Churnbar tweet classification

ChurnBar

©ChurnBar Limited 2011 2

Why?

Sky (2008)

– CAC: £442

– Churn: 10.3%

– Customer: 9.9m

– £450.7m

– ARPU: £427

SKY 2008 Financials

Operating profitChurn expenseOther expense


How does ChurnBar fit with CRM

peoplecustomers

ChurnBar

customerintelligence

A new insight

digitaluniverse

digitaltrace

CRM Rest ofOperations

product, service, cash


How

Technology:

– Social media search: existing system

– Manual Classification: existing systems

– Bayesian Classifier or independent probability model: to be developed.

– Link to CRM system – to be developed.

We will need to work with a CRM operator in order to test the system with real data.

©ChurnBar Limited ---- churnbar.com 5

Methodology

Collection Used our unique social media listening tool to

collect posts; Only used Microblogs (twitter and Friendfeed); 1 week – 19th – 25th July;

Classifier 200 randomly selected posts classified as

positive, neutral, or negative – used to train classifier;

Rest of data fed in - Probabilities output; sorted, max. selected.


75 negative; 22 high confidence “@MarpleLeaf Poynton residents campaigned fiercly

to stop Tesco & won.They weren't anywhere near…” “RT @Scotty_McTweety : note to self, tesco value

plastic spoons are not designed for stirring”

1541 positive; 422 high confidence “@ Dan_Phillips93 oh :( Yeah, well I enjoy having to

get permission to sell alcohol in tesco ...” “Nando’s Piri Piri ketchup was 50p not long ago in

Tesco. If it still is, get involved.”

Tesco 7514 posts


168 negative; 57 high confidence (>90%) “ASDA CHOSEN BY YOU DEEP FILL BACON

QUICHE ... Doesn’t actually taste that good. Stop” “@asda why hasn't my never say never dvd fans

directors cut been delivered to my house yet??”

813 positive; 126 high confidence “@Jaidakiss LOOOL sooooo.... i think we needa go

asda im start dancing agen :p ima bad gyal dancer” “@mattrlfc1 @kendalcalling costco or asda i reckon! I

know its 20 cans of strongbow for 13 quid”

Asda 5507 posts


94 negative, 38 high confidence (>90%) “@ iChazzer I was going to get nesquik powder from

sainsburys but thought it was rather expensive “ “in sainsburys while with my gran. Basterd”

1491 positive, 626 high confidence “@LouiseStewart No because the middle class shop

at quality supermarkets like Sainsbury’s” “excited about a Sainsbury’s. Yes that’s the one.”

Sainsburys 4509 posts


Call / no call

Sentiment scoring is status - not actionable. Sainsbury’s posts classified to call / no call –

results offer obvious actions. Criteria can be: a complaint; an insult -

burning down the store; a problem; or a query... not always –ve.

Larger training set needed – low density of “Call” classifications.


Example call posts

“@sainsburys hi can you do another stock check for 10 can coca cola., castle boulevard. went tonight” –

“Had two mishaps at Sainsburys. Pack of Carling collapsed and damaged my little finger.Ouch! Also £6…”

“@abikaylicious but my own always has koko jare. Hmmm. Do they sell poundo flour at sainsburys ? I…”

“@GerryGreek 'THANK YOU for using Sainsburys Self Checkout' (patronising b*tch!). I try 2 run b4….”


From search we have username and full name.

Using our tools, we can then find out more about the person.

All of this data to CRM for ACTION by agents.

People….


Things...

Classifications can be set up to extract sets of posts about particular issues / events, eg:

Product categories; Product launches; Special offers, etc. Local issues Competitors


Business case...

Current:• 1000 texts per supermarket per day (PSPD)

• With 10 action items PSPD

Manually classify: (2 microblogs only)• 60 sec per text .

• 60k sec (20 hours) PSPD.

• Charge out at £40 per hour: £800 PSPD.

• £6k/day for UK. £72k/day for Europe. £200K/day for World

Business case…

Churnbar:• Automation will reduce costs. People costs are

focussed on customer experience.

• Drivers for multiple platforms (Facebook etc.) future-proofs investment

• Make this activity practical (reading these texts is mind numbing) for volume brands with 1:100 signal to noise.

• Sentiment classifiers make the system scalable.

Churnbar tweet classification

Technology

Transcript of Churnbar tweet classification