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Sentiment analysis taxonomy_apr-12-2011
- 1. Sentiment Analysis and Taxonomy
Managing the Ecosystem of Marketing
Communications
April 12th, 2011
Earley & Associates, Inc. | Classification: PUBLIC USE
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 2. Earley & Associates Highlights
Founded 1994
Focus Areas Holistic approach to specific
business contexts and goals for:
• Retail
• Manufacturing
• Pharmaceuticals & Life Sciences
• Public Sector
• Media & Entertainment
Personnel Core team of 35 consultants
Locations Stow, MA headquarters, consultants
in US, UK & Canada, global projects
Services • Taxonomy & Information Architecture
• Search Strategy for Enterprise & Web
• ECM, DAM & Information Lifecycle
• Program Management & Governance
2
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 3. Seth Earley, CEO, Earley & Associates
• Co-author of Practical Knowledge Management from IBM Press
• 17 years experience building content and knowledge
management systems, 20+ years experience in technology
• Former Co-Chair, Academy of Motion Picture Arts and Sciences,
Science and Technology Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• Currently working with enterprises to develop knowledge and digital asset
management systems, taxonomy and metadata governance strategies
• Founder of Taxonomy Community of Practice – host monthly conference
calls of case studies on taxonomy derivation and application.
http://finance.groups.yahoo.com/group/TaxoCoP
• Co-founder Search Community of Practice:
http://tech.groups.yahoo.com/group/SearchCoP
3
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 4. Agenda
• Drivers for taxonomy in social media monitoring
• Taxonomy and sentiment analysis
• The content ecosystem
• Marketing and term proliferation
• Sentiment and global marketing
4
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 5. Social Media Monitoring and Sentiment Analysis
Function Driver Role of eTaxonomy Benefit
Monitor Determine effectiveness of Essential to tailor sentiment Capturing the nature of
marketing and value of analysis to specific conversations, forms the
participation in social media terminology of your basis for engagement
through search metrics, blog organization strategy. Ability to react in
mentions, conversations on near real time to changes
social networks in marketplace
Engage Need to be active participant in Proper use of key Ability to impact
the conversation. Connecting terminology that will be conversations positively,
with customers through picked up by search head off problems that are
appropriate channels. Make engines, hash tags on developing in the
contribution based on insight social networks, manage marketplace, direct
captured through monitoring categories of interactions traditional messaging to
activities. for brands and products communicate with key
influencers
Measure Develop metrics program and Required for metrics Hard data on effectiveness
analytics. Feedback program. If developed of social media. Ability to
mechanisms to measure if correctly for monitor and direct effort to needed
activities and interventions are engage activities, will flow categories of content and
moving toward desired goals. through to metrics products
5
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 6. Sentiment Analysis and Taxonomy
Sentiment analysis determines tone of communication
Taxonomy maps terminology relationships
Provides context for communication and mechanisms for managing content
Used in multiple ways:
Understand the nature of a the discussion topic
Domain keywords – product specific “Camcorder” terminology
Terms and related terms - “battery”, “viewfinder”, “picture”
Brands, products, services: “I love my Prius…
Cars
Prius
Understand the nature of qualifiers through metadata attributes
(using “appraisal” taxonomies http://lingcog.iit.edu/doc/appraisal_sentiment.pdf)
Happy = positive
Very happy = increasingly positive
Not very happy = negative
Manage ecosystem of marketing content and communications
Brand, Market, Audience, Media, Asset, Channel, Competitor
6
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 7. Content Ecosystem Managed Through Taxonomy
Target
Channels Segments Demographics
Markets
Target
Psychographics Competitors Sources
Audience
Brand
Sentiment Media Types Asset Types
Content
Approval
Packaging Distribution
Activity
7
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 8. Marketing, taxonomies and term proliferation
Lumping versus Splitting
• Classification approaches can be described by splitting them into smaller
subdivisions or by lumping them together into broader categories
• Splitters look for smaller differences in groups and try to leverage them
For example:
Brand proliferation
Market differentiation
Product specialization
• Marketers who split categories believe customers want a new variation in
the product line and may adopt marketing message and channel if there
are significant differences in the demographics or behavior of the
customer
• Lumpers look at what category members have in common
Sentiment analysis tools tend to lump categories together to understand tone
• Divergent approaches lead to different perspectives on campaigns and
marketing approaches
8
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 9. Embedded Taxonomy and Global Marketing
• Marketing Imperatives
Reach customers through increasingly fragmented media
Take advantage of synergies of multi channel communications
Measure and track effectiveness of campaigns and channels
Determine optimal spend mix
Reduce costs of marketing content (low cost sourcing)
Increase collaboration with media partners
Cross promote with other vehicles and properties
Reduce asset development costs by reusing components
Reduce time to market
Maintain market coverage and market presence
Make intelligent decisions about resource allocation and strategic
intent
• Are marketing efforts (and sentiment) making people act?
