sample report brand and product insights - ibm · pdf filesample report –brand and...

IBM Social Media Analytics and Customer Insights

Sample Report – Brand and Product Insights

IBM Confidential © 2014 IBM Corporation


This is a representative sample report for an illustrative business case

The content/look and feel of this report is customized to the client business problem, for e.g.:– If some of the charts/graphs/tables are not generating insights for that particular business

case it will be dropped from the report,– On the other hand some additional charts maybe incorporated which are depicting

valuable insights

Most of the charts/graphs and data displayed in this sample report can be extracted from the tool’s analysis and reporting interface

2 IBM Confidential © 2014 IBM Corporation

Disclaimer


The following inputs were received from the Client A for this analysis:– Business Problem Statement– Brands/products/models, etc., to be analyzed– Any key functionality/ feature /theme that you want specifically investigated


Customer inputs


The primary objective of this analysis was to learn what social media has to say about Client A and its other brands with specific focus on:

– Health issues onboard the ships– Travel agent– Onboard experience -- anything from food, drinks, accommodations, services, connectivity, etc.


Analysis Objectives and Specifications

Elements Scope

Broad Brand Categories Brand A, Brand B, Brand C, Brand D and Brand E

Sources News, Blogs and Message Boards.

Facebook

Languages English

Geography All

Time period 5-May-2012 to 5-May-2014


The overall analysis was modeled on 3 major dimensions for all the 5 brands of Client A:


Brand B, Brand C, Brand D, Brand E, Brand A.

Social Media Study

Health Concerns

Booking Experience

Booking Experience:- Online- Agent- General Booking

Health Concerns:- Norovirus- Sanitation- Health Issues- Contingency Plan- Customer Reactions

Cruise Experience:- Customer Service & Experience- Food & Beverage- Entertainment- Connectivity- Spa & Wellness- Personalized Experience- Offers- Price- Destination- Ship Features


The data collected for this effort is associated with three different use cases:

1.Health Concerns: Gain insight into health concerns aboard Client A cruise vesselsa. Most customer buzz was negative relative to the norovirus outbreak and its related health

concerns b. Positive sentiment around the sanitation precautions that the cruise management were takingc. Outbreak seems to have deterred the new cruisers or customers who are not strong brand

loyalists

2.Booking Experience: Understand passenger perception of the booking processa. Majority of the buzz was driven by news sitesb. Customers expressed lack of understanding of the changes made to the Loyalty program and the

new reward points estimation process

3.Passenger Cruise Experience: Gain actionable insight into the overall quality of the passenger experience on an Client A cruise

a. Lack of transparencyb. Lack of timely information on channels like twitter, mobile messaging, Facebook etc.c. Customer support reps not having proper updates/information


Executive Summary


Client A and its Brands


Competitor Landscape – Competitor A is the leading brand with nearly ~70% of SOV

Buzz Profile

Time Period: 5-May-2012 to 5-May-2014

Dataset Statistics: ~66K documents were selected for analysis. They were further analyzed to generate ~360K high value snippets.

Sources: 34% of the content constitute boards. News comprises 47%, blogs about 17% and the rest of the 3% social media buzz is primarily created over reviews, micro blogs and videos.

Brand landscape: Brand B has the largest share of voice at 53%, followed by Brand D at 20%, Brand A 20%, Brand E at 2% and Brand C at 5%.

Use Cases: Addressing health concerns of passengers, understanding the user sentiment towards online reservations, and overall quality of passengers aboard Client A vessels.

57% 57

%

Brand D

Brand B

Brand E

Brand C

Brand A


What is the social buzz associated with Client A across global social channels (i.e. News, blogs, boards, micro-blogs and video)?

Social Media Analytics Use Cases for Client A

8

USE Case 1Health Concerns

Gain insight into health concerns aboard Client A cruise vessels.

Explore passenger sentiment following Norovirus outbreak and related health concerns.

Impact on potential customers that are not brand loyalists.

Perception of health precautions by Client A.

USE Case 2Booking Experience

USE Case 3Passenger Cruise Experience

Understand passenger perception of the booking process.

Booking process through travel web sites.

Understanding of customer loyalty program.

