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Measuring impact from more 
accurate social media listening 
and timely engagement 
TONG SUN 
WEB ANALYTICS DEMYSTIFIED 
O...
Measuring Impact from More Accurate Social 
Media Listening and Timely Engagement 
Dr. Tong Sun 
Director, Scalable Data A...
Transforming “Call Center” into 
Customer Experience Management 
PARC | 4 
• Challenges: 
 Growth opportunities (multi-ch...
The What: 
Identifying the Strategic Context 
PARC | 5
PARC | 6 
Listening 
Routing 
Engage 
Measure 
The How: 
Efficacy of the Business Operations 
Process Context 
Computation...
Listening Metrics 
PARC | 7 
 Granularity (keywords, 
topics, aspects) 
 Depth (from demographics to 
psychographics) 
...
Engagement Effectiveness Metrics 
PARC | 8 
 Effectiveness of workflow routing 
(agent downtime, load balance) 
 Engagem...
Impact Value Metrics 
 Campaign spreading speed  
PARC | 9 
coverage 
 Timeliness of Engagement 
(issue resolution rate,...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun
Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun
Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun
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Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun

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In her Brands-Only Summit Pre-Conference presentation, Xerox's Tong Sun presents a set of techniques and practices for accurate sentiment and sarcasm detection through informed perspective.

She also discusses a holistic framework for measuring the business value from social media listening and engagement.

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Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun

  1. 1. Measuring impact from more accurate social media listening and timely engagement TONG SUN WEB ANALYTICS DEMYSTIFIED OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Measuring Impact from More Accurate Social Media Listening and Timely Engagement Dr. Tong Sun Director, Scalable Data Analytics Lab © 2010 PARC
  3. 3. Transforming “Call Center” into Customer Experience Management PARC | 4 • Challenges:  Growth opportunities (multi-channel)  Continue to improve customer satisfaction  Process efficiency (automation)  Business model (pricing)
  4. 4. The What: Identifying the Strategic Context PARC | 5
  5. 5. PARC | 6 Listening Routing Engage Measure The How: Efficacy of the Business Operations Process Context Computational Linguistics + Expert Guided Machine Learning • Better Accuracy in spotting issues • More issues spotted Skill-based Automatic Workflow Routing • Matching expertise to issues • Reduces agent’s downtime Cross-Channel Tracking • Engaging through multiple social media channels Efficient channel Tracking Customer-Facing Reporting Metrics • Impact value metrics (campaign effectiveness, customer satisfaction)
  6. 6. Listening Metrics PARC | 7  Granularity (keywords, topics, aspects)  Depth (from demographics to psychographics)  Accuracy and Coverage
  7. 7. Engagement Effectiveness Metrics PARC | 8  Effectiveness of workflow routing (agent downtime, load balance)  Engagement status tracking (solved, open, change-channel)  Consistency across channels
  8. 8. Impact Value Metrics  Campaign spreading speed PARC | 9 coverage  Timeliness of Engagement (issue resolution rate, response time, handle time)  Sentiment conversion rate
  9. 9. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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