9
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 10. Sentiment analysis and taxonomy
• Sentiment analysis tools solve the problem of understanding content
emotion but do not understand relationships between or within domains
• For example, the statement “I love my BMW! It’s such a comfortable car
so I’ll certainly check out the new 5 series next week”
Can be categorized to be about “cars” = It‟s about „CARS‟
• Sentiment analysis understands that this statement is about:
Strong like of Positive towards INTENT to view „new TIMESCALE =
BMW „Comfort‟ 5 series‟ „next week‟
Example Courtesy of OpenAmplify
10
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 11. Sentiment analysis and taxonomy (2)
• Taxonomy is required to understand the relationships between things that are not in
the realm of sentiment.
• For example: “How are Democrats perceived in California?”
Taxonomy relationship : “is-a”
Democrat
Obama
Nancy Pelosi
Brown
Sentiment
Example Courtesy of OpenAmplify
11
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 12. Market interaction
• How do you interact with a customer?
Educate
Engage Forward thinking organizations are
Listen to facilitating these interactions with
Track social media monitoring and
Segment sentiment analysis - orchestrating
Group and coordinating communications
Define through marketing resource
Serve management (MRM) applications
Manage
Retain
Measure
Taxonomy is the glue that ties channels
and communications together
12
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 13. For copy of slides give me a
card or send a note to:
sharon@earley.com
Subject: Sentiment
Past Insight Series on Global Marketing and eTaxonomy:
http://www.earley.com/webinars/insights/global_marketing
Seth Earley
Earley & Associates, Inc
781-820-8080
seth@earley.com
www.earley.com
13
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 14. Supplemental Slides
Earley & Associates, Inc. | Classification: PUBLIC USE
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 15. Gartner‟s Marketing Resource Management Functions*
Function* Driver** Role of e- Benefit **
taxonomy**
Plan and budget for Fragmented channels, Need consistent Allocation of resources
marketing activities and incompatible metrics terminology to measure to most effective
programs and compare activities channels and campaigns
Create and develop Increased process Asset reuse, low cost Direct measurable cost
marketing programs and efficiency required due sourcing, Digital Asset savings due to reduced
content reduced/ constrained $$ Management rework
Collect and manage Distributed subject Foundation for content Better decision making
content and knowledge matter expertise, and knowledge faster decisions,
customer insights management processes improved messaging
Fulfill and distribute Speed to market, Consistency of Faster time to value,
marketing content and multi/cross channel campaigns across consistent roll-up,
collateral marketing media, ability to accuracy of reporting,
measure reduction in costs
Measure, analyze and Increasingly fragmented Essential to sentiment Improved marketing
optimize marketing marketplace, rise of analysis, fine tuning of reach, elimination of less
performance social media campaigns effective approaches,
messaging, channels
*Source: www.gartner.com/it/content/1335300/1335319/may_19_top_marketing_processes_kcollins.pdf
**Source: Earley & Associates, Inc.
15
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 16. Taxonomy challenges
For MRM
• Understand business drivers and imperatives
• Develop use cases and user scenarios
• Document asset reuse and workflow improvement opportunities
• Test usability of categories, tagging and classifications
For Social Media
• Monitor conversations by understanding terminology that customers are using
• Build taxonomies and synonym lists
• Leverage sentiment analysis tools in the context of specific products and offerings
• Develop SEO program harmonized with taxonomy
16
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 17. Growth in Social Media
• According to research by Forrester social media expenditures growing by 34%
between 2008 and 2014
Source: http://www.marketingpilgrim.com/2009/04/forrester-social-media-growth.html
• 25% of search results for world’s top 20 brands are links to user generated content
• 34% of bloggers post opinions about products and brands
• 78% of consumers trust peer recommendations 14% of people trust commercials
• More than half of the world’s population is under 30.
• 96% of millennials (born 1980 and on) are on a social network
• Facebook tops Google for weekly U.S. Internet traffic.
• Ashton Kutcher and Britney Spears have more Twitter followers than the
populations of Sweden, Israel, Switzerland, Ireland, Norway and Panama.
• 50% of mobile Internet traffic in the UK is on Facebook.
• Amazon sold more electronic books for the Kindle than physical books on
Christmas.
