1. How Can Brands Best Understand Their Consumers: Social Listening
How Can Brands Best Understand Their Consumers: Social Listening? Traditional Brand Tracking? Or Both? Market Research Council
September 21, 2018
Rob Key, CEO, Converseon

2. Our View of the World Structured Unprompted Prompted Authentic, direct
Voice of customer
(in real-time)
Social
Unstructured
80-90% of all potentially usable business information may originate in unstructured form
Merrill Lynch

3. But…it Has Been Messy Challenges of Disambiguating
Words, Meanings and Context,
Slang, Sarcasm.
Companies only processing
21% of their unstructured
data (Forrester)

4. Case in Point
Common Boolean-based approaches tend to only find and classify 15-30% relevant documents

5. So Not a Surprise….
“Far from being unfixable, however, miscalculations
in social-media analyses can already be fixed using methods developed to fix similar problems in studies in epidemiology, statistics and machine learning.”
- ComputerWorld

6. ML-as-a-Service for NLP
60 Years into Computation Linguistics, AI is Changing the Game
Micro
World
Statistical
Models
Grammars
Ontologies
Georgetown
Experiment
1950
1960
1970
1980
1990
2000
2010
Deep
Learning
ML-as-a-Service for NLP
Computers just don’t have the brains to solve some basic problems – unless we lend them ours.” Dr. Philip Resnik

7. With Training, AI Can Outperform Individual Humans for Precision
Accuracy
Recall
Relevancy
Standard Rules Based
Conversus Baseline
Source: Converseon 2018

8. And Classify Data Like Humans Do, Unlocking Higher-Level Variables
Purchase Intent
Advocacy
Motives
Emotion
Customer
Journey
Brand
Attributes
Unmet
Needs
Intensity
Sentiment

9. Multiple Studies Have Shown High Quality Social Data Has
Strong Predictive Qualities
Smoothed time series
Key Variables that explain Sales
*correlation
Topic + Sentiment / Emotion + Motive = .86
Topic + Sentiment / Emotion = .57
Conducted with Converseon/i4i

10. It’s Critically Important for Comprehensive Measurement Frameworks
Source:
Converseon/
Joel Rubinson
Business Outcomes
Brand Equity
(Brand Preference & Advocacy)
Sales / Share Outcomes
Meaning & Engagement
Meaning
(Language, Attributes, Culture, Consumer Interest Profiles)
Engagement
Behaviors
(Community Size & Behavior Toward Brand)
Purchase Disposition (Path to purchase)
Marketing Effectiveness
Spending
Impressions
(Amplification via Paid, Owned vs. Earned)
Return
(Marketing Return on Investment)
Brand Equity: Consumer preference + advocacy; Social NPS (actual advocating versus intent)
Brand Meaning: language, topics, emotions, imagery, opinions, perceptions
Engagement Behaviors: Interacting with brand beyond functional purpose. (likes, retweets, etc.)
Purchase: Purchase funnel analysis; intent to buy
Social Inputs/
Classifiers

11. Why Social? Where? Pervasive and growing Customer Satisfaction
Real-time
Precise*
Predictive
Cost-effective
Time-Travel
Actionable
Authentic
Customer Satisfaction
Customer Experience
Brand Tracking
Campaign Analysis
Targeting
Trend Analysis
…And More.

12. Thanks
Twitter: