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

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 Reserved

10/9/2013 2

• 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


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


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Business Intelligence

Clustering & CART

Correspondence

The Solution Path For Consumer Chaos

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From Millions of Cleaned Targeted Conversations

We apply advanced Modeling Techniques

Small Pepermint Afternoon Snack 12 Pack

Great Deal Breakfast yum Large

Miss it Get me one Orange on sale

Morning Half Priced got coupon Drive Home

Vanilla Mocha 8 Oz 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

Clie

nt

Bra

nd

: R

ela

tive

Str

en

gth

V

s. C

om

pe

titi

on


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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/eReader

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

NET SEI™

G

RP

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

Facebook Base Report


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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 Custom Analytics Report

- +


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

FOOD PERSONNEL

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

Re

lati

ve

S

tre

ng

th

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

http://jacksonspalding.com/index.html

http://www.bbdo.com/

http://www.cardiff.ac.uk/

http://en.wikipedia.org/wiki/File:US-DeptOfJustice-Seal.svg

http://www.charlestonwineandfood.com/

http://brand.uncc.edu/sites/brand.uncc.edu/files/media/brand/UNCCharlotte_Logos/Logomark.zip

http://www.oumedicine.com/pediatrics

http://www.musc.edu/


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 Base Report 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 [email protected]

http://www.nextgenmi.com

mailto:[email protected]

https://www.facebook.com/pages/Next-Generation-Marketing-Insights-Inc/395290701152?fref=ts

http://www.linkedin.com/company/652374?trk=tyah

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

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