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E N T E R P R I S E S O C I A L I N T E L L I G E N C E P L AT F O R M

FOR ANALYSTS

Insight Discovery Has
Never Been Easier
Social Media Shifts Control to Customers
Social media is now part of the fabric of people’s lives: young and old, across a variety of
demographics, across all parts of the world. It has “democratized” the customer voice, giving
people all over the world a say in brand messaging—and even control over how your brand is
perceived. And digital word-of-mouth means that opinions go viral at record speeds.
Every day, you run your business based on the key metrics in your P&L; similarly, you should
have metrics to measure your online brand equity. But even the best metrics only tell you what is
going on in the social media universe. Shouldn’t you also know why?

“Traditional survey
research needs to evolve
and transform. The future
of market research is
increasingly about listening
to what consumers are
already saying.”
STAN STHANUNATHAN,
VP STRATEGY AND GLOBAL
INSIGHTS, COCA-COLA

The Social Web contains valuable consumer, market, and competitive insights. However, the
volume of data—millions of posts every hour—and high levels of “noise” make it difficult to find
relevant information quickly and to transform that unstructured information into meaningful,
actionable insights.
NetBase Insight Workbench is the only solution that lets business analysts extract actual
customer perceptions from terabytes of social media commentary—instantly and on-demand—
without investing hundreds of hours in manual work.

Market and Customer Insights—at the Speed of Social
There are many ways to listen to what is happening on the social web. But before NetBase, the
“state-of-the-art” social media analysis took at least four weeks and cost tens of thousands of
dollars. Not anymore.
Designed in partnership with consumer insights leaders at five of the top 10 CPG companies,
including Coca-Cola and Kraft, the Workbench taps into the authentic customer voices
expressed in social media to help you understand
what customers love (and hate) about brands,
categories, or issues and trends. You can:

Designed in partnership with five of the
top 10 CPG companies, the NetBase Insight
Workbench gives market research analysts a
window into the social media universe.

Monitor brand health more frequently and
with fewer resources
Make smarter business decisions by answering
the “why” questions that you previously
couldn’t afford to research
Protect your brand equity by understanding
what lies underneath social media chatter
Capitalize on game-changing opportunities
faster and accelerate time-to-revenue by
tapping into the social voice
Save valuable time and money across your
marketing and product innovation teams

NetBase Insight
Workbench was
commissioned by
5 of the top 10
CPG companies
in the world.
Pre-Processed Social Intelligence Warehouse Saves Time
Insight Workbench is a Software-as-a-Service (SaaS) analysis tool that taps into ConsumerBase,
a social intelligence warehouse that is constantly updated with deep insights based on billions of
conversations from more than 100 million sources, from forums and blogs to reviews to Facebook
and Twitter. ConsumerBase maintains a full 12 months’ worth of content from across the social
web and makes it available instantly, on-demand.
With our Twitter Firehose option, you also get real-time access to Twitter’s complete data stream
– more than 270 million tweets per day on average.

Capitalize on the Science of Language
Insight Workbench uses the most advanced natural language processing (NLP) engine to read,
normalize, and categorize every posting in ConsumerBase according to the opinions, emotions,
and behaviors that your customers have expressed. This NLP engine is the key ingredient that
makes social media insight and analysis both practical and affordable.
Unlike tools that infer sentiment based on statistical keyword matching, NetBase uses NLP that
has the highest benchmarked accuracy in determining not only sentiment but deeper insights
like opinions and emotions. Our NLP engine provides
the most accurate insights because it reads and
diagrams every sentence it indexes (identifying the
The Workbench surfaces
nouns, verbs, and adjectives) and takes into account
actionable insights for:
the role that every word plays in every sentence. It
Incorporating the social voice
understands English, Spanish, French German, and
into traditional brand tracking
Portuguese, as well as:
Identifying market trends
Urban words or “slanguage,” for example “My
and “hot topics” faster and
new phone is sick!”
more accurately
Alternative spellings, for example “luv,” “kewl,”
Discovering novel product
or “gr8”
uses and potential innovations
Abbreviations, for example “IMHO,” “ttyl”
Supplementing traditional
Common misspellings, for example “teh/the”
research activities with social
media market research
Getting a quick read on
the “why” questions that you
previously could not afford
to research

Language is complex, and no natural language
processing engine works perfectly every time.
Insight Workbench makes all of our categorizations
transparent by giving you full access to posts. If
you see something wrong in a chart, you can simply
“Right-Click” on the Insight and correct it. 