Gain actionable insight into the overall quality of the passenger experience on an Client A cruise.

Traveler satisfaction associated with Client A communications.

Timeliness of communications. Impressions of customer service.

IBM Confidential © 2014 IBM Corporation


SOV Trend Specific to the Norovirus Outbreak

Gain insight into health concerns aboard Client A cruise vessels.

Evaluation of health concerns raised by travelers during the cruise shows that it is more reactive in nature, with the majority of the buzz created after news of the two instances of Norovirus outbreaks were made public.


SOV Specific to the Norovirus Outbreak

USE Case 1: Health Concerns

800

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03/01/2013 08/01/2013 01/01/2014

Snip

pet

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Negative sentiment reflected the buzz associated with the Norovirus outbreak, which was reactive in nature, however, brand loyalists continue to contribute to positive sentiment.

Top 10 Authors by Volume Relationships


Contingency Plan

Health Issues

Norovirus

Customer Reactions

Sanitation

Percentage of Snippets

0% 20% 60% 100%80%40%

Contingency Plan

Health Issues

Norovirus

Customer Reactions

Sanitation


0% 10% 40%20% 30% 50% 60% 70% 80% 90% 100%

The proportion or negative sentiment associated with the Norovirus outbreak is far greater than any other element being analyzed. Other elements with significant negative sentiment are Customer Reactions and Health Issues, there is a high probability that this is associated with the Norovirus out break.

Brand C

Brand A

Brand E

Brand B

Brand D

In the case of Customer Reactions and the Norovirus outbreak, the proportion of buzz associated with Brand B far outweighs all other brands.


Having established that there is a strong correlation between negative sentiment and the Norovirus outbreak, we will seek a better understanding of the source.

Top 10 Authors by Volume Top 10 Sites by Volume


20 40 60 80 1000

Number of Snippets

Author A

Author B

Author C

Author D

Author E

Author F

Author G

Author H

Author I

Author J

Here we can view the top 10 authors by number of snippets and the sentiment of their comments. We can drill down to the actual snippets if we would like to see still more specific data on the documents authored by these individuals.

YouTube.com

CruiseIndustryNews.com

TravelAngentCenter.com

CruiseLawNews.com

Individual.com

m.koco.com

TravelPulse.com

m.wbaltv.com

CruiseCritic.com

Facebook.com

100 200 300 400 500 600 700 800 900 1000 1100

Number of Snippets

Here we can view the top 10 sites contributing to the social media buzz. This information may be considered when taking steps to mitigate the negative sentiment associated with the Norovirus outbreaks, determining where marketing dollars should be spent, etc.


Top 10 Authors by Volume


Answering questions at conversational speed facilitates one-to-one customer advocacy and problem mitigation

20 40 60 80 1000

Number of Snippets

Author A

Author B

Author C

Author D

Author E

Author F

Author G

Author H

Author I

Author J

Author A

By clicking on the author name, we can down the actual snippets posted by the author where we could engage in one-on-one customer advocacy and problem mitigation. If we want to get even closer to the source, we can click on a link provided with the snippet, which would then take us to the actual post in Facebook, Twitter, etc.

Top 10 Author = Author ASentiment = NegativeNumber of Snippets = 14


Sources:Compare themes & concepts snippet volume across sources

SentimentCompare sentiment distribution within sources


The media/news articles were more critical and expressed negative comments, where as the customers mostly on the boards generated more positive buzz than negative comments related to the norovirus outbreak

Reviews

Twitter

News

Boards

Blogs

Videos

Number of Snippets

0 500 1,000 1,500 2,000

Boards have more positive comments than negative

News sources were most critical about the outbreak

Reviews

Twitter

News

Boards

Blogs

Videos

Number of Snippets

0 500 1,000 1,500 2,000

Customer reactions were mostly expressed on boards


SOV on Booking Experience

Understand passenger perception of the booking process.

By exploring buzz associated with the overall booking experience, we can see that the majority of buzz is specific to GeneralBooking. Only 17% of the conversation is specific to online booking, moreover, most of these conversations are on news sites rather than actual customer comments.


