Sentiment Analysis: Extracting

Meaningful Information While Not

Oversimplifying Your Data

#SMTLive

#SMTLive

Thank You to Our Sponsor

@Tracx

#SMTLive

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarPresentation window

#SMTLive

Our Speakers Munish Gupta is the Director of Marketing Analytics at Dell. He brings more than 20 years of experience in social media and marketing analytics, BI and technology. He is responsible for the development and rollout for a big data analytics tool for measuring brand advocacy, deriving actionable insights from social and integrating social into the different business functions. Prior to that, he lead the rollout and support of comprehensive social media measurement and analytics framework for Dell. @guptamun

Eric Berkowitz is VP Solutions Engineering at Tracx. Eric has spent the past 8 years building and scaling businesses in social, mobile, and real-time markets. He has developed an expertise in the implementation of technology and service offerings for social media monitoring, analytics, and engagement needs. Eric has an accomplished track record of empowering clients to leverage social media intelligence for strategic and creative business solutions. With experience in client service, sales, and product management roles, Eric has a unique perspective on the ways emerging technologies are ushering in a new age of socialconsumers and enterprises. @tracx

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

A BRIEF HISTORY OF SENTIMENT

5

“My dad loves lucky charms and eats them every day but I think that lucky charms are gross!”

Traditional Social Sentiment Challenges

SUBJECTIVITY

MULTI-TONE

SPECIFICITY “I love to eat lucky charms but I hate the after-taste”

“Vinnie’s, Steve’s Pizza, and Original Rays all make terrible pizza. Their sauce is horrible and they use rotten pepperoni. I can’t stand any of these places. Joe’s Pizza is vastly superior.”

If we can apply our analysis at deeper levels, we can achieve more accurate and insightful results.

By analyzing sentiment at the entity level, we get a more precise understanding of sentiment:

• Joe’s Pizza – Positive (ingredients)

• Vinnie’s – Negative (sauce, pepperoni)

• Steve’s Pizza – Negative (sauce, pepperoni)

• Original Rays – Negative (sauce, pepperoni)

6

“Vinnie’s, Steve’s Pizza, and Original Rays all make terrible pizza. Their sauce is horrible and they use rotten pepperoni. I can’t stand any of these places. Joe’s Pizza is better and uses quality ingredients.”

A NEW ROAD FORWARD

7

THE POWER OF DISCOVERY

Suggested Entities

Auto-detection of prominent and emerging entities will alleviate blind spots and encourage pro-active attention to potential opportunities and threats.

ConfidentialConfidential

Sentiment Analytics –Dell Case Study

Munish Gupta

Director – Marketing Analytics

Twitter - @guptamun

Confidential9

Social Media Data and Sentiment Analysis

>25k Dell conversations

everyday

• Equivalent to real-time customer feedback about our products / services /campaigns and every facet of the business.

How to Measure?

• Proprietary advocacy metric – SNA (Social Net Advocacy) calculated from social conversations for 150+ business topics (product/service/business functions) and collectively represents brand advocacy.

What it tells us?

• Biz Managers can track and monitor SNA metric real-time for their area and analyze data to get actionable insights.

Confidential10

Data Flow for Sentiment Analysis

Aggregate Enrich Measure Deliver

11

Dell - Internal Use - Confidential

Dell – Internal Use Only – ConfidentialConfidential

11

Context is key for Sentiment Analysis

Clarabridge tagging is by topic

Sentence Topic Sentiment Intensity

1 Hard Drive (-) -2

1 Mini 9 (-) -2

2 Hard Drive Neutral 0

3 Hard Drive (+) 2

Separates into 3 distinct

sentences and assigns

sentiment and topic for each

sentence.

“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”

Topic and sentiment determination using Text analytics (NLP)

Actual Social Media Example Post from Blogspot.com

1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9

3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"

2) which originally came with an 8GB PCIE SSD.

Actual Post:

Confidential

Social data and Sentiment analysis provides insights across all business functions

12

Product

Development

• Primary Research

• Early Warning system

• New Product Ideation

Marketing

• Instant feedback on

campaigns

• Improve Product messaging

and offers/promos

• SEO/SEM

NPS® Diagnosis

• Issue identification and

tracking

• Predicting NPS® based on

advocacy metric

Sales

• Lead Generation and

Scoring

Support/

Customer Service

• Improve coverage

• Prioritization of support

issues

M&A

• Research on potential

acquisitions

• Customer reaction on

upcoming acquisitions

ConfidentialConfidential

Dell is using SNA as Real-time NPS®

and a leading indicator

13

0

1

2

3

4

5

6

7

22

23

24

25

26

27

28

29

Q1 Q2 Q3

NPS SNA

ConfidentialConfidential

14

Further Validation - Topics that change in NPS® also showed change in SNA

Topics

• Owning and Using

• Resolving Queries

• Order Web

Social media detected changes in SNA across specific categories….

The same categories that drove the NPS change.

#SMTLive

Thank You to Our Sponsor

@Tracx

#SMTLive

Win a Free Ticket to The Social Shake-Up!

#SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win.

Tweet: “I want to go to #socialshakeup15 because…”

#SMTLive

Upcoming Webinar

March 3rd

Boldly Take Your Content Where No One

Has Gone Before: Tactics for Better Content

and Competition Analysis