• If you were paid $1 for each posted Wikipedia article, you’d make $1,712.32 per
hour.
Source: http://mashable.com/2010/05/07/social-media-stats-video/
17
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 18. Role of taxonomy
• OK, so create a taxonomy for all of these purposes
• Wait a minute, not so easy
• Different systems grow up over time
• No view toward integration
• Inherently different processes – comparing apples to baseball bats
• Difficulty understanding context for terms
Let’s explore an
• Ambiguity of language example set of
terms harvested
• Varying levels of granularity
from multiple
systems
18
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 19. Challenges of marketing classifications
• Promotion type • Asset type
TV Commercial Image
Problems with
Web site Photo Ambiguity
Seminar Illustration
Conference Polyhierarchy
Email
Convention
• Event Labeling
Email
Speaking Structure
• Campaign type Training
Newsletter Luncheon
Direct mail Seminar
Email • Target audience
Sponsorship
Sponsorship Target role
Venue
Decision maker
• Sponsorship • Vehicle Economic buyer
Co promotion Venue C-level executive
Conference Event venue
Newsletter • Event venue
• Audience Luncheon
• Vehicle Senior management Conference
Email Economic buyers Seminar
Kiosk
Face to face
19
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 20. Challenges of marketing classifications
• Event Type • Campaign Type
Webinar Website Version 1 of an
Conference Display Advertising updated and
Luncheon Radio
Training Television normalized
•
Audience Level
Direct Mail
Sponsorship
taxonomy
Senior Management
Executive Event
Practitioners • Asset Type
• Target Role Email
Decision Maker Newsletter
Influencer Photo
Economic Buyer Graphic
Radio Ad
TV Ad
Display Ad
Advantages: clear grouping principles, simple structure
Disadvantages: Lose some fidelity of terms, for example, is
conference about speaking or exhibiting? How do we
characterize a webinar campaign or email campaign?
20
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 21. Challenges of marketing classifications
• Audience • Asset Type
C-level executive
Decision maker
Email
Illustration
Version 2 of
Economic buyer Image taxonomy
Senior management Photo
Target role • Event Type
• Campaign Type Luncheon
Co promotion Seminar
Conference Speaking
Convention Sponsorship
Direct mail Training
Email Venue
Face to face
Kiosk
Luncheon
Newsletter
Seminar
Some obvious problems: Venue is in more
Sponsorship
TV Commercial
than one place (facets are not orthogonal)
Web site Venue and Venue – Event type not clearly
Venue distinct
Venue - Event Venue Campaign type lacks granularity
21
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 22. Challenges of marketing classifications
• asset type • stakeholder
image
photo
executive Version 3 of
senior management
illustration (drawing) C-level executive taxonomy
text
email message
business role topical facets
economic buyers
multimedia decision maker
(done by a splitter)
television commercial sponsor
web site co-sponsor / co-promoter
• campaign approach
direct mail
Advantage: nicely disambiguated, for example
newsletter (print)
- distinction between email and print
email
newsletters
newsletter (electronic)
event
May be overly granular. What purpose do
seminar
distinctions serve? Too many single topic
training / workshop
categories. Do we need to know that email is
luncheon
text?
conference / convention
kiosk
Why “interpersonal/face to face”? Is there
interpersonal / face to face
another kind?
sponsorship
copromotion
22
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 23. Challenges of marketing classifications
• campaign • campaign environment (contd)
campaign assets • real-space campaign environment
art / illustration • conference / convention
email message • conversation / interpersonal interaction
gift / giveaway object • Kiosk
• Luncheon
newsletter (online)
print materials • phone / voice Version 4 of
Brochure • sponsorships taxonomy –
direct mail materials • campaign personnel
newsletter (print) • buyers
single facet
photo • decision makers (done by a splitter)
video (long) / webinar • lower-level executives
video (short) / commercial • senior management
campaign environment • sponsors / co-sponsors
e-space campaign environment
Demonstration
social media
Training
May be used for navigational structure but not
website useful for classification
•
Question is what would we find at each level?
Are the categories clear and distinct enough?
23
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 24. Challenges of marketing classifications
preparation stage implementation stage
asset acquisition campaign vehicle
Version 5 of
art
audio
direct mail taxonomy –
face-to-face contact
photo kiosk workflow
text
video
phone perspective
social media
asset creation (done by a splitter)
campaign event
multimedia creation
conference / convention
art
seminar
photo shoot
video shoot training
commercial shoot management
text authoring purchase Appropriate for asset
email message reuse, process
Sponsorship
newsletter management, metrics,
direct mail co-sponsorship
optimization
website executive involvement
site design senior management
usability testing
C-level executive
target data collection
decision making
phone numbers
email addresses
mailing addresses
24
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 25. Challenges of marketing classifications
Promotion Type Role
TV Commercial Buyer Version 6 of
Newsletter
Decision Maker taxonomy
Email Influencer
Direct Mail Venue
Banner Ad Customer site
Kiosk Online Navigational structure?
