hearing the voice of your customer - unvarnished insight and actionable intelligence.pdf

8/10/2019 Hearing the Voice of Your Customer - Unvarnished Insight and Actionable Intelligence.pdf

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Unvarnished Insight / Actionable IntelligenceHearing the voice of your customer


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2012 SAP AG. All rights reserved. 2

Are you seeing what your customers see?


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A wealth of Insight if you can capture it

Social media sites give those

customers who are most vocal

and most influential a platform to

talk about you: your brands, yourproducts, your promotions. Where

customers once had a voice, they

now have a megaphone.


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A wealth of Insight if you can capture it

Can you extract BIG INSIGHTS

from BIG DATA at the speed of

SOCIAL? Can you meld the world

of the web with internal systems

to glean actionable intelligence

by blending structured and

unstructured data?


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SAP

rapid-deployment solution for sentiment intelligencewith SAP HANATM

Sentiment IntelligenceSocial Media

Other Online Text

Data Sources

SAP Solutions

HANA UI5/Toolkit (HTML5),

BI Explorer, Visual Intelligence

HANA Sentiment

Intelligence RDS

SAP Data Services

Data Extractio n Transfer

and Loading (ETL)

UI5/Toolkit , BI, Visual

Intelligence

Insight to Action

SAP HANAText Analysis (NLP)SI Models & Views


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Business benefits Measurable success

Up to 4x faster deployment time with less

time spent on installation and configuration

SAP rapid-deployment solution forsentiment intelligence with SAP HANA

provides prebuilt content, therefore results

can be shared quicker

Fast return on investment

Accelerate your sent iment intelligence deploymentWhats the value?

Rapidly delivers Sentiment Intelligence

environment on SAP HANA

Affordably priced solution with predictablecosts

Establishes extendable foundation for

sentiment intelligence alongside SAP HANA

an insight-to-action sentiment intelligence

environment to support your market driven

and customer facing planning and actions

In addition gain insights into customerrequests for lead generation,

product/service issue and topics/context

around market sentiments


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Solution Details1. Unstructured Data Acquisition

2. HANA Text Analysis

3. HANA Models

4. Insight to Action Views


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3. HANA Models



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Whats included Business benefits

Out-of-the-box unstructured data load from social media

Twitter, Facebook, Google+ and SAP StreamWorkTM

Customer who want to utilize historical data can integrate

with DataSift and GNIP data provide

Data integration form SAP JAM made easy Limited TCO for standard integration of social media

Low TCO for adding more/other unstructured data

channels like forums, wikis, blogs, intranet sites, etc.

At the market pulse extraction of data in real-time

1. Unstructured Data Acquisition - Scope and Benefits

Data retrieval from unstructured online sources

Data filtering with customer specific key words, categories,

brands etc.

Pre-configured Search API data harvesting call to Twitter

(pull) Pre-configured API data harvesting call to Facebook (pull)

Pre-configured API data harvesting call to Google+ (pull)

Pre-configured RSS Feed call to SAP StreamWorkTM

(push)

SAP JAM integration enablement

DataSift and GNIP integration enablement

Configuration guide to harvest unstructured data from

additional/other online sources

Real-time data load

Utilization of standard APIs and feeds

No need for additional 3rd party data collection tools


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1. How it looks l ike Data Services

ETL Data Flow Covered in SAP Data

Services

Data Services Designer

Data Services Job Server

Data Services Repository

Data Services Designer

Online sources API calls with configurable

search parameters

Data Flow with user defined transforms via

python

Power User Configuration Environment

Easy to use customer specific selection of

online data sources and search terms

Job Schedule for real time data loading


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3. HANA Models



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Whats included Business benefits Built-in natural language processing

Full linguistic and statistical techniques to make

sure the results which get returned are correct

Benefit from market proven technology utilized in

broad NLP use cases by search engines,databases, financial news providers, police

agencies, governments, enterprises, etc.

2. HANA Text Analysis - Scope and Benefits

Automatically extract meaning from text data by

structuring it for analysis

Supports data cleansing and matching

Supports all text document types that are HTML,

TXT, or XML

Predefined core entities (who, what, when, where,

etc.)

Predefined voice of customer domain extraction

Open dictionaries and rules allow for domain

customization and customer updates

Natural Language Processing (NLP)

grammatically parses and semantically/statisticallydisambiguates text into predefined categories

such as the names of persons, organizations,

locations, expressions of times, quantities,

monetary values, percentages, etc.


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2. HANA Text Analysis - What it looks l ike

Text Data Processing Key Capabili ties

Core Entity and Fact Domain Extraction

Customization via dictionaries and rules

Natural Language Processing (NLP)

Named Entity Recognition (NER)

Leverages voice of the customer domain rule set

Sentiment status augmentation on detailed entity

level


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2. HANA Text Analysis - How it works

Unstructured

Text

Once structured it canbe

Integrated

Queried

Analyzed

Visualized

Reported against

1.Extract meaning2.Transform into structured

data for analysis

3.Cleanse and match

Unlocks Key Information from Text Sources to

Drive Business Insight

Structure

Database


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2. HANA Text Analysis- How it works

The Entity Extraction transform extracts:

Predefined core entities (who, what, when, where, etc.)