Data Sources

USE Case 2: Booking Experience


Buzz generated around Brand B's Loyalty Program 26-27 Nov 2013:

Snippet: I anticipated this would finally give me Elite status but now that I don't know how the point system runs and don't know if I will reach Elite! And if I do finally reach the "top", I now see there are now 2 more classes above me, can never win!

Snippet: As someone who often cruises Brand B (but as you can tell, I hop around), I am a little bit frustrated. I mostly cruise in outside cabins which means that I will need 3 more cruises to reach Elite status, whereas under the old system I only needed two. Is it a big deal in the larger aspects of life?


Trends in share of voice on booking experience, shows that whenever there is a change the buzz peaks; understanding this increase is of paramount importance.

Cancelling of Alaska Cruise 21 Aug 2013:

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40

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03/2013 08/2013 01/2014


Trend


A distinct spike in negative buzz can be seen after cruise cancellations are announced.

120

80

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100

40

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0

Notice the dramatic increase in share of voice over time, further investigation reveals that these spikes are largely due to the cancellations of a number of cruises.

We can gain additional insight by viewing the Trend chart in terms of affinities, which illustrates the strength of correlation between customer experience and time.


Understanding affinities which are determined by comparing the actual value to the expected value.

Affinity is based on astatistical method calledchi-square. This methodestimates how often twodimensions should occurtogether (for example,customer cruise experienceand time). It compares theestimate with the actualcount, and identifieswhether the difference isstatistically significant.



In the context of bookings, prospective users are talking more about Brand B than the other Client A brands. In this same context, Brand D over the others in the context of booking experiences.


SentimentAnalyze author distribution by sentiment for each behavior attribute

Relationships

User

Recommender

Prospective User

Detractor

Percentage of Authors

0% 20% 40% 60% 80% 100%

User

Recommender

Prospective User

Detractor

Percentage of Authors0% 20% 40% 60% 80% 100%

Brand C

Brand A

Brand E

Brand B

Brand D

Booking Offers like this are changing the game for customers:Snippet: A few years ago it was unheard of to be able to book a cruise 2 to 3-years in advance - but that's the way the industry is going. In the UK this week Client A are selling cruises on the new XXX Class ships Quantum of the Seas and Anthem of the Seas - the former comes in service late 2014 and the latter early summer 2015! It's those early bookings that are guaranteeing that Client A will be able to pay the bills.

Site Name: Cruise Critic Message Board Forums, Cruise Critic Message Board ForumsSite Url: http://www.cruisecritic.comDate: 04/18/2013Title: A level playing field pleaseUrl: http://boards.cruisecritic.com/showthread.php?t=1830098#post38052000

http://www.cruisecritic.com/

http://boards.cruisecritic.com/showthread.php?t=1830098


SOV on Cruise Experience Analysis of the overall cruise experience

shows that the SOV is fragmented across many topics, the four most prominent being Customer Service, Destinations, Food & Beverage, and Entertainment.

Gain actionable insights into the quality of the passenger experience on an Client A cruise


USE Case 3: Passenger Cruise Experience


The buzz trend peaked mostly during negative press associated with cancellations and Norovirus outbreaks. Travelers expressed frustration over the timeliness of these important communications.


Outbreak of Norovirus 26-28th Jan 2014

Cruise Cancellations 29th May 2013

Brand B Millennium XXX cruises canceled because of engine trouble

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03/2013 08/2013 01/2014

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1,000


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0

03/2013 08/2013 01/2014

300

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Overall Cruise Experience Sentiment Trend is “Positive to Neutral”


Overall buzz around customer service remained positive barring two instances which generated considerable negative sentiment for Client A.

Positive

Neutral

Ambivalent

Negative

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03/2013 08/2013 01/2014

500

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XXX cruise cancellations Outbreak of Norovirus

If necessary, each of these charts can be used to drill down to the source snippets.

Customer Service & Experience


Buzz around customer service have high negative affinity and high positive affinity exists around buzz on personalized experience and spa & wellness.


