IBM Cognos Consumer Insight

Transcription

1 IBM Cognos Consumer Insight Create Relationships. Build Advocacy. Improve Loyalty. Marco Loprete

2 Enhancing Customer Loyalty is the Top Digital Priority Enhance customer loyalty/advocacy 67% Deploy tablet/mobile apps Use social media to engage customers Use customer management software Monitor the brand via social media Measure ROI of digital technologies Analyze online/offline transactions Develop social media policies Monetize social media Increase supply chain visibility 57% 56% 56% 51% 47% 45% 37% 29% 24% IBM CMO Study, October

3 360 Degree View on Customers Interaction data - / chat transcripts - Call center notes - Web Click-streams - In person dialogues Attitudinal data -Market Research -Social Media Descriptive data - Attributes - Characteristics - Self-declared info - (Geo)demographics Behavioral data - Orders - Transactions - Payment history - Usage history

4 Social Media Influence 90% of consumers trust peer recommendations Source: Socialnomics, June Billion People worldwide visited a social networking site. Source: Insites Consulting Social Media around the World

5 Social media is not just Facebook

6 IBM Cognos Consumer Insight A Social Media Backbone Create Relationships. Build Advocacy. Improve Loyalty. Grow Your Business Enhance Your Reputation Improve Your customer experience

7 IBM Cognos Consumer Insight - Capture & Analyze Competitive Analysis Campaign Effectiveness Business Drivers Corporate Reputation Product Insight Employee Sentiment Source Areas Product Capabilities FACEBOOK BLOGS DISCUSSION FORUMS TWITTER NEWSGROUPS CORPORATE COMMUNITIES VIDEOS PRODUCT REVIEWS COMPREHENSIVE ANALYSIS Keyword Search Geo-location Author Analysis Drill Through to Content Analysis of Internal Communities AFFINITY ANALYTICS Relationship Tables Relationship Matrix Relationship Graph SENTIMENT Dimensional Analysis Filtering Voice EVOLVING TOPICS Relevant Topics Associated Themes Ranking and Volume BI & SPSS I N T E G R A T I O N

8 Product Brand Check What Do Customers Think About My Product? The launch of a permanent mousse coloration product drove significant share of voice over its well established competitors... achieving the highest share of positive statements among all competitive products. Using CCI, Henkel discovered a competitor weakness related to underlying category attributes valued by consumers A 100% increase in analyzed relevant discussions Sophisticated analyticsthat drove decision making Increased positive share of voice Confirmed and validated market strategy

9 Product Brand Check What Do Customers Think About My Product? Growing product line wanted to capitalize on consumer themes to better engage target segment social insight of competitors led to internal assumptions regarding the product s price Identified key social channels to gain feedback into the product line to more effectively serve them 37.3% 4.0% 12.1% 46.6% Identified discussion volume across multiple social channels Measured consumer reaction Compared results with traditional research data Neutral Positive Negative Ambivalent Drove market actions that prevented costly pricing discounts and package redesign

10 Comprehensive Analytics Analyze multiple external and internal corporate social channels to measure the effectiveness of your messages among your influencers, employees and consumers Highly scalable and robust analysis from multiple social media channels, including Twitter, Facebook, product review sites, Youtube and internal corporate communities among others Gain insight into top authors and identify clusters of commentary around key subject areas to better understand segment preferences, motivations and interests by social channels Analyze geo hotbeds of commentary to understand regions to target and engage

11 Affinity Relationships Understand the relationship between different areas of analysis and view the snippets that are associated with their intersection to gauge impact and identify future messages among key audiences Gain insight into affinity relationships in your search of your campaigns hot words to more agilely and precisely modify messaging for your campaigns Anticipate new opportunities to engage audiences on specific subject areas with the words and messages that resonate with and are specific to their interests and perspectives Evaluate campaign messaging by analyzing affinity contexts and associations with corporate and brand values to ascertain responsiveness and reaction to reputation, customer service and corporate social responsibility activities

12 Evolving Topics Capture a weighted summary of discussions to determine snippets that share the same terms and ascertain related topics above and beyond your analysis of trends and common discussion topics across time Determine risks and opportunities of related topics to corporate reputation, campaigns and customer service More effectively target broader adjacent themes and events to link your product, services and corporate messages to, while prioritizing and ranking their relevance and applicability for proactive campaigns Expand your social media campaigns to incorporate other discussion contexts by analyzing evolving topics related to hot word sentiment and by targeting other social media communities or communication channels

