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Customer Sentiment Analysis Key Questions 1) How to evaluate the new mechanisms that influence decisionmaking processes? 2) How to identify the users that are closest to a product and that cause the most sensitive issues as influencers? 3) In which areas or countries are substantial differences emerging in brand and product perception? 4) What actions should be taken as a result? 2 Scenario • New technologies have enabled a greater ease of circulating information, and their rapid take-up by companies as tools for customer communication and relationship offers both major opportunities and issues requiring extremely careful handling. • Consumers are increasingly using the Internet as a place for discussion and sharing experiences, a point of reference especially when they are considering the purchase of complex goods and services. 3 2.0 Effects vs Brand Reputation Based on what you have read \ seen \ heard on a SOCIAL NETWORK \ COMMUNITY, blog or forum recently, your general view on ... (company) is ... Deteriorated Improved Barilla 4 41 55 Ferrero 4 42 54 Coop 4 Esselunga 43 6 11 Enel 10 39 8 45 39 44 44 15 44 42 9 Intesa San… 45 47 11 Mediaset 43 49 13 42 46 7 41 53 Alitalia 23 Telecom Italia 23 Trenitalia Rai 50 17 Pirelli Benetton 51 44 Poste Italiane Unicredit 52 43 Fiat Eni 4 Unchanged 42 35 44 33 26 40 33 34 47 32 27 Based on who has heard, seen, or read company information on a blog. Forum, social network ... (CAWI) Sentiment Analysis: Definition • Sentiment analysis or opinion mining refers to a broad (definition challenged) area of natural language processing, computational linguistics and text mining. Generally speaking, it aims to determine the attitude of a speaker or a writer with respect to some topic. • The attitude may be their judgment or evaluation (see appraisal theory), their affective state (that is to say, the emotional state of the author when writing) or the intended emotional communication (that is to say, the emotional effect the author wishes to have on the reader). 5 Sentiment analysis: From Wikipedia, the free encyclopedia Customer Sentiment Monitoring The design and the success of Customer Sentiment analysis are primarily configured in the definition of the following areas: • Define Goals and objectives expected by the web tracking and analysis • Identify drivers representing the brand that will be monitored in order to meet goals • Identify the audience you want to listen and target • In digital media: •What is my audience on Social Media? •What kind of profile do they have? •Where are they? Goals & Objectives 6 Drivers Domains Sentiment Survey Main Phases The survey of sentiment and evaluation of the contents pass through a series of processes / steps that ensure a high quality of results. Synset It contains all information needed for the analysis of texts. It is the knowledge of the language in use, including proper names, which can be expanded and customized in order to be aligned with particular ontologies. Disambiguator It distinguishes the different meanings of all the elements of a text by identifying the context in which they are located. Categorization It recognizes the categories covered in the text, assigning any idea to the correct element of the taxonomy. Sentiment It attributes a score to all occurrences identified in the text evaluation. 7 Customer Sentiment Monitor Process Using Defined Drivers, a classification Thesaurus, domains and the appropriate scheduling, the system indexes and collects all results within a relational database for later use and analysis of findings. Crawling 8 Analysis Storage Structured Data Results Through the use of semantic technologies, all the user generated contents are analyzed, understood and evaluated for all defined Drivers. Each occurrence is automatically given a vote. Data are made available for intelligence activities, dashboard and reporting in order to support the business strategies. 9 Reporting Through predefined templates or creation of personal representations, the collected and evaluated data are aggregated in order to produce the proper reports. 10 Example of Customer Sentiment Use Product Lifecycle IDEAS R&D IMPROVEMENTS SATISFACTION RISK & CRISIS MANAGEMENT Technical Services Consumer Services Legal & Regulatory CUSTOMER INSIGHT Sales & Marketing Customer Sentiment Analysis Monitor UNSTRUCTURED INFORMATION 11 SEMANTIC ANALYSIS STRUCTURED DATA Thanks www.reply.eu