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© 2018 NetBase Solutions. 1
ALL-STAR ACADEMY
Introductory Class
© 2018 NetBase Solutions. 2
Today’s Journey
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
© 2018 NetBase Solutions. 3
OVERVIEW:
NETBASE END-TO-END
© 2018 NetBase Solutions. 4
NetBase Queries - “Topics”
Best
practices
in cleaning
Keyword
Set-Up
And
Channels
Sentiment
Refinement
Data & Channel Set-up
© 2018 NetBase Solutions. 5
Types of Topics
Brands Brands & ProductsHashtags and HandlesDomainsCampaigns
Categories Generic Category TermsBrands & Products*
Influencer/Audience List of AuthorsList of ChannelsDomains
Trending Trending Hashtags/WildcardsPublicationsDomain Only
Behavioral Personal NarrativesActions/Behaviors
Fre
qu
en
cy
© 2018 NetBase Solutions. 6
Common Topic Pitfalls
• Lack of comprehensiveness
• Either breadth or narrowness
• Too much time cleaning
• Forgetting data add-ons
• Multiple versions of the same topics
© 2018 NetBase Solutions. 7
FOUNDATION:
TOPIC BUILDING
© 2018 NetBase Solutions. 8
Themes – Saved sets of Filters
THEME
A theme works in conjunction with one or
more topics to perform a deeper and more
customized analysis
Example:
• Topic = Starbucks
• Product Attribute Themes = Customer
Service, Price, Products, etc.
• Product Themes = Pumpkin Spice Latte,
Cold Brew, Vanilla Latte
© 2018 NetBase Solutions. 9
Model Configuration: Topic Set-up
Ale
rts
/ R
ep
ort
s
ALERT: Brand Spike
ALERT: Competitor Spike
REPORT: Brand Health
REPORT: Competitive Comparison
REPORT: Issues / Messaging Tracking
Campaigns
Themes
BrandedCompany
PillarsDepartments
Products / Services
Executives
EventsInfluencersIssues
Management
Audience Segments
Topics
Brand Competitor Category Influencers Campaign
MiscellaneousMarket Threats
Detractors / Advocates
Customer Life Cycle
Competitors
© 2018 NetBase Solutions. 10
Why themes matter?
• Save time – recreating filters or analyses
• Provide consistency
• Truly leverage NetBase data differences
• Compare across multiple topics
• Target sentiment
• Quick templates
© 2018 NetBase Solutions. 11
SPEED TO INSIGHT:
USE CASE TEMPLATES & ALERTING
© 2018 NetBase Solutions. 12
Dashboard Templates
• Multiple templates organized by use case and industry
• Include optimal widgets• Able to be customized
© 2018 NetBase Solutions. 13
• Multi-Topic Dashboard Set Up
• Save Analysis/Save to Dashboard
Tips & Tricks: Dashboard Set-up
© 2018 NetBase Solutions. 14
Tips & Tricks: Dashboard Exports
Timeline (line charts)Values to Grouped Bar
Top Values to Bar Charts Values to Pie or Bar
© 2018 NetBase Solutions. 15
DEEPER ANALYSIS
© 2018 NetBase Solutions. 16
Where to start?
© 2018 NetBase Solutions. 17
Suggested Analyses
2
3
4
5
6
7
1
Priority Analyses Common Analysis Filters
1
2
3
4
5
© 2018 NetBase Solutions. 18
Suggested Analyses
• Segment Owned from Earned (and Partnered)
• Filter Influencers in/out
• Peel back a layer of insights
• Remove shared posts
• Isolate platforms
• Focus on key words and phrases
• Combine and save filter sets for ongoing usage
2
3
4
5
6
7
1
© 2018 NetBase Solutions. 19
SELECT ADVANCED TOPICS
© 2018 NetBase Solutions. 20
Advanced Topics
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. 21© 2018 NetBase Solutions. 21
• 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
© 2018 NetBase Solutions. 22
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
Theme Definition and Analyze
Things
• Run-Time Sentiment: Point NetBase at specific objects:
• Brand attributes/elements
• Subsets of VoC and Channel data
© 2018 NetBase Solutions. 23
Validating Results
Stream Widget Bulk Edit Analyst Mode
© 2018 NetBase Solutions. 24© 2018 NetBase Solutions. 24
• 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
© 2018 NetBase Solutions. 25
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
© 2018 NetBase Solutions. 26© 2018 NetBase Solutions. 26
• Measure & Optimize Content
• Competitive Benchmarking (Channels)
• Conversation (excluding brand posts)
• Impact on brand Net Sentiment
• Customer Care Analysis
• Pre-/During-/Post- interaction brand Net Sentiment
Illustrative Methods
Improving & MeasuringCustomer Experience
Audiences for Campaign Effectiveness
© 2018 NetBase Solutions. 27
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
© 2018 NetBase Solutions. 28© 2018 NetBase Solutions. 28
• 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
© 2018 NetBase Solutions. 29
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
© 2018 NetBase Solutions. 30
Front-End Application vs. API
Excel / PPT OutputPopular Posts / Media / LinksTagsTime of DayA3D Usage & AttitudeNon-Gender DemographicsRatings / ScoresPhoto Concepts
AutomationVisualizationIntegrationMetadataMore Detail on:Higher insight thresholdsDecisecond 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
© 2018 NetBase Solutions. 31
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%
© 2018 NetBase Solutions. 32
THANK YOU [email protected]