13 Sentiment Analyze sentiment and filter by concepts, hot words and media sets among others. Complete comparative analysis by comparing positive, negative, neutral, or ambivalent sentiment Make evidence-based messaging decisions with analysis into consumer and stakeholder sentiment; Assess with precision trends and changes in perception of your corporate reputation and reaction to campaigns Identify and target new social media channels to drive greater advocacy of your products and services with key influencers based on an analysis of sentiment Determine the effectiveness of your campaigns messages and their impact on consumers purchasing decisions, as well as the resonance and believability of their promise

14 Leveraging Business Analytics Seamless integration with the Cognos BI environment for more sophisticated analysis providing the only solution on the market readily able to leverage a broader business analytics environment Create an analytic glide path to your strategic operational and transactional data sources by integrating seamlessly IBM Cognos Consumer Insight with Cognos BI to drive actionable insights and optimize performance Make actionable insights accessible by providing the users with an intuitive interface for easy drilldown into and reporting on the data, via a dashboard configured to or by the individual user groups Support cause and effect analysis by integrating data from other data sources into the social network insights dashboard

15 Case Study The Adidas F50 Soccer Boot Launch How does the F50 stack up against the competition? What do the influential earlybuyers and mavericks say? 15 2/7/2012 Social Media Analytics

16 Case Study FIFA World Cup Event and the Adidas F50 Launch Marketing spend is generating buzz and share of voice is solid Relationship Analytics confirms that the marketing messages and sponsorship investments are working The F50 maintaining a good positivenegative ratio over time compared to competitors 16 2/7/2012 Social Media Analytics

17 Segment & Predict The Search for Advocates 5% 75% 20% Engaged Authors Nearly always respond to others comments or author their own posts Casual Participants Occasionally will respond or post their own content Silent Observers Sit quietly on the sidelines. Although they have accounts, they read but do not participate and have never contributed to a conversation or posted their own content Source: IBM Institute for Business Value: From social media to social CRM February, 2011

18 Predictive Analytics Predict impact of positive/negative sentiment on current business KPI s and future social media activities Predict impact on sentiment of messaging decisions with analysis into consumer and stakeholder sentiment; Predict impact of changes in perception of your corporate reputation, potential reactions to campaigns and business KPI s such as revenue, customer service levels, customer satisfaction Use predictive analytics to identify and target new social media channels to drive greater advocacy of your products and services with key influencers based on predictive analysis of sentiment Predict the effectiveness of your campaigns messages and their impact on consumers purchasing decisions, as well as the resonance and believability of their promise. Financial Data Customer Service Data Sales Data Marketing Data Third-party Data Association Clustering Classification Forecasting Produce Scores & Predictive Models Recommendations Impact of sentiment on KPI s Integrate with Social Media Optimization SMA Data Define decision optimization Scoring Business Rules Deploy Decision Make expert knowledge explicit Models Update Expert Knowledge Process Automation & Process Management & Control Optimization Monitor & manage analytics Automate prediction & process Perform Root-Cause deployment process Analysis Deploy Integrate Capture Predict Act Feedback SMA Execute Perform Social Media Campaign Prevent Pro-active manage reputation 18

19 19 Business Analytics Using Social Media to Attract New Customers Attitudinal Quantify Monitor and Segment Social Media Business Analytics Leading Promoters Interactions Social Leaders Leading Detractors Online Surveys Descriptive Scoring against Social Leader levels Scoring for propensity to buy Behavior Execute Campaigns Predict and monitor ROI Points of Interactions Special offers for Social Leaders Viral marketing offers to customer

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21 How IBM Cognos Consumer Insight Works? Automatically identify and tag relevant content Process content based on relevance to business Communicate insight broadly across the business 3 rd Party Providers Multiple Languages Admin User Interface Crawl Information Extraction Semantic & Faceted Search Index Search-led Data Exploration Interactive Visualization & Analysis Web content Compute Infrastructure Database Cognos Reports & Analytics Analytics Platform Integrated UI