Bottom Line Analytics has developed a whole new approach to measuring social media ROI. Our Semantic Engagement Index is based on Linguistics and represents a shift away from the status quo of 'Listening' tools...rather it allows us to measure the 'degree of engagement' from social media conversations as it transpires from chatter.

1. A breakthrough in measuring
the impact of social media on
brand performance

2. 10 Second version
Note: Off the shelf ‘sentiment’ metrics are based on automated word counting
exercises.
Our Approach:
• Is built upon a validated Linguistics approach known as ‘Stance Shift Analysis’
• Uncovers the ‘Personal’ and ‘Emotional’ components from conversations.
• Underpins a metric called the Semantic Engagement Index (SEITM)
• Closely links to brand sales.

3. Copyright 2013 Next-Generation Marketing Insights
Confidential & Proprietary; All Intellectual Property Rights Reserved
• The foundation of BLA’s measurement of social media is the development of a metric
based on Linguistics methodology called Stance-Shift Analysis (SSA).
• SSA applies more than 30 rules of language to textual conversations about brand on
social media and other digital platforms*.
• Our rules based “scoring algorithm” turns textual data into a metric called the
Semantic Engagement Index or SEITM
Our approach is based on Linguistics
* Stance shift analysis can be applied to Voice of Customer (VOC) across any digital platform: Social Media, Call Centre transcripts, Focus
Groups and Online microsites.

4. “I just got my cool new Iphone5 from Best Buy,
however, I keep getting dropped calls on the
Brand X 4G network”
Decoding Text DNA using Stance-Shift Analysis
Engaged Positive tonality Brand mention & relative importance
Personal and emotional connection
Engaged negative tonality
Custom coding enabled by Business Intelligence
Topic Content List
- Iphone5
- Phones 4u
- Brand X
- Network
- 4G
- Dropped calls

5. Business Intelligence
Clustering & CART
Correspondence
From Millions of Cleaned
Targeted Conversations
We apply advanced
Modeling Techniques
Small Pepermint Afternoon Snack 12Pack
Great Deal Breakfast yum Large
Miss it Get me one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8Oz need a hit
We Detect Thousands of interesting
“nodes” of Consumer information
Striving for integrated consumer understanding
Clear Topics &
Concepts of
Importance
Emerge
Our Supervised Learning Pattern
Detection organizes the nodes
The solution path for Consumer Chaos
5

6. SEITM shows superior correlations to brand sales
compared with other social sentiment metrics
82.9%
14.8%
9.9%
7.7%
5.9%
2.8%
-3.2%
-20% 0% 20% 40% 60% 80% 100%
SEMANTIC ENGAGEMENT INDEX POS/NEG RATIO
METRIC 5 POS/NEG RATIO
METRIC 1 POS/NEG RATIO
METRIC 4 POS/NEG RATIO
METRIC 6 POS/NEG RATIO
METRIC 2 POS/NEG RATIO
METRIC 3 POS/NEG RATIO
Comparison of correlation to sales for the SEITM versus the six leading “sentiment” metrics
The SEITM performs better
because it captures the
nuances from language which
go to explain behavioural
intent and sales.

7. The correlation* to sales over time shows the SEI has Predictive Power
7
ACID TEST: SEITM has proven linkage with brand sales
Correlation = 81.1%
Correlation = 83%
Correlation = 83%
* Lead lag analysis has confirmed that causation is only one way – the SEI to a large degree is able to drive hard commercial metrics.
Correlation = 86.4%
Correlation = 84%
Communications Services SEI Index V. Sales Index Restaurant Retail SEI Index V. Sales Index

8. Social Media
ROI
In-Market
Execution
Content
Strategy &
Insight
Brand
Reputation
Management
Monetise your social media
campaigns via our media mix
models.
Use a deep understanding of
consumer conversations to
develop Content and Marketing
Strategy
Monitor and manage
consumer conversations
that are impacting your
brand reputation.
Enhance the in-market
execution of Promotions,
Sports Sponsorships and
events based on consumer
conversations
What the SEITM can do for your business

9. Identifies the key conversations driving customer
engagement.
Measures the degree of engagement your customers
have towards key marketing events and promotions and
the reasons behind those events’.
Provides insights to strengthen engagement with your
customers for hard-to-measure marketing activities such
as sports sponsorships, Facebook and Twitter campaigns.
How SEITM drives brand performance

10. 1) How can we increase store traffic and drive positive engagement ?
2) What are the key image, experiential and promotional strategies that will drive
same store sales?
Insight & Outcomes
The key drivers to Positive SEI
were:
1. A place to hang out
2. To meet people
3. Atmosphere
The client developed a ‘2 for 1
– bring a friend’ promotion to
drive store level sales.
Sales increased by 23% on
year on year basis.
10
Beverage A
271
Beverage A
74
Insights from social conversations help to increase
restaurant sales

11. We would be delighted to show you how SEITM can
help your business. Drop us an email at
info@bottomlineanalytics.com with your contact
details for a FREE COMPLIMENTARY WEBINAR.

12. Bottom-Line Analytics is a full service
consulting group focusing on marketing
effectiveness and brand performance
analytics.
Our modeling experts have a total of
over 100 years of direct experience
with marketing mix modeling.
We are dedicated to the principles of
innovation, excellence and
uncompromising customer service.
Everything we do is geared towards
improving commercial performance.
About Us Our Experience

13. Michael Wolfe
CEO
Bottom-Line Analytics
E: mjw@bottomlineanalytics.com
M: 770.485.0270
www.bottomlineanalytics.com
David Weinberger
CMO
Bottom-Line Analytics
E: david@bottomlineanalytics.com
M: 770.649.0472
www.bottomlineanalytics.com
Masood Akhtar
Partner, Analytics (EMEA)
Bottom-Line Analytics
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
www.bottomlineanalytics.com
EMEAUSA