all-star academy ive · 2018. 11. 1. · • audience analysis supports content ideation and...

© 2018 NetBase Solutions#NBLive2018

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ALL-STAR ACADEMY #NBLIVE2018

MASTER CLASS


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Introductory Class Agenda

Overview:NetBase

end-to-end

Build the

FoundationSpeed to

Insight

Deeper

Analysis

• Query Definition

(topic building)

• Intro to Themes

• Intro to Dashboards

• Use Case Templates

(Dashboards)

• Saved Analysis &

Alerting

• Using NetBase Pro

• Widgets Deep Dive

• Common Data

Filters

• Intro to advanced

sentiment and other

concepts


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Our Agenda

Wrap-Up:Measuring

Impact

TOPICS & THEMES

• Advanced

Techniques

• Boolean

• Validating

Accuracy

AUDIENCES

• Campaign

Planning

• Campaign

Effectiveness

API

• Automation

• Visualization

• Integration

Strengthen the

Foundation

Targeted

Insight

Business

Intelligence


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ALL-STAR ACADEMY

ADVANCED

TOPIC & THEME BUILDING


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The Ideal Search

Precision:

• How relevant is the content we’re retrieving?

• Increased with filters

Recall:

• How much content are we retrieving?

• Increased with Primary Terms and Channels

Re

ca

ll

Precision


6© 2018 NetBase Solutions #NBLive2018

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• How do I build good topics for ambiguous brands and categories?

• What are the benefits of Boolean queries?

• How can I use Boolean queries to analyze location-specific brands, campaigns, and events?

• How are precision and recall relevant to sentiment?

• How do I trust my topic is clean?

Answer the questions:

Session AgendaTopic & Theme Building

Advanced Techniques

Boolean

Validating Accuracy


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Consistent Brand & Competitor TopicKeyword Structures

Topic Section Term Type HP Example

Primary Terms

Brand name (and misspellings)hewlett packard, hewlettpackard, hewlet

packard, hewletpackard

Brand hashtag #hewlettpackard,#hewletpackard

Brand website hp.com

Brand social accounts (w/ and w/o @) @hp

Brand URL shortener hp.tl

Brand name fused w/category

producthpprinter

Brand nickname/abbreviation hp

… …

Include Terms

Unambiguous Primary Termshewlett packard, hewlettpackard, hewlet

packard, hewletpackard, etc.

Brand products deskjet, spectre, omen

Competitor Primary Terms dell, dell.com, samsung, @samsung, etc.

Category products printer, computer, tablet, pc, etc.

… …

Exclude Terms

Irrelevant terms #harrypotter, voldemort, etc.

Terms from Certified Themes Exclude Coupons

… …


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• Step 1: (Decahose) placeholder topic slot

• Add ambiguous Primary Terms and exclude known relevant and irrelevant terms

• Wildcards for keyword discovery

• Parallel Include/Exclude themes

• Step 2: The real topic

• Apply keyword structure with step 1 terms

• Disambiguate using full date range

• Add non-keyword definition, update other topic tabs (premium data sources, Converged Media, Folders, Sharing)

Two-Step Topic Builds for Disambiguation

Peeling the Onion

Save time down the road by surfacing important hidden conversation elements upfront


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Boolean in Keywords


1010

• Granular operator control for increased precision and recall:

paragraph:A OR (sentence:B AND document:C)

• Additional operators for greater recall & precision: Personal Narrative, ~ (Proximity), Title, Product Name

• Higher query character limits (75,000 vs. 20,000)

Why Boolean?

Boolean Topics & Themes Why not?



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OR’ing Filters Using Boolean Themes

Boolean for Geography

Geo / geofence operators

Language operator

Market channels

Domains

Authors

Market-specific logos

Market-specific product keywords

Place name keywords


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Optimizing Sentiment Focus

Any Sentiment

• Tone, default for non-keyword-based Social Web topics: Analyzing content with an implicit object of sentiment; increasing sentiment recall (at the expense of accuracy)

Topic Definition

Primary Terms

• Default for Keywords:Primary terms are the anchor of your topics and sentiment

Theme Definition and Analyze

Things

• Run-Time Sentiment: Point NetBase at specific objects:

• Brand attributes/elements

• Subsets of VoC and Channel data


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Switching from iPhone to Samsung because of the battery

life – so frustrating! Plus the iPhone Spotify app doesn’t work

right.

