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Minority Report in Research Communities

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Presented at GOR 2017 in Berlin

Veröffentlicht in: Business

Minority Report in Research Communities

  1. 1. MINORITY REPORT IN RESEARCH COMMUNITIES MEMBER DISENGAGEMENT CAN BE PREVENTEDINTHE FUTURE CAN BE SEEN prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement
  2. 2. #minorityreport We seem to have it all ... @tomderuyck @steven_debaere | @InSites @IESEG
  3. 3. Direct connection with consumers #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  4. 4. Anytime Anywhere insights #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  5. 5. structural collaboration #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  6. 6. Communities as an Insight Delivery System #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  7. 7. 1,000+ insights 1,000+ communities 100,000+ participants 1,000,000+ conversations game changing actions #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  8. 8. (Ray Poynter, 2016) 5% 70% 2016 2026 as % of MR budgetas % of adoption in 2016 clients suppliers 58% 59% (GRIT Report Q3-Q4, 2016) And... getting more popular #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  9. 9. Can we guarantee long-term success? #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  10. 10. >50% OF ONLINE COMMUNITIES FAIL TO GENERATE SUCCESFUL OUTCOMES (Sarner, 2008) #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  11. 11. www.consumerconsultingboard.com #motivation #incentivation #moderation #gamification #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  12. 12. All after the same participant? #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  13. 13. Life-time value #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  14. 14. Low quantity 1. Low quality 2. PARTICIPATION THREAT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  15. 15. PROACTIVE COMMUNITY MANAGEMENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  16. 16. MINORITY REPORT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  17. 17. DETECT PREDICT PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  18. 18. DETECT PREDICT PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  19. 19. #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG “We see what they see”
  20. 20. DETECT THE UNTAPPED POTENTIAL OF RESEARCH COMMUNITIES 3 years 150,000 posts 7 Million data points Text Mining Natural Language Processing Behavioral analysis #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  21. 21. QUANTITY QUALITY Low High Low High Community Stars Passivists High- Potentials Annoyers 1 2 DETECT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  22. 22. DETECT PREDICT PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  23. 23. #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG “The future can be seen”
  24. 24. THE BENEFIT OF ARTIFICIAL INTELLIGENCE & PREDICTIVE ANALYTICS 1. % 2. Risk indicator Output  PREDICTION MODEL FOR MEMBER DISENGAGEMENT PREDICT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG TIP! Use the prediction model as a proactive alarm system
  25. 25. FebJan Mar Apr May PREDICT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG PREDICTIVE ANALYTICS PAST FUTURE
  26. 26. QUALITY QUANTITY Low High Low High 87% 32% 81% 20% 27% 79% 12% 91% 86% 93% 91% 94% 11% 13% 17% 14%19% 11% 94% 17%  Low quantity risk  Low quality risk 1 2 94% 17% PREDICT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  27. 27. 50% 100% 78%71% …. Low Quant Low Qual PREDICTIVE ACCURACY PREDICT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG RANDOM CHOICE BAD GOOD
  28. 28. PREDICT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG ACCURACY SCALE SPEED HIGHLOW FASTSLOW SMALL MODEL VERSUS MODERATOR BIG
  29. 29. DETECT PREDICT PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  30. 30. #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG “Murder can be prevented”
  31. 31. prediction model framework CRM info prevention suggestion 1 2 HUMANMACHINE MACHINE interpretation action 3 PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG QUALITY QUANTITY THREE-STAGE APPROACH IDENTIFY CONTEXTUALIZE FINALIZE
  32. 32. Badges Secret room Motivational emails PREVENT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG 1-on-1 attention Financial payout Refresh … ENGAGEMENT STRATEGIES TIP! Don’t reinvent the wheel. But focus on personalization and use existing methods for the right participant at the right time
  33. 33. MINORITY REPORT #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  34. 34. 1 2 CO-CREATION IN MULTIDISCIPLINARY PROJECT TEAM ADOPTION NEED FOR WHITE BOX PREDICTION MODEL #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  35. 35. LOST OPPORTUNITY? Low High QUANTITY QUALITY StarsPotentials Passivists Annoyers Low High QUANTITY QUALITY StarsPotentials Passivists Annoyers 30 5 10 48 #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG
  36. 36. #minorityreport@tomderuyck @steven_debaere | @InSites @IESEG Human-machine collaboration Artificial intelligenceAugmented human intelligence FUTURE-PROOF
  37. 37. MINORITY REPORT IN RESEARCH COMMUNITIES MEMBER DISENGAGEMENT CAN BE PREVENTEDINTHE FUTURE CAN BE SEEN prof. Tom De Ruyck – Steven Debaere – Sophie Van Neck – prof. dr. Kristof Coussement @InSites @IESEG #minorityreport

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