Ambivalent Negative Neutral Positive

Customer Service 4339 9422 11165 32504

Spa & Wellness 243 323 1084 3141

Ship Feature 414 445 1420 4568

Connectivity 327 503 1784 3379

Personalized Experience 1339 1821 6348 17463

Offer 1838 2519 7770 20234

Price 1759 3242 10657 13762

Entertainment 1839 3245 10273 18595

Food & Beverage 2184 3371 8969 21222

Destination 2348 5830 21962 23025

High Affinity Medium Affinity Low Affinity V.Low/No Affinity


RelationshipsSentiment


The majority of the negative buzz generated on board originated with customers, who expressed disappointment in customer care representatives, onboard services, timeliness of communications, etc.

Cust. Serv. & Exp.

Destination

Entertainment

Food & Beverage

Connectivity

Personalized Experience

Price

Ship Feature

Spa & Wellness

Offer


0% 20% 40% 60% 80% 100%

Sentiment

Boards

News

Blogs

Videos

0 5

Number of Snippets (‘000)

10 15 20

Reviews

Cust. Serv. & Exp.

Destination

Entertainment

Food & Beverage

Connectivity

Personalized Experience

Price

Ship Feature

Spa & Wellness

Offer

0% 20% 40% 60% 80% 100%

Brand differentiation is far more pronounced for Brand B than the other Client A brands combined.

Brand C

Brand A

Brand E

Brand B

Brand D Percentage of Snippets



Detractors tended to focus on food & beverages and on board entertainment

Share of Voice

Users voiced opinions on all aspects of cruise experience

Recommenders gave a lot of emphasis on personalized experience on the cruise

Prospective users have higher SOV on food and beverages served on board

SentimentRelationshipsAnalyze author distribution by concept relationships for each behavior attribute

User

Prospective User

Detractor

Recommender

Percentage of Authors0% 50% 100%


100%

User

Prospective User

Detractor

Recommender

0% 20% 40% 60% 80%

Brand C

Brand A

Brand E

Brand B

Brand D


0% 20% 40% 60% 80% 100%

User

Prospective User

Detractor

Recommender


Snippet: We were all very pleased with everything, and our friends are now anxious to sail on Brand B again. For us, we have not experienced better service on any other cruise. Everyone was friendly and seemed truly interested in providing top service. We were in an Category A -basically a Cat A with aqua class amenities. It was spacious with more storage than we used.

Date: 04/18/2013

Title: Reflection April 6, 2013 - YYY Suite

Url: http://boards.cruisecritic.com/showthread.php?t=1829664#post38043032


Identify the brand loyalists and engage with them to promote the brand as well as address areas on concerns raised by some of the authors

Top 10 Authors by VolumeCompare top 10 authors by snippet volume

Number of Snippets

0 50 100 150 200 250 300

Negative

Neutral

Ambivalent

PositiveAuthor A

Author B

Author C

Author D

Author E

Author F

Author G

Author H

Author I

Author J

http://boards.cruisecritic.com/showthread.php?t=1829664


Sentiment


As expected, the overall desire ratio trend increased during the holiday season, we can also see the affect of the norovirus outbreak on traveler sentiment.

De

sire

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tio

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1

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3

4

5

6

7

Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14D

esir

e R

ati

o

Booking Experience Cruise Experience Health Concerns

0

1

2

3

4

5

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7

Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

Desir

e R

ati

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Booking Experience Cruise Experience Health Concerns

7

6

5

4

3

2

1

0Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

0 20 40 60

Number of Snippets (‘000)

General Bookings

Online

Connectivity

Customer Service & Exp.

Entertainment

Food & Beverage

Offer

Destination

Price

Ship Features

Spa & Wellness

Contingency Plan

Personalized Exp.

Health Issues

Norovirus

Sanitation

Customer Reactions

Topics with high negative buzz: Customer service and experience, comments on destinations, entertainment quality, health issues and customer reactions to the outbreak of virus.

Dip in desire ration as XXX cruises were cancelled



Evolving topics display word rivers, which contain terms that are of statistical significance to our Themes and Concepts. In essence, evolving topics, tell us what we don’t know and can be used to tune our model to make it more accurate.

We

igh

t

Date

02/10/2014 02/17/2014 02/24/2014 03/03/2014 03/10/2014 03/17/2014 03/24/2014


Contact Us : [email protected]


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