How AI and Machine Learning are Transforming Social Listening and Research from Reactive to Predictive

1. © 2018 Converseon Inc. Proprietary and Confidential
How AI is Transforming a New
Generation of Social Research
Rob Key, CEO, Converseon
Larry Friedman, former Chief Research
Officer, TNS, Senior Strategist with
Converseon

2. © 2018 Converseon Inc. Proprietary and Confidential
AI Spending Continues to Rise But to What Purpose?

3. © 2018 Converseon Inc. Proprietary and Confidential
Emarketer

4. © 2018 Converseon Inc. Proprietary and Confidential 4
But programming computers to understand human
language Has been long and challenging
Source IBM
2018 represents the democratization of AI
Putting the technology direction in the hands of analysts to build,
improve and maintain their own classifiers for advanced analysis

5. © 2018 Converseon Inc. Proprietary and Confidential
A case in point..

6. © 2018 Converseon Inc. Proprietary and Confidential 6
AI is essential element for to meet the promises of Insights-
on-Demand
“Computers just don’t have the
brains to solve some basic problems
– unless we lend them ours,”
Converseon lead scientist,
Dr. Philip Resnik
“Semi-supervision keeps humans
in the loop”

7. © 2018 Converseon Inc. Proprietary and Confidential 7
New SaaS solutions now put the power of this AI directly
into the hands of analysts
Build your own custom classifiers Measure performance Access classifier library
Conversus.AI

8. © 2018 Converseon Inc. Proprietary and Confidential
• “Real time,” high quality customer
data that can be modeled/predictive
• Confidence, control and adaptive
• Higher level analytics and rapid
speed to insight
• Improves ROI (and reduces cost) of
corporate listening initiatives
• More actionable analysis
8
Key Benefits

9. © 2018 Converseon Inc. Proprietary and Confidential 9
Take Aways: Know (Demand) Your F1 Score for Your
Models & Reporting
Precision

10. © 2018 Converseon Inc. Proprietary and Confidential
Multiple peer reviewed studies have shown predictive
capabilities of this AI-powered data
10
Professor Wendy Moe and David Schweidel, conducted
analysis of social conversation versus offline brand tracking
using Converseon data.
.
New WOMM Media Mixed Modeling
Study (utilizing Converseon data)
95% precision + 85% Relevancy +
High Recall

11. © 2018 Converseon Inc. Proprietary and Confidential
("enterprise 2.0" OR "Social Biz" OR "social business" OR "#SocBiz" OR
"#SocialBiz" OR "#socialbusiness" OR SocBiz OR SocialBiz OR socialbusiness OR
"enterprise social business" OR "enterprise social network" OR "enterprise social
grid" OR "social CRM" OR "social BPM") AND ("activity stream" OR "activity
streams" OR "application development" OR "best practices" OR "business model"
OR "business models" OR "content management" OR "crowd sourcing" OR
"customer service" OR "disruptive technologies" OR "disruptive technology" OR
"human resources" OR "information technology" OR "next generation social" OR
"open social" OR "organizational culture" OR "predictive analytics" OR "product
lifecycle management" OR "social analytics" OR "social mail" OR "social portal" OR
"social portals" OR "social commerce" OR "customer experience management" OR
"innovation management" OR "social app" OR "social application" OR "social
applications" OR "social apps" OR "social business app" OR "social business
application" OR "social business applications" OR "social business apps" OR
"social collaboration" OR "social computing" OR "social learning" OR "social
media" OR "social network" OR "social networks" OR "social platform" OR "social
platforms" OR "social software" OR "social softwares" OR "social technologies" OR
"social technology" OR "soft ware" OR "tool kit" OR "unified telephony" OR
"analytics" OR "app" OR "application" OR "applications" OR "apps" OR "benefit"
OR "benefits" OR "blog" OR "blogs" OR "bookmark" OR "bookmarks" OR "BPM" OR
"collaboration" OR "collaborative" OR "commerce" OR "communication" OR
"communities" OR "community" OR "compliance" OR "innovation" OR "connection"
OR "connections" OR "CRM" OR "crowdsourcing" OR "engagement" OR "ERM" OR
"information" OR "intelligence" OR "intelligent" OR "interaction" OR "interactive"
OR "internet" OR "interoperability" OR "learning" OR "mail" OR "marketing" OR
"mobile" OR "network" OR "nimble" OR "optimization" OR "optimized" OR
"organization" OR "organizational" OR "organizations" OR "platform" OR
"platforms" OR "portal" OR "portals" OR "productive" OR "productivity" OR "risk"
OR "risks" OR "sales" OR "software" OR "softwares" OR "technologies" OR
"technology" OR "tool" OR "toolkit" OR "tools" OR "transparency" OR "transparent"
OR "value" OR "voIP" OR "wiki" OR "collective intelligence" OR "customer self
service" OR "social grid" OR "content" OR "social content" OR "insights" OR
"social selling" OR "social communications" OR "collaborative communications"
OR "human capital management" OR "business process management" OR
"enterprise resource management" OR "enterprise resource planning")
11
Active machine learning replaces booleans
15% relevancy 92% relevancy