Dig Deeper With Intuitive Analysis Tools
Analysts can quickly organize Insight Workbench findings into themes or categories, view pie charts,
word clouds, and trending over time. The Workbench also includes tools that export data and
graphics into presentations or reports in a single step, simplifying social brand health monitoring.
The Workbench includes tools to help you:
Automatically group findings into themes. For example, words and phrases like “awesome,”
“excellent,” “pretty awesome,” and “terrific” could be grouped together into a single insight
called “enthusiasm.”
Create custom filters that categorize posts across multiple brands or topics into predefined
attributes such as price, taste, or mileage.
Filter commentary along demographic attributes such as gender or geography.
Refine a search and isolate commentary on a brand with an ambiguous name (such as “Cheer”).
Automatically compare opinions, emotions, and behaviors across multiple brands.
Drill into the details to examine individual comments, pre-sorted by precision and
identified themes.
These tools let analysts take the extra steps needed to understand not only the “what” about
markets, customers, and competition but also the “why.”

“The point is that without
a lengthy set-up process,
the NetBase Insight
Workbench turned around
information a brand
manager can use right
now to make decisions.”
JASON FALLS, SOCIAL
MEDIA EXPLORER

ABOUT NETBASE
NetBase, the C2B Company,
delivers the enterprise social
intelligence platform that global
enterprises use to monitor,
understand, and engage with
customers in real time. Using a
high-precision natural language
processing (NLP) engine
combined with text analytics
and machine learning, our
platform processes billions of
social media posts to extract
structured insights delivered
via customizable dashboards.
Our solutions enable marketing,
public relations, market
research, customer service,
sales, and product innovation
leaders to craft winning
strategies faster. Clients include
Coca-Cola, Kraft, HP GfK and J.
D. Power & Associates. NetBase
powers the weekly Sentiment
Tracker in the Wall Street
Journal and our solutions are
sold globally by SAP AG.
For more information,
visit: www.netbase.com.
@NetBase
NetBaseInc
NetBase Solutions, Inc
NetBaseInc

NetBase Solutions, Inc.
2087 Landings Drive
Mountain View | CA 94043
P 650.810.2100
F 650.968.4872

© March 2012 NetBase Solutions, Inc.