Tone

frustrating

doesn’t work

Language Processing for Any Sentiment


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right.

Topic Sentiment

Samsung

iPhone

Action

switching to

switching from

battery life

battery life

Spotify

Reason

Natural Language Processingfor Primary Terms


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right.

Sentiment Object Sentiment Driver

Natural Language Processingfor Things

battery life

Spotify

frustrating

doesn’t work


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Validating Results

Stream Widget Bulk Edit Analyst Mode



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• For very ambiguous categories and brands, use a consistent keyword structure and placeholder topics

• Boolean queries offer special NetBase operators and the ability to take the union of filters. The benefits are increased precision and recall, at the cost of simplicity

• Complex Boolean themes can enable location-specific analysis through a combination of filters and keywords

• NetBase offers three options for sentiment analysis, customizing the balance of precision and recall

• Sampling results can quantify relevance and sentiment accuracy

Key Takeaways:

Session RecapTopic & Theme Building

Advanced Techniques

Boolean

Validating Accuracy


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ALL-STAR ACADEMY AUDIENCE ANALYSIS

#NBLive2018


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Our Agenda

Wrap-Up:Measuring

Impact

TOPICS & THEMES

• Advanced

Techniques

• Boolean

• Validating

Accuracy

AUDIENCES

• Campaign

Planning

• Campaign

Effectiveness

API

• Automation

• Visualization

• Integration

Strengthen the

Foundation

Targeted

Insight

Business

Intelligence


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Social Analytics in the Campaign Lifecycle

Surface Big Ideas for

brainstorms

Win pitches with

insights

What Should We Do?

Optimize

performance

Increase efficiency

How Are We Doing?

Prove value

Expand service

offerings

How Did We Do?

Driv

e M

ore

V

alu

eIn

cre

ase

Re

ve

nu

e&

Pro

fita

bili

ty



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• How can I define an audience segment?

• What analysis techniques provide insight into audiences?

• How can I apply audience data in briefs and brainstorming?

• How can I apply audience data to validate activations?


Session AgendaAudience Analysis

Campaign Planning

Campaign Effectiveness


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Behavior-Based Analysis

Social Audience Segmentation

Domain/Channel Conversation

From Brands to Target Segments

Illustrative Methods


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Case Study: Westin – Building anActive Lifestyle Brand



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• Need state themes (personal narratives)

• Original posts

• Converged media

• Sentiment drivers

• Emotions and behaviors related to wants and needs

Illustrative Techniques

Audience Analysis Recommendations

Audiences for Campaign Planning

The first step in effective social segmentation is understanding how your audience discusses the target need or behavior


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Behavior-Based Fitness Audience Analysis

• Fitness is a group activity

• A healthy lifestyle requires support

• People want a partner to maintain workout plans

Fitness “Wishes”


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Analyzing Fitness Enthusiasts

Travel Terms Superfoods

versus general population

Gym is #1 in travel, but there is anxiety about

traveling

Potential in-room options related to healthy eating: Green Tea and Oatmeal


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Community Trends for Partnership Opportunities

Analyze small data – identify forums or threads where your target audiences gathers

Community

Fitness Sub-Reddit

Greyskull Workout


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Planning with Audiences

Behavior-Based Analysis

Social Audience Segmentation

Domain/Channel Conversation

Approaches

• Word Cloud: What’s most-discussed?

• Indexing: What’s uniquely discussed?

• Trending: What’s most discussed right now?

Analysis Dimensions



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• Is engagement / social care making an impact for our brand?

• How do I identify specific trends and pain points?

Customer Journey

Improving Brand LoyaltyAudiences for Campaign Effectiveness


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Case Study: Hertz – 2016 Strategy Shift


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• Measure & Optimize Content

• Conversation Analysis

• Brand Impact

• Customer Care Analysis

Illustrative Methods

Improving & MeasuringCustomer Experience

Audiences for Campaign Effectiveness

Shared Passions, Expertise, and Differentiators


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How is the New Content Strategy Working?