12. © 2018 Converseon Inc. Proprietary and Confidential 12
Allows classification of language in new ways
Sentiment only is like seeing the world in black and white. Emotional analysis
provides richness

13. 13

14. © 2018 Converseon Inc. Proprietary and Confidential 14
Custom Classifiers unlock value far beyond what was
previously possible
Advocacy Product Application Emotion
Brand Attributes Unmet Needs Intensity
Customer Journey
Sentiment
Purchase Intent

15. © 2018 Converseon Inc. Proprietary and Confidential
This AI approach is enabling mainstreaming of social data as
never before
Brand
Equity
Campaign
Measurement
Brand
Crisis &
Resilience
Product
Launch
Advocacy
Media Impact
on your Brand
Social KPI impact on sales:
sentiment, emotion, advocacy
Mix Model /
Predictive
Analytics
Customer
Experience
Track Facets that move needle

16. © 2018 Converseon Inc. Proprietary and Confidential
Customer journey analysis example
16
0%
25%
50%
75%
100%
Problem
Recognition Information
Search Competitive
Evaluation Purchase
Decision Post- Purchase
35%
17%
11%
12%
6%
Fear
Distraction
Apprehension
Pensiveness
Acceptance
Trust
Serenity
Surprise
Interest
Sadness
Annoyance
Disgust
Anger
Anticipation
Joy
Custom Classifiers segment by stage, overlaid by emotion

17. © 2018 Converseon Inc. Proprietary and Confidential
Brand Guidance
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1/1/2014-1/7/2014
1/22/2014-1/28/2014
2/12/2014-2/18/2014
3/5/2014-3/11/2014
3/26/2014-4/1/2014
4/16/2014-4/22/2014
5/7/2014-5/13/2014
5/28/2014-6/3/2014
6/18/2014-6/24/2014
7/9/2014-7/15/2014
7/30/2014-8/5/2014
8/20/2014-8/26/2014
9/10/2014-9/16/2014
10/1/2014-10/7/2014
10/22/2014-10/28/2014
11/12/2014-11/18/2014
12/3/2014-12/9/2014
12/24/2014-12/30/2014
1/14/2015-1/20/2015
2/4/2015-2/10/2015
2/25/2015-3/3/2015
3/18/2015-3/24/2015
4/8/2015-4/14/2015
4/29/2015-5/5/2015
5/20/2015-5/26/2015
6/10/2015-6/16/2015
7/1/2015-7/7/2015
7/22/2015-7/28/2015
8/12/2015-8/18/2015
9/2/2015-9/8/2015
9/23/2015-9/29/2015
10/14/2015-10/20/2015
11/4/2015-11/10/2015
11/25/2015-12/1/2015
12/16/2015-12/22/2015
1/6/2016-1/12/2016
1/27/2016-2/2/2016
2/17/2016-2/23/2016
3/9/2016-3/15/2016
3/30/2016-4/1/2016
Overall Brand Trust-Related Conversation
17
Agile Research: to understand the magnitude of Crisis relative to previous consumer
backlash, “Trust-related” classifiers (Trust vs. Distrust) were developed for senior
leadership; reporting was delivered in just weeks of crisis with 2 years of historical data
analysis via Convey Machine Learning.
Example: Global Conversation (Weekly Trending) included multi-year historical analysis