Predefined domains (voice of customer, public sector, enterprise)

Custom entities via dictionaries and rules


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2. HANA Text Analysis - Core and Domain Extraction

Text Data Processing extracts 2 sorts of elements from text:

Core Entities:

Davey Jones was one of the Monkees.

Davey Jones was one of the Monkees.

Domain Facts:

I love your product.

I love your product .


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This is not a keyword search. Text Data Processing applies full linguistic and

statistical techniques to make sure the entities which get returned are correct.

Grammatical Parsing

Can we bill you?

Bill was the president.

Semantic Disambiguation

I talked to Bill yesterday.The duck has a bill.

The bill was signed into law.

2. HANA Text Analysis - How Core Extraction Works


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Predefined Domain Extraction of Sentiments, Events, and Relationships2. HANA Text Analysis Domain Entities

Voice of Customer

Sentiments: strong positive, weak

positive, neutral, weak negative,

strong negative

Problems: impediment with no

workaround

Requests: customer requests

Other Specialized Content

Public Sector: such as person-

organization, person-alias, travel

events and security

Enterprise: mergers and acquisitions, as

well as executive job changes

These are starter packs that can be built upon for a specific deployment

Language Support: English, French,

German and SpanishLanguage Support: English;

Simplified Chinese (security only)


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NAME_DESIGNATOR c/o, attnTITLE PresidentPERSON Barak ObamaPEOPLE GreeksLANGUAGE Greek

ADDRESS1 245 First Street FloorADDRESS2 Cambridge, MALOCALITY CambridgeREGION@MINOR Napa CountyREGION@MAJOR ConnecticutCOUNTRY BrazilCONTINENT South AmericaGEO_FEATURE Mount FujiGEO_AREA Scandinavia

ORGANIZATION@COMMERCIAL AT&TORGANIZATION@EDUCATIONAL Univ.of WashingtonORGANIZATION@OTHER FBIPRODUCT iPhoneTICKER NYSE:SAP

SOCIAL_MEDIA@TWITTER_ID @SAPSOCIAL_MEDIA@TWITTER_TOPIC #HANACURRENCY 17 euros

2. HANA Text Analysis Entity Types38 Predefined Entity Types for EnglishDATE 2/14/2011DAY Monday

MONTH JuneYEAR 2011TIME 3:47pmTIME_PERIOD 3 days, from 9 to 5pmHOLIDAY Memorial Day

MEASURE 217 metersPERCENT 4%

PHONE 617-677-2030NIN@US_SSN 522-89-2255NIN@FR_INSEE xxxNIN@CA_SIN xxxURI@EMAIL [email protected]@IP 165.14.2.0URI@URL http://sap.com

Syntactic Entities:NOUN_GROUP big umbrella

PROP_MISC Cup o Soup


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2. HANA Text Analysis - Domain Fact ExtractionVoice of Customer

The following majorfact types are classified:

Sentiments: expression of a customers feelings about something

Problems: a statement about something which impedes a customers work

Requests: expression of a customers desire for an enhancement/change

Within each of these rules certain sub entit ies are classif ied. Any rule may

have an associated TOPIC sub entity which, in addition to the sub entitles

described on the follow ing slides, describes the person, service, product, etc.

which the sentiment, problem, or request is about.

I hate this book.I never received the book.

Please send me a new book.


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2. HANA Text Analysis - Domain Fact ExtractionVoice of Customer

Within each major fact types, finer-grained sub entities are classif ied:

SENTIMENTS

Strong Positive Sentiment expression of a strongly positive opinion

great, excellent, love, etc.: Barbara loves SAP.Weak Positive Sentiment expression of a weakly positive opinion good, nice feature, fine, like, etc.: I like BusinessObjects.

Neutral Sentiment expression of an opinion which is neither positive nor negative ok, acceptable, can live with, etc.: Im ok with respect to Xs latest product offerings.

Weak Negative Sentiment expression of a weakly negative opinion bad, dont like, etc.: I dont enjoy working with company X.

Strong Negative Sentiment expression of a strongly negative opinion hate, horrible, terrible, unusable, etc.: Their office suite is horrible.


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2. HANA Text Analysis - Domain Fact ExtractionVoice of CustomerPROBLEMS

Major Problem: expression describing an impediment the customer cannot work around crashes, fails, etc.: Your database installer crashed my computer.

Minor Problem: expression describing an impediment the customer can work around reboot, slows down, etc.: Running X in the background seems to slow down my computer.

REQUESTS

General Request: request for something new or for an enhancement to an existing

product/service/etc. would like, please create, etc.: I would like a product that will handle my SQL data.

please make x do y, would like, etc.: I would like to have an XI plugin for Excel.

Contact Request: request for direct and immediate contact Call me now at 555-1212.

Send me information on Text Data Processing.

Contact Info: Phone numbers or e-mail addresses associated with a contact request Call me now at 555-1212.