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Insight workbench data

  • 1. E N T E R P R I S E S O C I A L I N T E L L I G E N C E P L AT F O R M FOR ANALYSTS Insight Discovery Has Never Been Easier Social Media Shifts Control to Customers Social media is now part of the fabric of people’s lives: young and old, across a variety of demographics, across all parts of the world. It has “democratized” the customer voice, giving people all over the world a say in brand messaging—and even control over how your brand is perceived. And digital word-of-mouth means that opinions go viral at record speeds. Every day, you run your business based on the key metrics in your P&L; similarly, you should have metrics to measure your online brand equity. But even the best metrics only tell you what is going on in the social media universe. Shouldn’t you also know why? “Traditional survey research needs to evolve and transform. The future of market research is increasingly about listening to what consumers are already saying.” STAN STHANUNATHAN, VP STRATEGY AND GLOBAL INSIGHTS, COCA-COLA The Social Web contains valuable consumer, market, and competitive insights. However, the volume of data—millions of posts every hour—and high levels of “noise” make it difficult to find relevant information quickly and to transform that unstructured information into meaningful, actionable insights. NetBase Insight Workbench is the only solution that lets business analysts extract actual customer perceptions from terabytes of social media commentary—instantly and on-demand— without investing hundreds of hours in manual work. Market and Customer Insights—at the Speed of Social There are many ways to listen to what is happening on the social web. But before NetBase, the “state-of-the-art” social media analysis took at least four weeks and cost tens of thousands of dollars. Not anymore. Designed in partnership with consumer insights leaders at five of the top 10 CPG companies, including Coca-Cola and Kraft, the Workbench taps into the authentic customer voices expressed in social media to help you understand what customers love (and hate) about brands, categories, or issues and trends. You can: Designed in partnership with five of the top 10 CPG companies, the NetBase Insight Workbench gives market research analysts a window into the social media universe. Monitor brand health more frequently and with fewer resources Make smarter business decisions by answering the “why” questions that you previously couldn’t afford to research Protect your brand equity by understanding what lies underneath social media chatter Capitalize on game-changing opportunities faster and accelerate time-to-revenue by tapping into the social voice Save valuable time and money across your marketing and product innovation teams NetBase Insight Workbench was commissioned by 5 of the top 10 CPG companies in the world.
  • 2. Pre-Processed Social Intelligence Warehouse Saves Time Insight Workbench is a Software-as-a-Service (SaaS) analysis tool that taps into ConsumerBase, a social intelligence warehouse that is constantly updated with deep insights based on billions of conversations from more than 100 million sources, from forums and blogs to reviews to Facebook and Twitter. ConsumerBase maintains a full 12 months’ worth of content from across the social web and makes it available instantly, on-demand. With our Twitter Firehose option, you also get real-time access to Twitter’s complete data stream – more than 270 million tweets per day on average. Capitalize on the Science of Language Insight Workbench uses the most advanced natural language processing (NLP) engine to read, normalize, and categorize every posting in ConsumerBase according to the opinions, emotions, and behaviors that your customers have expressed. This NLP engine is the key ingredient that makes social media insight and analysis both practical and affordable. Unlike tools that infer sentiment based on statistical keyword matching, NetBase uses NLP that has the highest benchmarked accuracy in determining not only sentiment but deeper insights like opinions and emotions. Our NLP engine provides the most accurate insights because it reads and diagrams every sentence it indexes (identifying the The Workbench surfaces nouns, verbs, and adjectives) and takes into account actionable insights for: the role that every word plays in every sentence. It Incorporating the social voice understands English, Spanish, French German, and into traditional brand tracking Portuguese, as well as: Identifying market trends Urban words or “slanguage,” for example “My and “hot topics” faster and new phone is sick!” more accurately Alternative spellings, for example “luv,” “kewl,” Discovering novel product or “gr8” uses and potential innovations Abbreviations, for example “IMHO,” “ttyl” Supplementing traditional Common misspellings, for example “teh/the” research activities with social media market research Getting a quick read on the “why” questions that you previously could not afford to research Language is complex, and no natural language processing engine works perfectly every time. Insight Workbench makes all of our categorizations transparent by giving you full access to posts. If you see something wrong in a chart, you can simply “Right-Click” on the Insight and correct it.  Dig Deeper With Intuitive Analysis Tools Analysts can quickly organize Insight Workbench findings into themes or categories, view pie charts, word clouds, and trending over time. The Workbench also includes tools that export data and graphics into presentations or reports in a single step, simplifying social brand health monitoring. The Workbench includes tools to help you: Automatically group findings into themes. For example, words and phrases like “awesome,” “excellent,” “pretty awesome,” and “terrific” could be grouped together into a single insight called “enthusiasm.” Create custom filters that categorize posts across multiple brands or topics into predefined attributes such as price, taste, or mileage. Filter commentary along demographic attributes such as gender or geography. Refine a search and isolate commentary on a brand with an ambiguous name (such as “Cheer”). Automatically compare opinions, emotions, and behaviors across multiple brands. Drill into the details to examine individual comments, pre-sorted by precision and identified themes. These tools let analysts take the extra steps needed to understand not only the “what” about markets, customers, and competition but also the “why.” “The point is that without a lengthy set-up process, the NetBase Insight Workbench turned around information a brand manager can use right now to make decisions.” JASON FALLS, SOCIAL MEDIA EXPLORER ABOUT NETBASE NetBase, the C2B Company, delivers the enterprise social intelligence platform that global enterprises use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine combined with text analytics and machine learning, our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit: www.netbase.com. @NetBase NetBaseInc NetBase Solutions, Inc NetBaseInc NetBase Solutions, Inc. 2087 Landings Drive Mountain View | CA 94043 P 650.810.2100 F 650.968.4872 © March 2012 NetBase Solutions, Inc.