18. © 2018 Converseon Inc. Proprietary and Confidential
Social brand health empowers real-time research
transformation
18
A forward-looking approach
• Reliable social KPIs tied to business
outcomes
• In the moment tracking of real-world events,
campaigns, launches
• Benchmarking and historical data
• Supplement traditional Trackers with on-
demand social research: fast, inexpensive
• Modular Deep-dives: Track Attributes for
your brand and competitors
• Discover new attributes in native
conversation about your brand
A Larry Friedman, Strategic Advisor @Converseon

19. © 2018 Converseon Inc. Proprietary and Confidential
AI powers segmentation and audience analysis
19
Beauty 1
Art 1
PC/Digital technology 2
YouTube 2
Books/reading 3
Car/Motorbike 3
Camera, Photography 3
Gamble 5
Outdoor/Water Activities* 5
Game 7
Fashion 8
Travel 9
TV, Movies, Show 9
Food, Restaurant 11
Music 12
Leisure Activities* 19
Adult s Interest Breakdown
% of total interests
Top Interest Category Assessment
Sample Size: 2731
14%
34% 13%
3%
21%
15%
MotoGP*
F1/Motorsports*
Golf*
Combat/Fighting*
Association Football*
Baseball*
12%
5%
30%
15%
19%
3%
16%
Domestic pop
Classic, Jazz
Reggae
Club music
R&B, Hip Hop
Rock
US/UK pop
17%
6%
30%
14%
17%6%
10%
French
Korean
Italian
Curry
Western
Japanese
Spanish
Leisure Activities*
Music
Food, Restaurant
Top 3 Subcategory
• F1/Motorsports*
• Association Football*
• Baseball*
Top 3 Subcategory
• Club music
• Rock
• Domestic pop
Top 3 Subcategory
• Curry
• Japanese
• Korean
% of category interest
% of category interest
% of category interest
* Activities that adult smokers like to watch or followIllustrative

20. © 2017 Converseon Inc. Proprietary and Confidential Fisher-Price Audience Analysis
Can target users who recently responded with Anticipation
to giveaways for its brand, competitors and retailers –
building custom / tailored audience or look-alike model.
20

21. © 2018 Converseon Inc. Proprietary and Confidential 21
10
28
46 64
82
100
Net Promoter Score: 61
This value is the average of the combined scores multiplied by 10.
Customer Satisfaction: Social Net Promoter Scoring
Source: Converseon, 2017.
“As always, Innovation has to have a patent backbone ! gearing up for the AI &
Cloud future ! bloom.bg/2jjbpsK” Twitter, 01/09/2017
“RT @wagerlmw: Great article... don't underestimate in the cloud ...
lnkd.in/dpcRsU4” Twitter, 01/09/2017
“$LIES ABOUT CLOUD #cloud BARB DARROW SO RIGHT TO QUESTION
NUMBERS + CLAIMS @Gigaom gigaom.com/2015/01/20/ibm…” Twitter,
01/09/2017

22. © 2018 Converseon Inc. Proprietary and Confidential 22
• AI is truly powering a new generation of social insights and research
• The ability to decipher human language at scale and nuance opens up
convergence of social and VoC data
• Now that it is proven quantitative “data” it needs to be effectively integrated into
modeling
• The ability to “time travel” also helps unlock great value
• Get behind the black box: be sure to demand (and measure) the performance of
your classifiers for confidence, control and impact. It’s about precision AND
recall!
Parting thoughts

23. © 2018 Converseon Inc. Proprietary and Confidential
If interested in more details, visit
Converseon website for free white
paper. Or….
For a free demo of Conversus, the
platform that puts AI at your
fingertips for social and voc…
Email me/leave business card and
I’ll send to you/arrange it
rkey@converseon.com
23
Thank You!