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3. HANA Models



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Whats included Business benefits

Out-of-the-box SAP CRM integration with

Campaigns/Promotions and Service Entries

Make smarter business decisions supported by

increased visibility on large volumes of biz

information

React to sentiment status more quickly through

real-time analysis and reporting of structured and

unstructured text data

3. HANA Models - Scope and Benefits

Pre-configured structured data integration from

SAP CRM, Marketing Campaign/Promotions

Management and Service Management

Mash-up correlation analysis between

campaigns/promotions and service data with

unstructured social media and other text data

Flexible, data source agnostic in-memory

appliance to analyze high volumes of

unstructured and structured data in real time

Includes tools for data modeling, data and lifecycle

management, security, operations

Combines SAP software components optimizedon hardware (blades) provided, and delivered, by

SAPs leading hardware partners.


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3. HANA Models How it looks like

SAP HANA Key Capabilit ies

SAP HANA Studio

Pre-defined SAP HANA Information Models

In-memory appliance to analyze high volumes of

sentiment data in real time

SAP HANA Models

Physical column store database tables store the replicated data from Data

Service

Analytic views as multidimensional reporting model, dont store data. Data

is read from joined database tables

Package incl. Schema, Data and Models can be imported and exported


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3. HANA Models



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Whats included Business benefits Sentiment analytics consumption with very little end user

training effort

Make smarter business decisions supported by increased

visibility on large volumes of biz information

React to sentiment status more quickly through real-time

analysis and reporting of structured and unstructured textdata

User specific individual reflection of analytical content by the

support of various chart diagram styles and visualization

patterns

Insights into sentiments, requests, issues, topics/contexts,

campaign, service correlations etc.

Rendering on desktop as well as on mobile devices (e.g.

iPad, smart phones)

Direct interaction with social media handles via originating

channels

4. Insight to Action Views - Scope and Benefits

Pre-configured analytical content leveraging SAP

HANA UI5/Toolkit (HTML5), Explorer exploration

views and Visual Intelligence

Pre-defined universes

Easy to apply, adopt, enhance and extendExplorer Views, Visual Intelligence reports,

HTML5 UI


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Sentiment Analysis Information Views

SAP HANA UI5/Toolkit (HTML5)

SAP Explorer Exploration Views

SAP Visual Intelligence

Key Screens

Sentiment Cockpit Overview

Dashboard

Explorer - All Categories

on Mobile (Apple iPad)

Exploration View Sentiment Details,

incl. Geo Locations

4. Insight to Action Views How it looks like


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4. Insight to Action Views HANA UI5/Toolkit (HTML5)


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4. Insight to Action Views BI Explorer

Sentiment intelli gence information views

SAP Explorer

SAP Explorer Exploration Views

Key Screens

Sentiment Overview

Explorer - All Categories

Exploration View Sentiment Details,

incl. Geo Locations


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4. Insight to Action Views Visual Intelligences


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SAP Rapid Deployment SolutionsService Delivery


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What is an SAP Rapid Deployment Solution?

SAP Rapid Deployment solutions accelerate on-premise

adoption by providing a modular point solution that

addresses a specific need, with the simplicity of a complete

package of software, services, content and enablement

Rapid Deployment solutions offer flexible and entry-levelpricing, are easy to deploy with fixed-price implementation

services, and are pre-integrated for the future

When customers are looking to adopt new SAP

technologies, such as HANA In-memory, Business Objects

Analytics or the Sybase Unwired Platform for Mobility,

Rapid Deployment solutions help to give customers a clear

starting point to begin innovating incrementally in a low-riskway, with data and process integrity built-in


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What is an SAP Rapid Deployment Solution?

SoftwareQuickly address the most urgent businessprocesses

ContentSAP best practices, templates and tools makesolution adoption faster and easier

EnablementGuides and educational material speed enduser adoption

ServiceFixed scope and price provides maximumpredictability and lowers risk delivered bySAP and certified partners

Core differentiators

SAP RAPID DEPLOYMENT

SOLUTIONS


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Start Deploy Run

Whats in the package ?

RDS Methodology + Content and Enablement = Speed to Value

Rapid-deploymentDeliverables:

Installation Guide

Readiness Check

Kickoff Workshop Project Plan

Support PortalCheck Lists


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0 10 20 30 40 50 60 70 80 90 100

Traditional

project

Rapid-

deployment

solution

PrepBusiness

blueprintRealization Testing Go live

Significant reduction intime and effort compared to

traditional project scope

Blueprint up to 100% savings

Prescriptive scope

Business blueprint ready to use

Best-practice processes modeled

and described

Realization up to 50% savings

Best practice processes already

configured and documented

Delivery through transports and

business configuration (BC) sets

Operational support documents

available

Testing up to 30% savings

Test-case template supplied

Operations-support template

available

RDS - Speed to Value for Customers

How do we achieve rapid implementations?

Start Deploy Run

# of days:


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Questions?


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Thank You!

Paul [email protected]

hearing the voice of your customer - unvarnished insight and actionable intelligence.pdf

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