELCUSTOMER SATENGAGEMENT

SENTIMENT

Use Case: Disney

Predictive Analytics

Y= ƒ (Xi, ßi)• Behavior= Attitudes, Social Norms• CLV• Tech Acceptance = Perceived Usefulness, Perceived Ease of Use• Events = Community Engagement, Performer, Venue, Location• Segmentation• Forecasting

Hausman and Associates

Use Case: Hybrid Channels

Product Return P

Immediacy

Anticipated Challenges

SearchResults

GeographyHybrid use

Listening Tools

nVIVOHyperRESEARCHSPSS text analysis software

• Customer experience impact • Applying Insights for effect

Mark EduljeeConsumer Support Services Insights

“Drowning in data, starving for insights”

“The problem is not the data. It’s the compelling need for context and actionable insights.”

The Everything approach:• Analyze everything• Everything is equally important• Success = acting on everything

Everything for everyone, and nothing for anyone

Analytics overreach and complexity:

The problem with everything

Ask the right questions

• Expensive• Frustrating• Does not scale• Activity instead of action

nothing7 Principles for useful Analysis

1. Begin from the end (what is the need)2. Tools are not a strategy (likes and followers – So what?)3. All data is not equal (telemetry, support, experience)4. When is enough, enough? (confidence)5. Why measure and analyze? (accountability)6. Get clear about “Social”: What, who, when?7. What is the priority: 4 Social Media Data uses

1. Marketing2. Communication3. Engagement4. Insights

All-or-

Social Media data impact opportunity

1. Global2. Always on3. Always relevant4. Short life, long memory

SM analytics strategy

1. Needs vs wants 2. Realistic expectations3. Sponsorship, stakeholders 4. Operations, tools, dashboards

Pulling it together

Begin with the endTools are not a strategyBuild a framework Watch your A’sOngoing maintenance

@MarketingLetterhttp://hausmanmarketingletter.comhttp://LinkedIn.com/in/angelahausman@MarketingLetter

Mark Eduljee on LinkedInMarkeduljee.com -- Blog