predictive analytics by discourse analytics
DESCRIPTION
This is what we doTRANSCRIPT
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ENGAGE
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Overview
Humanize Audience…One Person At A Time
I want my MTV
Yes I liked Anchorman 2,
World War Z and Noah !
Jackass & country music
Rules !
I prefer Daniel Craig to Sean
Connery.
How do I not get bored during my
commute.
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Profile
Listen
Cluster
Personalize
Causation not Correlation
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Technology
Unify & engage across platforms & channels
• Engagement API
• Content API• Activities API• Social API• Discussions
API• Mobile API• Data
Taxonomy
• Customized Content
• Structured Conversations
• Issue Driven Clusters
RELEVANCE. CONTEXT. TIMELINESS.
API driven for easy integration
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Survey
Social
Emails
Mobile
User Identificatio
n
User Engagemen
t
DA Analytics Engine
Individual Profiles
User Interactions
Users
Attitudinal Profiles
Profile Clusters
Behavioral Insights
Segments, clusters
Customer Engagement Schema
DA API Library
DA Knowledge Repository
SMS
Targeted Content
Content Development
Networks & Conn.
Product Offering
Internal
API
External
DIGITAL ASSET
CRM/CMS
Clusters Build Context
ID the personTrack Interest & Inclination over time
Grouping similar people based on profiles enables the development of highly effective social networksPredictive responses:
Profile characteristics Other people’s responses Other’s responses are validated
based on predictive power drawn from historical evidences (agreements and disagreements)
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Attribute mapping for profiling
Mood and ToneLightheartedDarkSuspensefulEmotionalSentimental
FlagsChildrensTeensClassicSports
Structures
RealityMusical
DocumentaryStrong female
leadInterviews
Plot Elements
One man armyRomantic
comedyFamily
relationsWorkplace
School experience
Actual responses
Extrapolated responses
Extrapolation to Enhance Profile Building
‣ 390 individuals downloaded the app and answered 2,668 questions on the app
• 101 questions helped build attitudinal profiles
• 107 questions indicated behavioral choices
‣ Based on the responses and overlaps, 28,680 responses were extrapolated
Predictive tool A California court ruled it illegal to check smartphone maps while driving. In your opinion…
Actual Distribution Estimated Distribution
Distracted driving is dangerous, should be illegal 22.2% 23.2%
Unreasonable to expect and difficult to enforce 66.7% 55.6%
Nanny state! Keep your hands off my phone 0.0% 15.8%
Don’t know enough about the court ruling 11.1% 5.4%User Dangero
usUnreasona
bleNanny state!
Don’t know
Predicted Actual Outcome
96454 3.0% 73.8% 19.7% 3.5% 2 2 -
97663 3.8% 66.0% 30.2% 0.0% 2 2 -
98523 62.3% 17.3% 10.0% 10.3% 1 4 x
98578 59.5% 22.7% 5.2% 12.6% 1 1 -
98892 60.0% 23.6% 5.5% 10.9% 1 1 -
99255 0.0% 83.3% 16.7% 0.0% 2 2 -
99807 7.7% 70.7% 18.5% 3.1% 2 2 -
100089
5.4% 72.2% 17.1% 5.3% 2 2 -
100488
7.0% 70.7% 19.3% 3.0% 2 2 -
Accuracy 89%
Appending Profile Data into CRM
Campaign Management System Repository
User Issue Leaning Cluster117053 Education 5.00 1 124082 Education 2.00 1 124427 Education 2.00 1 124461 Education 2.00 1 124471 Education 2.00 1 124481 Education 2.00 1 124579 Education 5.00 1 124585 Education 2.00 1 124606 Budget Issues 8.00 1 124606 Education 5.00 1 124606 Constitution 7.67 1 124669 Education 2.00 1 125262 Education 5.00 1 125289 Education 9.00 1 125308 Education 2.00 1 125544 Education 2.00 1 125562 Education 8.00 1 129341 Budget Issues 6.00 2 129341 Education 4.00 2 129341 Healthcare 1.00 2 129341 Abortion/Choice 5.00 2 129341 Constitution 3.40 2 131450 Constitution 3.00 2 134215 Constitution 9.00 3 134300 Budget Issues 8.00 3 134300 Education 2.00 3
Constitution
Budget Issues
Education
Healthcare
Abortion/Choice
Constitution
Budget Issues
Education
Healthcare
Abortion/Choice
Constitution
Budget Issues
Education
Healthcare
Abortion/Choice
DA Profile Repository
JSON / XML / ASCII
Individual profiles
Clusters
Augmented campaign strategies
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Clients and examples
Deep insights into preferences
Rock
Country
R&B
Pop
Other
Jazz
Hip-hop
Abortion/ChoiceBudget issuesCivil RightsConstitutionCrimeEducationGay RightsHealth CareImmigrationSenior IssuesTaxes
90 % of this segmentare African-Americanmales over the age of 45
• October 2012-October 2013
• 137k people answered
questions
• 238k total questions answered
• Added over 1,900 hours time on
site
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Audiences are dynamicYour relationship with them should be too
BeforeNov ‘12
Nov ‘12-Jan ‘13
Feb’13-Apr ‘13
May‘13-Jul ‘13
Jul ‘13-Sep ‘13
Workday readers9 AM – 5 PM
Second Screeners6 PM – 11 PM
Gay RightsMore likely to agree gay rights are civil
rightsLess likely to agree that gay rights are civil
rights
Preferred type of car
Prefer gas powered cars to hybrid, electric or diesel
Twice as likely to drive electric cars
Oct 13
Abortion/ChoiceBudget issuesCivil RightsConstitutionCrimeEducationGay RightsHealth CareImmigrationSenior IssuesTaxes
Daily Discoveries
Yearly Discoveries
Three clusters identified
35 individuals
24 individuals
12 individuals
Very optimistic about the economy Strongly approves Barack Obama Thinks climate change is very serious Blames Republicans for shutdown
Not very optimistic about the economy Somewhat approving of Barack Obama Thinks climate change is very serious Blames both parties equally for shutdown
Not very optimistic about the economy Somewhat disapproving of Barack Obama Thinks climate change is not a problem Blames both parties equally for shutdown
Behavioral Clusters and Profiles
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User 1092345
Name Janey Rocket
Facebook ID A00843932
Gender Female
DOB 1986
Email [email protected]
Cluster 4
Platform Mostly mobile
Node Interest
Leaning
News 56 2.5
Family oriented 62 8.7
Comedy 76 9.0
Romance 35 7.5
Absurdity 95 2.5Episodic suspense 89 1.4
Don’t chase eyeballs, understand mindsets
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Lou AronsonFounder, [email protected] 202-486-30401140 19th St. NW Suite 610 | Washington DC 20036@discourseli
Some Press Some Clients
Vijay Perincherry, PhDCo-founder, CSO
Contact us