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© 2018 NetBase Solutions#NBLive2018
1
ALL-STAR ACADEMY #NBLIVE2018
MASTER CLASS
© 2018 NetBase Solutions#NBLive2018
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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
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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
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• 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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Switching from iPhone to Samsung because of the battery
life – so frustrating! Plus the iPhone Spotify app doesn’t work
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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Switching from iPhone to Samsung because of the battery
life – so frustrating! Plus the iPhone Spotify app doesn’t work
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?
Answer the questions:
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
© 2018 NetBase Solutions#NBLive2018
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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
Answer the questions:
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%
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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