Social Listening
Why, how and when does it work?
AND
ASKING
PUBLIC WEB
&
Open-ended
Answers
LISTENING
Call Centre
Conversations
Offline Data
2
AGENDA
ARTIFICIAL INTELIGENCE
FOR INSIGHTS
Dashboard
Demo
CASE STUDIES
Q&A
3
THE DEFINITION OF ARTIFICIAL INTELLIGENCE
4
ARTIFICIAL INTELLIGENCE FOR INSIGHTS
● Noise reduction
● Topic analysis
● Sentiment analysis
● Emotion analysis
● Image processing
PROJECT 1: BEER
Sentiment Accuracy/Noise->Irrelevant Posts->Homonyms
For social insight one thing
matters the most:
ACCURACY
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Without it we get the proverbial:
“Garbage IN
Garbage OUT”
8
©2016 DigitalMR® All Rights Reserved
NOISE ELIMINATION
Poker
NOT Poker AND Machine
AUTOMATED TOOL
16,360 posts
NOT Poker AND Face
listening247
10,505 relevant posts
9
SENTIMENT ANALYSIS
AUTOMATED TOOL ANALYSIS
39%
57%
4%
RE ANALYSED DATA
3%
9%
5%
15%
56%
88%
37%
80%
7%
AUTOMATED TOOL
44% sentiment accuracy
listening247
87% sentiment accuracy
PROJECT 2: Telecommunications
Sentiment & Semantic Accuracy
NET SENTIMENT SCORE
FROM UNSTRUCTURED DATA TO QUANT. TO QUAL.
FROM UNSTRUCTURED DATA TO QUANT. TO QUAL.
@Tigo_Colombia Can’t make any calls!!!! To
any number, even though I have credits.
Wtf?
@Tigo_Colombia Your service is terrible. I
have changed the company for it was a good
offer, but the calls break the same.
@Tigo_Colombia My first smartphone! Those
were the Times!
@Tigo_Colombia Thank you very much, but
still having network 2g and 3g annoys a bit.
thanks for your attention and good service
1
4
PROJECT 3: DENTURES
Any Language
SENTIMENT ACCURACY & SOURCES
SENTIMENT
ACCURACY:
85%
91%
Italy
Brazil
Russia
Japan
77%
82%
90%
76%
Italy
Brazil
Russia
Japan
WHERE PEOPLE TALK ABOUT DENTURES:
SOURCES:
Blogs
3%
3%
2%
1%
1%
53%
Boards
54%
13%
7%
0.3%
14%
24%
Twitter
36%
Videos
7%
82%
1%
90%
1%
97%
1%
85%
0.2%
23%
1%
INTERNATIONAL DIFFERENCES
 JOKES
 INSULTS
 NEGATIVE PERCEPTION OF PEOPLE WITH DENTURES
PROJECT 4: BEER
EMOTION DETECTION
EMOTIONS TOWARDS BEER
42%
51%
Positive
Joy AnticipationDesire
Love
Trust
Distrust
Anger
Neutral
Hate
7%
Negative
Sadness Surprise Bravery Calmness Disgust
Fear
No
emotions
Base= 8,559 posts
©2016 DigitalMR® All Rights Reserved
1
9
EMOTIONS DRIVE SHARING
2
0
PROJECTS 5/6: Telecomms & Health
“The Holy Grail”
2
INTEGRATION OF LISTENING & SURVEYS
2
2 2
INTEGRATION OF LISTENING & RETAIL SALES DATA
A Strong Correlation Between Listening Data And Retail Sales*
SOCIAL LISTENING
WHAT
CONSUMERS
BUY
2
R =0.81
*based on data for the MENAP region
DEEP LEARNING FOR THEME CAPTIONING
“1st Attempt: A group of people standing
around each other in a restaurant”.
“nth” Attempt:
Men drinking beer in a pub”.
@DigitalMR_CEO
©2017 DigitalMR® All Rights Reserved
2
4
THE LISTENING247 DIFFERENTIATORS
Feature
listening247
Other Vendors
Sentiment Accuracy
>75%
<60%
Noise
Significantly reduced
80-90% of the posts are irrelevant
Topic (semantic) Accuracy
>80%
No taxonomy, search based only, no
accuracy metric available
Languages
ALL – 2 weeks set-up if not available
Automated sentiment analysis for ususally
only 1 language or a handful in the best
case scenario
Emotion Detection
Proprietary model with
14 basic emotions
Not available
Integration
Meaningful integration with existing
survey trackers and
*
Not available
Image Processing
Logo and Theme detection
Not available
*online communities platform for co-creation
2
5
DASHBOARD DEMO
Q&
A
Michalis A. Michael
[email protected]
@DigitalMR_CEO
©2016 DigitalMR® All Rights Reserved