Owned Content Effectiveness Benchmarking

More reach

Consistent

engagement

More posts


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Is the Message Resonating with the Audience?Owned Conversation

Excluding Brand Posts



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Net Sentiment TrendsContent Audience Impact over Time

Hertz’s overall brand sentiment continues to increase year over year

Brand Sentiment


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Audience Measurement:Customer Care Engagement ROI

• For each quarter, we can analyze customers who had an issue with their rental

• Analyzing before, during, and after; Hertz customer care is not only resolving issues, but delighting customers

Customer Care Sentiment

Before / During / After by Audience



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• Audiences can be defined based on metadata, linguistic patterns, and lists of domains and authors

• Audience insight comes from attitudes and behaviors, indexing, and trending

• Audience analysis supports content ideation and surfaces partnership opportunities when developing campaigns

• Pre/During/Post analysis of audiences validates the effectiveness of marketing activations and customer care

Key takeaways:

Session RecapAudience Analysis

Campaign Planning

Campaign Effectiveness


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ALL-STAR ACADEMY NETBASE API


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Our Agenda

Wrap-Up:Measuring

Impact

TOPICS & THEMES

• Advanced

Techniques

• Boolean

• Validating

Accuracy

AUDIENCES

• Campaign

Planning

• Campaign

Effectiveness

API

• Automation

• Visualization

• Integration

Strengthen the

Foundation

Targeted

Insight

Business

Intelligence


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Indirect Users

Light Users

Power Users

Analyst Users

POWER USERS

Business Users

Live Reports

NetBase Pro

LIGHT USERS

Pulses

The API

INDIRECT USERS

NetBase Access Models Actionable Data at the Right Level



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• What technical needs does the API meet?

• What business needs does the API meet?

• How does the API compare to the front-end application?

• What is the process for deploying the API?

• BONUS: Instagram API


Session AgendaAPI

Automation

Visualization

Integration


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• Timing: Frequent or continuous data access

• Display: Custom visualization

• Format: Machine-readable

• Synthesis: Blending multiple data sources

• Integration: Certified partner and custom connections

The API is suited for:

Technical Requirements API


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Mashups / Custom Viz

Command Centers

Events

Lobbies / Exec.

Offices

Modeling

Insights / Research

Data Science

Agencies

BI / Reporting

IT

Insights / Research

Workflow

Customer Care

Social / Digital

Marketing

Summary / MetricsDetail / Verbatim

API Use Case Examples


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API Endpoints

Counts and Values Verbatim

Insight Counts

Metric Values

Cross Tab

Retrieve Documents

Retrieve Sentences


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Front-End Application vs. API

Excel / PPT OutputPopular Posts / Media / LinksTagsTime of DayA3D Usage & AttitudeNon-Gender DemographicsRatings / ScoresPhoto Concepts

AutomationVisualizationIntegrationMetadataMore detail on:Insights (higher thresholds)Decisecond date/timesMore trending time units

Stream (sorting and readability)Geography / Geo-FencingStoryScopeCrosstabs (not Topic x Theme)IndexingTrending WidgetBPITimeline/Topic Comparison

Everything Else(SW and A3D)

App AdvantageAPI Advantage


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Common Challenges

• Complexity vs. Dashboard Excel export

• Data for data’s sake

Conceptual

• Raw verbatim: cursoring and Twitter data licensing (Rehydration)

• Rate limits

Technical & Commercial

• Not modifying API defaults

• Topic and Theme sharing status

Administrative


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Getting Started

Build

in AppTest Output

Write

HTTP Strings

1 2 3

1. Build and populate Model Configuration (include IDs from URL string)

2. Build Dashboard representing output

1. Activate user for API access

2. Choose authentication method

3. Log into api.netbase.com with standard credentials

4. Test calls in Explorer or API IDE

5. Compare output to Dashboard

1. Build workbook

2. Calculate rate limits (Queries * Frequency)

80% 20%

https://api.netbase.com/



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• The API is well-suited for automated connection to other systems, data, and processes

• The API effectively supports custom visualizations and dashboards, advanced modeling, BI systems, and workflow

• The front-end and API generally access the same data, but the way they present it to users may make one interface more suitable than the other

• Much of the API implementation work takes place in the front-end

Key takeaways:

Session RecapAPI

Automation

Visualization

Integration



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Instagram API ChangesAPI

What’s changing?

When?

What action do I need to take?


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Our Agenda

Wrap-Up:Measuring

Impact

TOPICS & THEMES

• Advanced

Techniques

• Boolean

• Validating

Accuracy

AUDIENCES

• Campaign

Planning

• Campaign

Effectiveness

API

• Automation

• Visualization

• Integration

Strengthen the

Foundation

Targeted

Insight

Business

Intelligence


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THANK YOU [email protected]