Sponsorships In-house Question of intent.
Social media Off-site What content might be
Website classified in this way?
Purpose
Asset Type Some functionality
Invitation to join/register
Photo
included.
Press release
Illustration Product announcement
Artwork Survey
Copy Follow-up
Video Event type
Audio
Conference
Audience Training
C-level Exec Webinar
VP Seminar/Workshop
Manager Luncheon
25
Admin
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 26. 5 New Rules of Marketing
1. Market segmentation varies by channel
2. Competitive research is now guerrilla intel
3. MarCom goes bite-sized
4. Collateral has the shelf-life of a fruit fly
5. Messaging is now dialoguing
26
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- 27. 1 | Market Segmentation Varies By Channel
27
Photo: Howden Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 28. 1 | Market Segmentation Varies By Channel
• We always had to pay attention to segments by eTaxonomy
geography, but now online and digital device
channels have proliferated as well
Facets:
• Channels
• B2C market segmentation is more fragmented
than ever, and B2B is not far behind • Target Markets
• New Rule: Market analysis and market • Segments
segmentation must recognize multi-dimensions
by Channel and Target Audience • Demographics
• Psychographics
• Target Audience
28
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 29. 2 | Competitive Research Is Now Guerrilla Intel
29
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 30. 2 | Competitive Research Is Now Guerrilla Intel
• Competitive Intelligence used to be as simple eTaxonomy
as watching press releases and industry
publications for announcements, but now
Facets:
competitors make their moves through social • Competitors
networking channels
• Target Audience
• Watching cyberspace, knowing who’s who, and
even pinpointing disinformation from • Channels
masqueraders is becoming essential
• Sources
• New Rule: Competitive intelligence and
counter-intelligence must recognize multi- • Sentiment
dimensions by Channel , Target Audience,
Sentiment and Source
30
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- 31. 3 | Marketing Communications Goes Bite-sized
31
Photo: Eman Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 32. 3 | Marketing Communications Goes Bite-sized
• The “bread and butter” of MarCom used to be eTaxonomy
testimonials, case studies, datasheets, print
articles and other lengthy methods of
Facets:
communicating brand and message, but now • Media Types
audiences have much shorter attention spans
and expect tweet-sized sound bites • Target Audience
• While traditional messaging won’t go away, • Channels
brand messages must now be “chunked” to fit
seamlessly across high-impact digital spots • Asset Types
• New Rule: MarCom planning and creative must • Brand Content
embrace dynamic content principles to create
consistent messaging across a mix of
mediums, both short burst and traditional
32
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 33. 4 | Collateral Has The Shelf-life Of A Fruit Fly
33
Photo: Pixomar Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 34. 4 | Collateral Has The Shelf-life Of A Fruit Fly
• Sales & Marketing collateral remained fresh for eTaxonomy
months in the days of print and static websites,
but now content can look stale in weeks just
Facets:
when budgets are at their tightest • Media Types
• The agility to mix, match and reuse valuable, • Asset Types
pre-approved and lower cost sources of digital
assets and dynamic content to produce fresh • Brand Content
collateral “on the fly” is becoming an imperative
• Approval Activity
• New Rule: Collecting, tagging and reusing
digital assets and content chunks drives fresh • Packaging
collateral at lower cost without sacrificing
quality – agility is advantage • Distribution
34
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- 35. 5 | Messaging Is Now Dialoguing
35
Photo: Vuono Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 36. 5 | Messaging Is Now Dialoguing
• Brand messaging used to be all about a eTaxonomy
monologue where we stayed on message at all
costs, but the power shift of interactive social
Facets:
media has changed the game completely • Brand Content
• It’s no longer about controlling brand message, • Target Audience
it’s about interacting with customers and
influencing brand advocates to produce a • Channels
dialogue, not a feedback vacuum
• Sentiment
• New Rule: Dialogue about your brand requires
real time analysis of who you’re talking with,
how they feel, and which sound bites you can
use to your brand’s advantage
36
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.
- 37. Questions/Discussion
Seth Earley
Earley & Associates, Inc
781-820-8080
seth@earley.com
www.earley.com
37
Copyright © 2010 Earley & Associates, Inc. All Rights Reserved.